The Hype for Wicked: A Story of Green, Pink, and Over-the-Top Marketing
Welcome to the vibrant streets of New York City, where excitement is brewing over the highly anticipated film adaptation of Wicked. Set to hit theaters on November 22, this beloved musical has made its way into mainstream conversations, thanks largely to its stars, Cynthia Erivo and Ariana Grande, who have been spotted everywhere—from magazine covers to award shows. If you’ve been out and about, you’ve probably stumbled upon a myriad of Wicked-themed products lining the shelves of your favorite stores.
The Colorful Duo: Elphaba and Glinda
For those not in the loop, Erivo and Grande are stepping into the fabulous shoes of Elphaba and Glinda, respectively. You may know these characters are forever represented by the iconic colors green and pink. But beyond the colors, there’s a lot more unfolding as the marketing machine for Wicked gears up.
Unless you’ve been enjoying a social media detox, it’s hard to miss the constant buzz. The film appears to be taking a page from Barbie‘s playbook increasing their marketing game to an almost overwhelming degree. It feels as though the entire world is gearing up for a big event, and whether this will translate into butts in seats remains to be seen.
A Storm of Marketing Madness
Various celebrities, including the Kardashian clan, have been involved in pre-release events, further ramping up this marketing frenzy. In one of Kim Kardashian’s Instagram stories, she remarked on the elaborate display set up by Erivo and Grande, showcasing the film’s promotional material. While it’s not surprising that celebrities preview films early, this level of promotion is raising eyebrows and drawing skepticism.
One Reddit user, a longtime Wicked fan and critic, voiced discontent saying, “I feel the studio hasn’t actually understood the story or the message of Wicked. To honor the Kardashians in this way goes against everything Elphaba believes in.” This sentiment resonates with many who feel the marketing has overshadowed what truly matters—the movie’s message.
Color-Coded Events: More Than Just Appearances
The stars’ appearances at high-profile events like the Met Gala have led to mixed reactions. It’s not unusual for movie stars to showcase collaborations, but for this event, it felt just a bit too planned. With both stars adorned in pink and green outfits, one can’t help but wonder if they were simply representing their roles rather than being part of the fashion scene. It’s as if the marketing machine is collapsing all reality into a splash of color.
NBC also used the Olympics as a platform to flaunt Wicked with color-coordinated appearances from the cast. While it’s true that many celebrities were at the Olympics, this moment felt like a distraction from the actual athletes involved.
Merch Mania: From Snacks to Luxury SUVs
And then there are the product tie-ins! An incredible array of themed merchandise has emerged, including everything from Wicked-themed Rice Krispy treats to a luxury Lexus SUV that showcases clips from the movie. However, for serious fans of the musical, this commercialization risks diluting its heartfelt message. Many of these products seem targeted at younger audiences, which perhaps misses the mark when it comes to honoring the show’s legacy.
For example, there’s a special edition Monopoly game themed around Wicked. While it’s certainly fun to incorporate popular culture, does it truly capture the essence of a story about friendship, sacrifice, and defying norms? Many feel that the essence of the musical is being lost in a world of energetic marketing and branded merchandise.
The Conundrum of Promotion
Despite the various points of contention with how Wicked is being marketed, there are practical reasons behind these decisions. The aim is clear—to generate buzz and sell tickets. As one user so wisely pointed out, the studio needs to create enough hype and interest to ensure people will flock to theaters once the film is released.
As the countdown continues, lovers of theater and cinema alike are left guessing just how this marketing blitz will play out. Will it ignite interest and nostalgia for the show? Or will fans feel alienated by the commercial frenzy? Whether it’s green and glamorous or pink and pedestrian, one thing’s for sure: this Wicked ride is just beginning!
