The Magic of “Wicked” Continues: Universal’s Challenge to Keep Fans Enchanted
A Box Office Phenomenon
The cinematic adaptation of “Wicked” has cast a spell on audiences worldwide, raking in over $700 million in global ticket sales. This phenomenal success has set the bar high for the upcoming release of “Wicked: For Good” in November. The question on everyone’s mind is: how can Universal keep the magic alive without losing its casual fans?
Marketing Magic
According to marketing experts, the key to promoting the sequel lies in building on the momentum of the first film’s success. With a dedicated fan base already in place, the focus shifts to keeping them engaged and informed without oversaturating the market. Universal’s chief marketing officer, Michael Moses, believes that the Academy Award nominations for “Wicked” will give the franchise an added boost.
A Winning Formula
The marketing strategy for “Wicked: For Good” is expected to follow a similar playbook to the first film, with some tweaks to keep things fresh. The Super Bowl teaser trailer, which debuted in February, set the tone for the campaign. The subsequent appearances of Elphaba and Glinda at high-profile events like the Met Gala and the Paris Olympics helped to build excitement. The film’s trailer and teaser videos were released throughout the summer, culminating in a massive marketing push with over 400 corporate brand partnerships.
Influencing Culture
Brandon Jones, president and chief marketing officer of FilmFrog, believes that “Wicked” is the perfect example of how films can influence culture. The movie’s merchandise, ranging from affordable to luxury items, allowed fans to showcase their love for the franchise. This cultural impact will be crucial in promoting “Wicked: For Good.”
Evolution and Innovation
With nine months to go before the release of “Wicked: For Good,” Universal is looking to evolve its marketing strategy while maintaining the essence of what made the first film successful. The film’s release date, strategically placed before Thanksgiving, will give it a solid opening weekend before Disney’s “Zootopia 2” hits theaters. Cinemas will also play a crucial role in promoting the film, offering unique experiences and collectibles to lure audiences back.
The Future of Film Marketing
The quick release of “Wicked: For Good” presents an opportunity for movie theaters to engage with guests more effectively. By leveraging ticket sales data, cinemas can market on a one-to-one basis, promoting not only the second film but also other in-theater programming that resonates with “Wicked” fans. As the film industry continues to evolve, it’s clear that the relationship between exhibitors, studios, and audiences will be crucial in shaping the future of film marketing.
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