When “Wicked: For Good” hit theaters, it made waves, raking in an impressive $147 million at the domestic box office during its opening weekend. This launch positioned it as the second-highest opening of 2025, with a global debut totaling $223 million. This success isn’t just luck; it resulted from a strategic marketing push involving over 400 global partners, generating around $330 million in media value and attracting 15 billion impressions.
This campaign marks a significant achievement for Universal, being the second-largest promotional effort for a major studio film, following its own “Wicked” release just a year earlier, which earned $350 million with a stunning 25 billion impressions.
Fans of “Wicked” adore the merchandise, and this particular sequel offered a myriad of collectible options. Numerous brands showcased themes centered around empowerment, individuality, and friendship, resonating with audiences.
Two years ago, Universal invited advertisers to the set in London, allowing them to step into the vibrant world of “Wicked.” They visited eye-catching locations like the Emerald City and Shiz University, meeting key figures like director Jon M. Chu and producer Marc Platt, and even enjoyed live performances. This unique approach helped attract additional global partners.
In the days following the debut, “Wicked: For Good” showed no signs of slowing. Estimates suggested a strong Monday performance projected to surpass $14 million, pushing the four-day total well beyond $160 million. This performance set the film on track to potentially break records held by other major releases like “Mission: Impossible – Final Reckoning” and “Superman.”
Diving into the promotional partnerships, several new brands joined the roster. Notably, Dunkin’ Donuts replaced Starbucks from last year’s campaign. The collaboration was a hit, targeting younger consumers with engaging, casual ads that resonated with the Gen Z crowd. Dunkin’ went all out with themed drinks and unique merchandise, generating buzz across social media.
Airbnb also got creative, offering guests a chance to stay in a themed Elphaba retreat, adding to the immersive experience. Pottery Barn debuted collections inspired by the film, featuring designs that parents and kids can enjoy together.
Another significant player was Procter & Gamble, which ran its largest film promotion to date, spanning various brands like Gain and Olay. Their campaign included quirky advertisements with popular celebrities, tapping into social trends for maximum reach.
Digital engagement was equally impressive. Weee!, the leading online Asian supermarket, joined in through social media ads and themed packaging. Lush introduced a limited-edition collection of bath and body products that captured the spirit of the film’s characters, while Marks & Spencer offered whimsical home decor and gifting items.
Renowned brands returned as well. Lexus created a custom “Wicked: For Good” spot that generated impressive viewer engagement, while Amazon integrated the film into its platform through special screenings and themed content.
Overall, “Wicked: For Good” not only showcased a successful marketing strategy but also created a memorable experience for fans across various touchpoints. The film’s engaging promotional campaigns reflect changing trends in advertising, particularly the importance of connecting with audiences through immersive experiences and meaningful partnerships.
For more on trends in film marketing and box office performance, you can check out reports from organizations like Comscore and insights from film industry analysts.
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