Licensing International’s Steve Manners on why Wicked has succeeded at both the box office and in consumer products and promotions.
As I write this, the opening weekend box office figures are coming in for Universal’s Wicked, the screen adaptation of the hugely successful stage musical. And it’s a smash – the most successful global opening for a movie based on a stage musical of all time.
Musical movies have struggled over the past few years, not since Les Misérables in 2013 has one been considered a success. In fact, most have been notable misses, including the calamitous Cats, Steven Spielberg’s West Side Story (which deserved to do so much better), and also Lin-Manuel Miranda’s In The Heights, which was also directed by John Chu, the director of Wicked (if you haven’t seen In The Heights, do, it’s great!).
What is particularly impressive with Wicked is the support that Universal has secured from brand partners and consumer products, going way beyond what you would expect for a live-action musical. It is estimated that there are over 450 partners globally adding their support and ad spend to the movie, including Lexus, Starbucks, Mattel, Crocs, Cambridge Satchel, Hilton Hotels and LEGO (watch the LEGO brick-ified recreation of the movie trailer to support the film on YouTube, it’s great fun).
Wicked also has significant presence at retail, bringing the key messages of the film together with the spirit of Christmas. Target, Bloomingdales, H&M, Liberty, Primark and Marks & Spencer are just a few of the retailers supporting the movie with creative product execution – of particular note is the Target range, the varsity Shiz University range at M&S and the Liberty windows.
So why is Wicked succeeding both at the box office and in consumer products and promotions?
The stage musical has been running for over 20 years and while it has a dedicated and loyal fanbase, is not known everywhere. For those new to the story of Wicked, it explores the origins of Elphaba, the Wicked Witch of the West, and Glinda the Good from The Wizard of Oz. The book on which it was based was published in 1995 and the original stage show launched in 2003, but its themes perhaps resonate even more so today in the current political climate. Wicked explores power, propaganda, equality, justice and, ultimately, friendship, identity, self-love and acceptance. Add inspired casting with Ariana Grande and Cynthia Erivo, a clever marketing and social media campaign, as well as creative and imaginative products, and it seems to have captured an extensive consumer base.
The Wicked campaign doesn’t feel forced or inappropriate for this time of year. One of the key trends this holiday season is an emphasis on family, acceptance and being yourself. Family Christmas jumpers and unisex all-ages pyjamas are a real focus at the apparel retailers on the high street, and even JD Sports’ window displays promote the idea of family activities. Primark’s ever-expanding The Grinch collection has something for the whole family with, again, creative and imaginative execution.
Sometimes, the stars align and magic happens. Congratulations to Universal, Universal Products and Experiences and all involved in Wicked. I was working at Universal when Wicked opened on Broadway and was fortunate enough to see the original production (Universal is producer on the show). Talk of a movie started shortly after – it’s been over 20 years, but well worth the wait.
Steve Manners is head of global marketing and UK managing director at Licensing International.
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