Universal’s “Wicked” has grossed over $700 million globally, making it the highest-grossing film based on a Broadway musical. The sequel, “Wicked: For Good,” set for release in November, faces the challenge of maintaining audience interest. Marketing experts suggest that the first film’s success and pent-up demand will ease promotion efforts. Universal plans to keep fans engaged with teasers and updates without overwhelming casual viewers. The studio will leverage the 10 Academy Award nominations from the first film in its marketing campaign. The strategy includes a Super Bowl teaser, CinemaCon appearances, and celebrity events like the Met Gala. Over 400 brand partnerships and a wide range of merchandise will also be part of the marketing push. Theaters will use ticket sales data to market directly to fans, enhancing the movie-going experience.
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