Before Wicked took the cinema world by storm last year, the buzz around Oz was everywhere—from trailers to brand collaborations. Cynthia Erivo and Ariana Grande provided endless meme material across social media, but the landscape has changed as we approach the release of Wicked: For Good. This time, we see fewer viral interviews and a significant uptick in brand partnerships.
Despite the changes, For Good is still generating buzz, with its own viral incidents, such as a recent fan rush that caused a security scare at a Singapore event featuring Grande and Erivo. Unlike its predecessor’s nine-month marketing push, For Good debuted its trailer just six months ahead of its release. The stars have had curated fan events and premieres instead of the extensive press junkets we saw in 2024.
The shift in strategy comes from Universal’s desire to tone down the hype. According to Michael Moses, Universal’s chief marketing officer, the goal was to avoid being “just short of obnoxious.” Instead of overwhelming audiences with media, For Good is capitalizing on the established cultural moment created by the first film. Universal allocated approximately $90 million for its marketing, a notable decrease from the $150 million spent on the initial Wicked.
The promotional efforts have been largely replaced with an avalanche of merchandise. As reported by Variety, although For Good has partnered with around 400 brands—matching the original film—only 165 of those collaborations are repeats. With weekly “Wicked Wednesdays” introducing unique partnerships like Lexus ads and even Glinda and Elphaba-themed Swiffer mops, the messaging is clear: get audiences to spend, rather than relying solely on studio promotion.
And this strategy appears to be effective. Early tracking suggests For Good may open with more than Wicked’s impressive $112 million debut, setting the stage for the possibility of another blockbuster earning close to a billion dollars worldwide. Could lightning strike twice in the Emerald City? Only time will tell, but Oz is proving to be an incredibly profitable hub in Hollywood.
How does Wicked: For Good compare to its predecessor in terms of marketing strategies?
The marketing approach for For Good focuses more on merchandise and fewer press events, relying on the existing excitement from Wicked whereas the first film had a more extensive promotional campaign.
What measures are Universal taking to avoid oversaturation in the market with For Good?
Universal is concentrating on brand collaborations and limiting press tour activities to reduce hype and maintain audience engagement without overwhelming them.
How have fan interactions with the cast changed for For Good?
Fan interactions for For Good have shifted to organized events rather than numerous press junkets, focusing on curated experiences rather than constant media exposure.
Will For Good achieve similar commercial success as Wicked?
Early signs indicate that For Good may outperform Wicked in its opening weekend, suggesting it could see similar or greater commercial success overall.
Is the merchandise strategy effective for Wicked: For Good?
Yes, the emphasis on unique merchandise collaborations has attracted attention and driven sales, showcasing a profitable marketing avenue for the franchise.
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