Cynthia Erivo and Ariana Grande will star as Elphaba and Glinda in Universal’s Wicked.
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Barbie dyed the city pink in 2023, but now Wicked is taking it to the next level by adding green.
universal‘s theatrical retelling of the famous Broadway musical is generating buzz ahead of its Nov. 22 release, with hundreds of merchandise offerings from dozens of retail partners. The green and pink salvo is part of Universal’s marketing strategy for the film and could provide a welcome boost to the retail industry in time for the important holiday period.
These “Wicked” collaborations range from apparel, accessories, footwear, beauty products and costumes to home decor, toys and even unique cars.
The collection also has a wide range of price points, offering consumers affordable and luxury options to show off their love for all things Wicked.
target and walmart The shelves are filled with products, and every section of the store is dedicated to themed shirts, sweaters, and footwear, as well as dolls, stuffed animals, books, nail polish, and more.
with lego mattel Tie the brick set and Barbie doll to the film. starbucks In addition to the new tumbler and mug collection, there are also limited-time drinks inspired by the main characters Glinda and Elphaba. Betty Crocker has a “mix and pop” cake mix that turns pink or green when you add wet ingredients.
Toyota Lexus is also releasing two unique versions of the 2024 Lexus TX with “Wicked” themed wraps.
The Broadway show on which this film is based is one of the most popular and highest-grossing musicals of all time, and already has an established and passionate fan base.
At New York City’s Gershwin Theater alone, more than 14.5 million people have purchased tickets to see the show since its debut in 2003, generating more than $1.67 billion in box office revenue. ticket sales, According to Broadway World. These numbers do not include domestic touring performances or overseas residencies.
According to , these fans are hungry for merchandise that celebrates and enhances their fandom, and they’re willing to pay for it. Mintel’s 2024 U.S. Superfan and Enthusiast Consumer Report.”
The report found that nearly half of “superfans,” the most passionate and dedicated fans, have spent money on official fandom events and merchandise in the past year. The report, which surveyed 2,000 U.S. adults, also found that fandom collaborations and tie-in releases are most successful among niche superfandoms.
And that’s a good thing for the retail industry, with consumer confidence falling 7 points in September, the biggest decline in more than three years, but rising 11% in October, a This was the largest acceleration for a month since March 2021.
Retailers partnering with Universal are expected to see increased sales of Wicked merchandise, which could help differentiate them from competitors in the coming months.
Also likely to drive demand is the fact that these product collaborations are for a limited time only. Once the stock runs out, it will not be restocked. Therefore, even the most price-conscious consumers may be willing to spend money to get these products before they disappear from the shelves.
Movie theaters are also offering themed popcorn buckets, drink specials, and other merchandise for moviegoers heading to the theater to watch a movie. These retail opportunities could help increase box office revenue for “Wicked.”
Currently, box office analysts have a wide range of predictions for how Wicked will perform during its domestic opening weekend. Conservatively, leading entertainment and technology research firm NRG predicts revenue of $85 million. Meanwhile, some speculate that the first film in the planned two-part film could gross more than $100 million at the box office, earning as much as $150 million in its first three days in theaters.
Expectations have diverged in recent years as Hollywood has struggled to market and turn a profit from movie musicals. Film adaptations such as “In the Heights,” “Dear Evan Hanson,” and “Mean Girls” are all based on Broadway shows, but they failed to generate significant box office success during their run. Ta.
However, other fan-favorite intellectual property-driven titles such as “Dune: Part 2,” “Deadpool & Wolverine” and “Inside Head 2” have exceeded estimates. Since “Wicked” is already a household name and a presence in the music world, box office analysts find it difficult to predict where it will land.
