Universal's 'Wicked: For Good' Marketing Challenge

Universal Pictures faces a unique challenge with the upcoming release of 'Wicked: For Good', the sequel to the highly successful 'Wicked'. The studio must navigate the delicate balance of keeping its biggest fans engaged while also attracting new audiences without oversaturating the market. This article explores the key factors contributing to the success of 'Wicked' part one and how Universal can apply these lessons to the marketing campaign for 'Wicked: For Good'.

The first 'Wicked' film was a massive success, grossing over $700 million at the global box office and becoming the highest-grossing film based on a Broadway musical. Its marketing campaign was aggressive and expensive, with an estimated $150 million spent on global marketing efforts alone. This onslaught of all things Oz included partnerships with more than 400 corporate brands, creating scores of products and tie-ins to launch the big-screen musical extravaganza.

Universal's chief marketing officer, Michael Moses, told movie theater owners that his mission with 'Wicked' was being "just short of obnoxious." The studio's extensive global marketing efforts paid off, with 'Wicked' opening to $112 million at the North American box office and $162 million globally. These ticket sales rank as the third-best domestic debut of the year and the biggest opening in history for a Broadway-to-film adaptation.

As Universal prepares to release 'Wicked: For Good' in November 2025, it must balance the marketing strategies for the sequel to cater to both die-hard fans and casual audiences without oversaturating the market. To achieve this, the studio can follow these steps:

1. Leverage the success of the first film: Universal can build upon the excitement and success of the first 'Wicked' film by highlighting the Academy Award nominations and the positive word-of-mouth from fans and critics. This will help generate interest among casual audiences who may have missed the first film or are curious about the sequel.
2. Maintain a consistent marketing message: Universal should maintain a consistent marketing message that appeals to both fan bases. For instance, they can emphasize the emotional beats and powerful performances from the first film while also showcasing new elements and surprises in the sequel. This approach was successful in the marketing of the first film, as noted by Jeff Ewing from Collider.
3. Diversify marketing channels: To avoid oversaturating the market, Universal can diversify its marketing channels and target different audiences through various platforms. For example, they can utilize social media platforms to engage with fans and share exclusive content, partner with brands and retailers to create co-branded merchandise and in-store promotions, and collaborate with influencers and content creators to create sponsored content that appeals to younger audiences.
4. Create targeted marketing campaigns: Universal can create targeted marketing campaigns that cater to specific audience segments, such as die-hard fans and casual audiences. For die-hard fans, the studio can offer exclusive experiences, such as sing-alongs, early screenings, or VIP events, to engage and reward loyal fans. For casual audiences, Universal can focus on the emotional storytelling and relatable themes in the film to attract a broader audience.
5. Monitor and adapt marketing strategies: Universal should continuously monitor the effectiveness of their marketing campaigns and adapt their strategies as needed. By gathering feedback from fans and analyzing data on audience engagement, they can make informed decisions about how to best balance their marketing efforts.

By following these steps, Universal can effectively balance its marketing strategies for 'Wicked: For Good' and cater to both die-hard fans and casual audiences without oversaturating the market. The studio can build upon the success of the first film and create an engaging and innovative marketing campaign that generates excitement and anticipation for the sequel.