Barbie and Oppenheimer presented arguably one of the most iconic marketing campaigns which was spearheaded by the Barbenheimer debate in 2023. But 2024 saw another movie working hard to create the same buzz, Ariana Grande’s Wicked may be embroiled in a lot of controversy but it did one thing successfully.
Despite the audience not being thrilled with the musical angle of the film, the star cast coupled with the Side to Side singer has managed to ensnare their attentions. The movie has garnered the interest of even non-musical lovers, owing to its witty marketing campaigns and Adele attests to it.
Adele is excited to see fellow singer’s musical film
The Wicked movie has been creating a lot of buzz ever since news dropped of the Everyday singer joining the cast. Alongside stars like Cynthia Erivo, Jonathan Bailey, Ethan Slater, and more, Ariana Grande stars in the epic musical fantasy film.
However, not everyone was looking forward to seeing the movie due to it being a musical. Previously, the Mean Girls musical had set a lot of expectations for fans of the IP but ended up disappointing many.
So, expectations for the Jon M. Chu directorial were initially low until the promotions began. The film’s marketing campaign and several brand collaborations created massive hype among the audiences for the final product.
Adele reveals she’s excited to watch ‘Wicked’ despite not liking musicals:
“I really don’t like musicals. […] But whatever this Wicked campaign is going on… I am gagged to see it. Which is absolutely crazy cause I didn’t like the musical itself. The marketing campaign worked!” pic.twitter.com/eRqaKcVACE
— Pop Base (@PopBase) November 23, 2024
same, i’ve never watched the OG but the marketing campaign is insane
— alex 𐚁 (@beyblonded) November 23, 2024
i wasnt into musicals at all but the wicked ads got me too..
— Nathalie May (@nathaliemayy) November 23, 2024
The power of good marketing
— 𖤐 (@uhtriad) November 23, 2024
I keep saying they owe a lot of the attention to a juggernaut of a promotional campaign. pic.twitter.com/0fQYQJAIw9
— Jackson Howl 🐺 (@HowlJackson) November 23, 2024
The market of wicked was on point….they deserve that
— Princess (@angrry_gee) November 23, 2024
Its competitor Ridley Scott‘s anticipated sequel Gladiator II possessed an added advantage of nostalgia. Fans of both the director and the first film were impatiently waiting for the follow-up which might be a huge contributor towards its possible success.
I really don’t like musicals. […] But whatever this Wicked campaign is going on… I am gagged to see it…The marketing campaign worked!
On the contrary, the Wizard of Oz prequel had the odds stacked against them from the beginning. Musicals weren’t popular with the audience until the campaign for the movie changed the viewer’s opinion of it, it even convinced Adele to watch the film (via @PopBase on X).
Wicked fans issued a public warning: Please don’t sing
Ahead of the movie’s release, Broadway fans have severe concerns related to theatre etiquette. Online users have issued pleas and warnings to other movie-goers to remain silent and let the actors onscreen perform the gravity-defying choruses and musicals (via NPR).
However, fans of sing-alongs need not be offended or sad because Variety announced that a special screening will be held for them from 25 December 2024. According to the report like other tune-heavy films which include Hugh Jackman‘s The Greatest Showman and Freddie Mercury‘s biopic film Bohemian Rhapsody, the upcoming movie too would allow for sing-along screenings.
But for other theatre-going audiences before the special screenings, musical fans online have issued a silent decree. Although singing together creates an amicable atmosphere and unity, it might also take away the experience of others who especially came to view and hear the brilliance of the professionals.
Though the movie’s marketing and multiple campaigns have charged a lot of non-musical lovers to go to the theatre, the final verdict is yet to come. Only the actors’ performance can tilt the scale in favor of the Stephen Schwartz musical adaptation.
Wicked is now in theatres.
