Universal Pictures is capitalizing on the record-breaking success of the first 'Wicked' film to promote its sequel, 'Wicked: For Good'. The studio faces the unique challenge of marketing two films based on the same story just one year apart. Marketing experts believe the first film's massive box office returns and passionate fan base will make promoting the sequel easier. Universal plans to utilize a similar marketing strategy as the first film, with adjustments to keep it fresh and avoid oversaturation.
Universal garnered 10 Academy Award nominations for"Wicked," a boon for marketing efforts for the second part of the duology,"Wicked: For Good."
The question for Universal ahead of the release of part two —"Wicked: For Good," due out in November — is how to keep its biggest fans engaged without alienating its more casual audiences.Marketing experts told CNBC that pent-up demand for the movie, combined with the first film's success, makes promoting its follow-up much easier.
Universal jumpstarted the first film's advertising strategy with a teaser trailer that ran during the Super Bowl in February. The nearly 90-second spot gave fans their first glimpse of Oz, as well as Cynthia Erivo's triumphant battle cry from"Defying Gravity," the closing number of the first act of the Broadway musical.."When you're working on materials, you always have those kinds of conversations.
Universal peppered audiences with different iterations of the film's trailer and teaser videos throughout the summer, leading into its big marketing push —Retail stores were flooded with pink and green merchandise, from apparel, accessories, footwear, beauty and costumes to home decor, toys and even one-of-a-kind cars. The collections ranged in price, allowing consumers to choose from affordable and luxury options to show off their love of all things"Wicked.
"I think our intent would not be to replicate, but certainly to evolve and to continue to do incredible work and find the right balance of partnerships that can innovate and really match the heart of the next film," O'Connor said.Like"Wicked,""Wicked: For Good" arrives the weekend before Thanksgiving. This gives the film breathing room for a solid opening weekend before Disney drops its traditional animated release the day before the holiday.
Jones noted that the quick release of"Wicked: For Good," almost exactly one year after"Wicked," allows movie theaters to engage with guests more acutely.
MOVIE MARKETING WICKED WICKED FOR GOOD UNIVERSAL PICTURES BOX OFFICE SUCCESS SEQUEL BROADWAY MUSICAL
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