New York City: The Unstoppable Rise of “Wicked” and Its Marketing Madness

New York City: The Unstoppable Rise of “Wicked” and Its Marketing Madness

Well, folks, if you’ve been strolling around New York City lately, chances are you’ve stumbled upon the latest marketing blitz for the highly anticipated movie “Wicked.” From quirky cocktails to exclusive kids’ clothing lines, and even some striking high-top sneakers, there’s no escaping the “Wicked” phenomenon. And let’s not forget the infamous Mattel dolls that unintentionally directed consumers to a rather inappropriate website due to a packaging mishap—yikes!

With the movie set to release this Friday, Universal Pictures has been going all out to generate buzz, and it’s clearly paying off. The film is projected to rake in a whopping $120 million in its opening weekend alone! Who could have imagined?

A Love/Hate Relationship With Marketing

While many long-time fans of the original Broadway show, which is the second-highest-grossing of all time, are consuming every scrap of promotional content, there’s also a notable portion of the population that’s downright exhausted by it all. Social media has become a hotspot for these sentiments as users express their overwhelm with the relentless ads and product placements. One user on X, Sophie Vershbow, hit the nail on the head with a meme captioned “ENOUGH.”

Even die-hard fans seem to be feeling the pressure. A TikTok user recently confessed, “As a massive ‘Wicked’ and Ari fan, I’m scared to admit that the overmarketing of this movie has given me the ick.” It’s safe to say that the once-celebrated excitement is starting to feel like a bit too much.

Does Consumer Fatigue Matter?

It begs the question: does the fatigue of consumers affect how Hollywood tackles the marketing of big films? According to Saleha Malik, co-founder of a boutique marketing agency, the answer remains complicated. “Hollywood will always chase what fills their pockets,” she explains. “So far, these strategies have shown to drive ticket sales.”

Indeed, many remember last year’s blockbuster bonanza dubbed “Barbenheimer,” where both “Barbie” and “Oppenheimer” effectively captured the audience’s imagination and wallets. “So, it’s not like these marketing strategies aren’t working,” Malik notes. “For films like ‘Barbie’ and ‘Wicked,’ they’re just sticking to what’s yielded results in the past.”

The Price Tag on Inclusivity

Let’s take a closer look at the merchandise boom around “Wicked.” While the film attempts to cater to a broad audience with its various products, there’s an undeniable trend towards higher-priced items. From Glinda and Elphaba collectible dolls that cost well over $159 on eBay to a *Glinda-sequined bomber jacket* priced at nearly $90, many fans may feel left out of the exclusive access some merchandise offers.

And if that wasn’t enough, a pair of hoop earrings designed by jewelry brand Muse, in collaboration with the film’s star Cynthia Erivo, lists for an astonishing $8,800! Talk about a pricey accessory!

Who Is Hollywood Really Targeting?

Malik mentions that while studios spread their net wide, many of the marketing tactics aim at wealthier households. “You want the most people to come to your movies, to buy those limited edition dolls,” she pointed out. Yet, the reality is that many individuals or families can’t afford to engage with all that’s available.

Moreover, Malik points out that the “Barbie” marketing strategy largely attracted middle- to upper-class audiences and that exclusivity often overshadows attempts at inclusivity. “What’s being marketed still leans into that aspirational feeling rather than really catering to diverse backgrounds or lower economic groups.”

The Fan-Driven Revolution

On a brighter note, both “Wicked” and “Barbie” have discovered the power of fan engagement through social media. Many fans are taking part in TikTok challenges and creating their own content, which gives them a sense of connection without necessarily spending tons of money. This DIY aspect of marketing can make the experience feel more personal and inclusive, reaching a much broader audience.

Independent Films: The Cycles of Visibility

As we entertain our thoughts about movie marketing, we can’t help but wonder about the smaller independent films struggling to make noise in this crowded market. Films like “Exhibiting Forgiveness” barely get noticed, while “Wicked” and others seem to barge in with a budget that puts them in everyone’s mind.

Malik suggests that some successful independent films, like “Everything Everywhere All at Once,” have taken a more grassroots approach through word of mouth, showcasing that there are alternative routes for visibility. “They did not need to spend millions to go viral,” she noted. “Building authentic connections can still yield results.”

In Conclusion

As we stand on the brink of the “Wicked” release and watch the merchandising whirlwind continue to spin, it’s clear that the marketing strategies of big studios remain both effective and polarizing. In an ever-changing industry landscape, it raises pertinent questions about marketing practices while shining a light on the unbalanced attention given to indie films.

So whether you’re eagerly waiting for “Wicked” or finding ways to escape its marketing reach, just remember, we’re all part of this intricate web that is modern-day filmmaking. The excitement and fatigue are two sides of the same coin, and there’s no doubt that the conversation is just getting started here in NYC and beyond!