For Good’ creates unique marketing challenges | Real Time Headlines

universal Hopefully the excitement surrounding Wicked will last forever.

The studio faced a unique challenge: promoting and releasing two underlying films a year apart. The first part of the “Wicked” movie project has had dazzling box office results, with global box office revenue exceeding $700 million as of Sunday. Not only did it have the highest-grossing debut of any Broadway adaptation, it is also currently the highest-grossing Broadway musical, according to Comscore.

Ahead of the November release of the second installment of “Wicked: Forever Good,” the question facing Universal Pictures is how to keep its biggest fans engaged without alienating casual viewers.

Marketing experts told CNBC that pent-up demand for the film, coupled with the success of the first film, made it easier to promote its follow-up.

“(Generating) nearly $500 million in box office revenue is an incredible feat for this movie,” said Mike Polydoros, CEO of film marketing agency PaperAirplane Media. “They have so many fans who watch it over and over again. movie and come sing along. They’ve already marked their calendars for part two.

“So the marketing for it is more about keeping that group engaged and keeping them (informed) … and giving them enough nuggets without oversaturating them,” Polydoros said.

Universal Pictures already has one thing working in its favor: When it launches its marketing campaign for Wicked: Forever Good, it will be able to add the Best Picture Oscar nominee to its franchise promotions.

Thursday, The studio received 10 nominations Work on “Wicked” included lead actress, supporting actress, film editing, sound, score, production design, costumes, visual effects, and makeup and hairstyling.

“There’s no debate,” said Universal Pictures Chief Marketing Officer Michael Moses. told Variety in November. “When you’re working on material, you always have conversations like this. But if there’s one sound associated with ‘Wicked,’ it’s definitely the end of ‘Defying Gravity.’ … It’s reassuring to end this position with it.” , and inevitably the right decision.

Following the Super Bowl spot, another trailer was released at the annual CinemaCon in Las Vegas in April, with Elphaba (Erivo) and Glinda (Ariana Grande) also making quick appearances. A month later, the two stars attended the Met Gala in New York, walking the red carpet together and ending the night with a surprise performance. Then, in July, the two were spotted attending the Paris Olympics, which were televised by NBC.

“Throughout the entire process, our filmmakers and our talent have been easily accessible,” said Dave O’Connor, president of franchise management and brand strategy at Universal Pictures. “Many of them have been very accessible. People are involved in every part of our campaign, from the direct marketing we do for the film, to our partnerships and some of the unique opportunities our company brings, so I think that’s also why the process feels organic and authentic.

Universal Pictures launched a massive marketing push over the summer by providing audiences with different versions of the film’s trailers and teaser videos – More than 400 corporate brand partners. Retail stores are filled with pink and green merchandise ranging from clothing, accessories, footwear, beauty and apparel to home décor, toys and even one-of-a-kind cars. The collections range in price, allowing consumers to choose from affordable to luxury options that showcase their love for all things “wicked.”

“I’m often asked, ‘How are the showings going?’” said Brandon Jones, president and chief marketing officer of FilmFrog. “I think Wicked is a perfect example of that. The state of the exhibition has always been to influence culture.”

With nine months until Wicked is released in theaters, Universal Pictures will be looking to repeat the success of the first film’s marketing campaign, but with a few changes.

“I think our intention is not to copy, but to evolve and continue to do incredible work and find the right balance of partnerships that are innovative and really at the heart of the next movie,” O’Connor said.

Wicked: Always Good will then be able to capitalize on school holidays and family gatherings to drive strong ticket sales in its second week – “Wicked” uses the same strategy During last year’s Thanksgiving holiday, Disney unexpectedly launched “Moana 2.”

Cinemas will also consider capitalizing on the success of “Wicked” when promoting “Wicked: Forever.” While Universal Studios will provide creative assets such as trailers, stand-ups and other digital and physical materials, theaters large and small will find ways to attract audiences to them through special collectible popcorn buckets and unique food and beverage options. location.

“Really, until the last (decade), exhibitors relied on the studios to do most of their marketing, and that really started to change around 2016 or 2017,” Jones said. “Because the relationship between movies and moviegoers is really managed by the exhibitors. Because you’re not buying your ticket to Wicked from Universal. You’re buying it from your local movie theater.”

Jones noted that the quick release of “Wicked: Forever” almost a year after “Wicked” allowed movie theaters to engage with audiences more keenly.

Using ticket sales data, theaters can conduct one-on-one marketing during the 12-month period between releases to not only promote the second film but also entice moviegoers to return for other in-theater programming similar to Wicked. ”.

“It’s one thing to sell a movie, it’s another thing to sell the experience of going to the movie,” Jones added.

Revealed: Comcast is the parent company of NBCUniversal and CNBC. NBCUniversal is the distributor of “Wicked” and owns NBC Sports and NBC Olympics. NBC Olympics is the U.S. rights holder for all summer and winter Olympics through 2032.