Wicked Plots 400 Brand Sponsors

NBCUniversal pulled out all the stops to market its blockbuster adaptation of the Broadway smash Wicked, partnering with over 400 brands for IP tie-ins.

The Big Picture: In the words of Universal chief marketing officer Michael Moses, “The world doesn’t operate like a monoculture anymore, so you have to be everywhere.” In an entertainment ecosystem, where big-budget streaming releases debut without a sound, and movies only stay in theaters for a month, a robust marketing campaign may be more important than ever for financial success.

Behind the Scenes: Wicked represents the biggest worldwide marketing push ever for NBCUniversal… and maybe any movie studio ever.

• The marketing campaign is rumored to have cost $150 million, on top of the two-part franchise’s $320 million production budget… and it’s unclear if the marketing budget includes the campaign for Part 2.
• The campaign included drinks with Starbucks, hotel suites at Hilton, toys with Lego and Mattel, apparel at Target, cast voices on Amazon’s Alexa, and even lighting up Manhattan’s Empire State Building in pink and green.
• The promo partner retail campaigns reached two billion shoppers and notched 25 billion impressions, according to Deadline.

Closing Credits: Moses told movie theater owners earlier this year that the marketing push for Wicked needed to be “just short of obnoxious.” Mission accomplished because the movie opened to $275 million at the global box office — the highest-ever for a Broadway adaptation. Ticket sales will only keep soaring, thanks to great reviews and strong word of mouth. 

While marketing has always been important for Hollywood success, expect a trickle-down effect in smaller deals that prioritize marketing budgets as a key deal point.