Universal's 'Wicked: For Good' Marketing Strategy: A More Subtle Approach
A year after the release of the blockbuster musical film 'Wicked', Universal's marketing strategy for its sequel, 'Wicked: For Good', has taken a more measured approach compared to the initial campaign. The studio's goal was to create a buzz without being 'obnoxious', and the results were impressive, with the first film grossing over $756 million worldwide and earning 10 Oscar nominations.
The marketing for 'Wicked: For Good' has been more restrained, with a focus on subtlety and a more targeted approach. This shift in strategy is due to the fact that 'Wicked' is already a well-known entity, and there's a risk of consumer fatigue if the campaign is too aggressive. Universal conducted extensive exit polling to understand the audience's tolerance for the pink-and-green branding, and the results showed that the initial campaign made 'Wicked' feel like a must-see event.
The marketing budget for 'Wicked: For Good' is significantly lower than the initial film, with Universal spending around $90 million on global promotional efforts compared to nearly $150 million for the first movie. This cost-saving strategy is achieved by leveraging the residual goodwill and marketing expenses from the first film to promote the sequel. The campaign includes a two-hour NBC musical special, a 'Dancing With the Stars' episode takeover, and behind-the-scenes podcasts, as well as brand partnerships with 400 companies, 165 of which are new.
One of the key differences in the marketing strategy is the reduced emphasis on press interviews and the A-list ensemble. Instead, the stars are gathering for fan-centric events in various cities before the North American premiere in New York City. This shift in focus from traditional press junket interviews to fan engagement events is a strategic move to build a dedicated fan base.
Despite the more subtle approach, 'Wicked: For Good' is expected to have a bigger opening than its predecessor. The question remains whether the sequel will enjoy the same level of staying power as the initial film. The second half of 'Wicked' is darker than the stage show's first act, which may concern commercial audiences. However, box office analysts predict that the fantasy musical will endure in theaters due to the lack of similar female-driven content for the rest of the year and the fact that it's not a sequel, but a continuation of the original story.
The marketing strategy for 'Wicked: For Good' is a testament to Universal's ability to adapt and refine its approach based on the success of the first film. By taking a more measured approach, the studio aims to build a dedicated fan base and ensure the longevity of the 'Wicked' franchise.
