Fri, 24 Jan 2025

Universal's 'Wicked: For Good' creates a unique marketing challenge

The marketing plan for "Wicked: For Good" is expected to be similar to the playbook used for "Wicked," with a few alterations to avoid oversaturating audiences.
Universal's Challenge: Keeping "Wicked" Fans Engaged for Second Film The movie studio faces a unique challenge: promoting and releasing two "Wicked" films just one year apart. The first film, which collected over $700 million in global ticket sales, has created a devoted fan base. To keep this momentum going, Universal will rely on its successful marketing strategy from the first film. Key Strategies: 1. Partnerships: Over 400 corporate brand partnerships will be involved to promote the second film. 2. Merchandise: Pink and green merchandise, including apparel, accessories, beauty products, and home decor items, will be available in retail stores. 3. Trailers and Teasers: Trailers and teasers will continue to be released throughout the summer leading up to the second film's release. 4. Theater Promotions: Cinemas will offer special promotions, such as collectible popcorn buckets and unique food and drink options. To repeat the success of the first film's marketing campaign, Universal will evolve its strategy while maintaining a balance between partnerships that innovate and match the heart of the next film. Comparison to Other Films The quick release of "Wicked: For Good" allows movie theaters to engage with guests more acutely. Cinemas can market on a one-to-one basis during the 12-month period between releases, promoting not only the second film but also other in-theater programming similar to "Wicked." Confidential Tip CNBC has a confidential news tip submission process for readers who want to share information about the entertainment industry. Disclaimer Comcast is the parent company of NBCUniversal and CNBC. NBCUniversal owns NBC Sports, NBC Olympics, and distributes "Wicked."
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