The current blockbuster Wicked is not just a cheerful (children’s) film, but it is full of dark references, puns, neologisms (‘pessi-mystic’), role models and queer representation. It is bursting with merchandising and around 75 commercial collaborations around it.
“It’s not easy being green”, Kermit told us back in 1970. It became a mantra for anyone who has overcome adversity to achieve success. And we see that squared in Wicked.
The Wizard
The film is a prequel to the 1939 film The Wizard of Oz, which made Judy Garland a gay idol: hence the expression ‘Friends of Dorothy’. And for the fanatics, there are no less than 14 Easter Eggs in the film: from the Dorothy team that we see walking, to the Wizard’s dilemma about choosing a color for the *** Brick Road…
Where Barbie (read “Barbiemania and the Pink Paint Shortage”) raked in 1.4 billion and became the most profitable film of 23, Wicked is now the most successful filmed musical ever. The counter is already at over 800 million dollars, but the film has only just started. And it is just part 1.
Fun Fact 1: in true style, the film was the first to receive a formal green light under Universal’s GreenerLight program. The cast and crew had the challenge – and the opportunity – to promote sustainability throughout the entire film process, from script to screen. Green is the magic word.
Fun Fact 2: in the original story from 1900, the witch wasn’t green – and she didn’t have a name either.
Maestro, music!
Trailer, or even seen the movie? It’s quite a sit, only part 1 is longer than the musical (2½ hours). Watch the trailer here:
You have to like musicals, because of course they regularly burst into song, those Ozians. The casting is not very fortunate: Ariane Grande and Cynthia Erivo sing the stars from the sky, but acclaimed actors like Michelle Yeoh and Jeff Goldblum do very well as actors – singing is not for them. Didn’t they have a better solution for that?
The CGI department has been given free rein, because the school Shiz (their version of Hogwarts) and the environment are really too exuberant. It’s also fun for the kids: stuffed animals, fountains, fireworks, rainbows, funny moments. And for the adults we see open and hidden references to reality. The most blatant is the trend to create a common enemy: if something goes wrong, it is the animals’ fault. Their voice is taken away – literally. It could easily be a measure by our government, or think of ICE in the US.
‘Different’ is good
I want to highlight that film because of the commercialism surrounding it, and for Marketing the Rainbow. Wicked shows that ‘being different’ is perfectly fine. The representation of minorities in advertising, marketing, on TV and in films contributes greatly to the journey From Representation to Respect. If you regularly see someone with a neurodiverse condition, you get used to those people, a physical disability is everywhere (Elphaba’s sister sits in a wheelchair), if an interracial marriage takes place you see that it is actually very normal, and if a gay kiss passes by you realize that ‘Love is Love’ and that your neighbor, colleague or cousin might be queer.
In Wicked we see the main character Elphaba, who falls outside the ‘normal picture’ because she is green. She is later labelled as Wicked, which raises the question: nurture or nature? Or is it a choice to be different? Sounds familiar.
Also interesting is the promise of Glinda (the ‘Ga’ is silent) that she will cure her as soon as she can do magic. Cured? But Elphaba is fine with it. (Conversion therapy, anyone?) The closing song of the film, “Defying Gravity”, is also beautifully symbolic: the green witch can fly, she defies gravity. And with that the established order, and the standards that are imposed on you. The film is even characterised by the website What’s After the Movie? as “Unveiling the Rise of Elphaba and the Power of Defiance”. Resistance!
The image of the flight is also very impressive. Incidentally, actress Cynthia ‘Elphaba’ Erivo identifies as queer and bisexual.
Fun fact 3: In ‘One Short Day’, Idina Menzel and Kristin Chenoweth, the original witches from the musical, also appear briefly in the film.
Queer?
The certified hate group One Million Moms (60,000 members) is outraged and calls for a boycott: “Four of the main characters in the film are openly queer or gay in real life, or at the very least, these actors have spoken about their queer experiences.” (my italics, to indicate the subtle nuance of concern). Unfortunately, not correct. FIVE of the main actors in the film are queer: Cynthia Erivo, Jonathan Bailey, Bowen Yang, Bronwyn James, and Marissa Bode all identify as members of the LGBT+ community. And then the whole story of course about Being Different (= Green), which makes someone feel left out of the group. The analogy is clear.
The good news is that the actions and motivations of this group of concerned ‘mothers’ have become so ridiculous – and repetitive – that a call for a boycott of them almost always results in the opposite.
Merchandising
Where around 100 brands have linked up with Barbie (from Airbnb to Crocs), the commerce surrounding Wicked is also running at full, green speed. From Lego, Fisher Prize and Monopoly to Wella, Samsung and Pernod-Ricard, and from Bloomingdales and H&M to – there they are again – Crocs. Hollywood Reporter lists 71, and many collections are already sold out online. I am still missing Starbucks in that list, so perhaps more are missing.
Other collaborations
Retail giant Target entered into a broad collaboration with Wicked, with thematic shopping experiences. Many of their stores have dedicated Wicked shops, with photo opportunities and giveaways. A store in New Jersey was even transformed into the Land of Oz. Huge displays offer exclusive merchandise: clothing, accessories, toys, home decor, and even a Bluetooth microphone. In addition, there was a major marketing campaign on TV and social media with Cynthia Erivo (Elphaba), who goes shopping at Target (aka: Targé).
Online, Target offers a special Wicked experience, with green and pink themes, videos and animations that reference the film. Here, customers can find the latest product launches, pre-orders and information about in-store events.
What do such collaborations mean?1
Wicked’s marketing strategy uses partnerships with iconic brands. This mainly results in the following:
- Strengthening the reach on social media. Ariana Grande’s 376 million followers on Instagram help, of course, although she is strangely not an executive producer. Her fans did fill Instagram and TikTok with unboxing videos and makeup tutorials, turning users into ambassadors who helped build the film’s reputation.
- Word of mouth: Visible products like Crocs and H&M apparel spark conversations between friends and influencers, creating a buzz that transcends typical film marketing and builds anticipation for the release.
The success of these partnerships is no accident. Each of these brands understood the core themes of Wicked — friendship, empowerment, and transformation — and found ways to integrate those elements into their products. It was clearly more than just slapping a logo on an item. This alignment with the film’s storyline creates an emotional connection between consumers and both the brand and the film, creating a win-win.Whether it’s product placement, celebrity partnerships, or themed experiences, there’s no doubt that entertainment collaborations work and are here to stay — and Wicked is leading the way (OK, they’re taking over from Barbie).
The sponsors will also be lining up in a long, green line for part 2. Many collaborations will already have been established, but there is certainly room for more.
- How Wicked’s Brand Partnerships are Shaping Movie Marketing by Hollywood Branded. ↩︎