New York City: The “Wicked” Marketing Phenomenon

New York City: The “Wicked” Marketing Phenomenon

As excitement swells for the highly anticipated film Wicked, New York City is buzzing with promotional activities. If you’ve walked through the city lately, there’s a solid chance you’ve been greeted by a myriad of Wicked-themed items—from cocktails and kids’ clothing to high-top sneakers and even collectible dolls! This marketing blitz has become hard to ignore, feeding into the long-lasting love fans have for the Broadway show and Gregory Maguire’s original book.

Can You Handle the Hype?

With the movie’s release looming, it’s estimated to rake in a whopping $120 million during its opening weekend. That’s certainly a number that gets your attention, right? However, it appears that not everyone is on board with the endless cycle of marketing. Amidst the fanfare, some viewers are feeling the opposite—fatigued. Comments on social platforms highlight their concerns. One user on X expressed their sentiments with a meme saying “ENOUGH!” Meanwhile, fans on Bluesky and TikTok voiced their frustrations with the seemingly nonstop promotion of Wicked merchandise.

Marketing Madness: A Double-Edged Sword

According to Saleha Malik, a co-founder of a boutique marketing agency, the overwhelming marketing tactics we’re witnessing are paying off. In fact, they believe that such strategies help fill theater seats. “These marketing strategies are effective, which is why we see the same approach repeated with blockbusters like Barbie and now Wicked,” Malik explains. So, while some folks may roll their eyes at the omnipresent ads, it appears they are driving consumers to snap up tickets.

Exclusive Merchandise and Audience Targeting

Shifting gears, let’s talk about the merchandise accompanying this major launch. Sure, there are items like the Glinda and Elphaba-inspired dolls selling for outrageous prices on eBay. But are these products geared toward the everyday consumer? Many of the priciest items bear a hefty price tag, making them more suitable for wealthier households. For an average fan, a collectible doll priced at $159 or Glinda’s sequined jacket for $90 is a tough sell. It does seem that the marketing surrounding Wicked has a knack for appealing to those with deeper pockets.

Targeting Diverse Audiences

It’s important to note that while Wicked manages a broader appeal, especially thanks to its diverse lead actors, its marketing still skews towards a consumer demographic that may limit how many people feel connected to it. For many, like those raised on dolls with white, affluent personas, the question lingers: does representation go far enough? While higher-priced glamour items like the $8,800 hoop earrings designed by the film’s star Cynthia Erivo are enticing, they may also alienate segments of the audience.

Social Media: A New Marketing Frontier

While traditional marketing methods dominate, social media is changing the game as fan-created content goes viral. TikTok users are increasingly engaging with platforms through challenges that don’t necessarily demand a purchase. This democratized approach to marketing is inviting all kinds of fans into the fold, helping them feel like a part of the Wicked experience without breaking the bank.

Indie Films: A Different Story

When thinking about the marketing contrast, it’s clear how this big-budget approach can overshadow independent films. For instance, smaller productions often lack the resources to launch an impactful campaign. Issues arise when studios prioritize films like Wicked and Barbie, seemingly closing the door on films highlighting stories and voices from marginalized communities.

The Bottom Line

In the grand scheme of things, it seems audiences are left in a precarious position. Between films that oversaturate the airwaves and promotions that seem to exclude vast swaths of potential viewers, it’s a careful dance. While it’s undeniable that the upcoming Wicked film generates excitement, it raises a broader question about inclusivity in Hollywood marketing tactics and how it impacts the diverse landscape of viewers hungry for connection through film.