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It seems like you can’t open TikTok without hearing Ariana Grande serenading our FYPs with “Popular! You’re gonna be popular!” And honestly? We’re not mad about it. This viral TikTok sound – one that segues from Cynthia Erivo’s iconic “Defying Gravity” riff to Ariana Grande’s rendition of “Popular,” while adding just a little bit of the score from the original Wizard of Oz for the true fans, is just one of the wicked marketing pieces released for the Wicked movie.
The 2024 release of Wicked – a two-part movie musical that follows the untold story of The Wizard of Oz’s Wicked Witch of the West – is having a huge cultural moment. This comes as no surprise to musical theater fans, many of whom have been part of the Wicked fanbase since the Broadway musical opened in 2003. The theatrics, charm and genius of the stage production has lent itself to a loyal fanbase for two decades.
In talks since 2014, the Wicked stage musical has finally been adapted into a star-studded film. With casting decisions of pop princess Ariana Grande as Glinda the Good Witch, powerhouse Cynthia Erivo as Elphaba the Wicked Witch, and heartthrob Jonathan Bailey as our leading man Fiyero, the Wicked movie (and its marketing!) has taken the internet by storm, bringing Wicked-mania into popular culture.
Read on to learn about the Wicked Marketing behind the Wicked Movie!
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Wicked’s Marvelous Merchandising
The Wicked movie marketing has taken hold of nearly every industry by collaborating with over 150 brands, emulating the aesthetics of Glinda and Elphaba by participating in various pink-and-green designs.
@ashtongaler Every Wicked Collaboration in 60 Seconds (PART 1) #wicked #wickedmovie #wickedmusical #glinda #elphaba #arianagrande #cynthiaerivo
♬ Popular – From “Wicked” Original Broadway Cast Recording/2003 – Kristin Chenoweth
That’s right, you have heard of Wicked movie marketing merchandise in:
- Crocs
- Barbie
- Monopoly
- Funk Pop
- Rice Crispy Treats
- Candles
- Headphones
- Advent Calendars
- Playing Cards
- Bluetooth Speakers
- MP3 Players
- Legos
- Suitcases
- Claire’s cups
- Themed Starbucks drinks
And more!
Among these collaborations are Ariana Grande’s makeup company R.E.M beauty, a 35 piece collection with Vera Bradley and a 400-piece Bloomingdale line. Emulating the Barbie movie’s takeover of pop culture just last summer, the Wicked marketing soars to new heights in order to sell products to an already loyal fanbase. It leverages Wicked’s Broadway cult following, while expanding the audience base, allowing hype for the film to reach widespread cultural saturation.
Wherever you go, pink-and-green products promote what is believably a soon-to-be blockbuster film.
For the Girls: The Power of Green, Pink, and Identifying with a Protagonist
Are you girly-pop Glinda or ethereal Elphaba? Is pink your color or are you more of a green girl? The Wicked movie marketing is bringing these beloved characters to the forefront of its campaign.
@brookieandjessie london wicked premiere 🥹 !! this movie is actually insane :’) @Wicked Movie 🫧🎀💚
Much like the Barbie movie, women are dressed to the nines for the film showings. Whether it be a Hollywood red carpet, or a hometown cinema viewing, fans are going all-out. Whether dressing as either of the film’s protagonists: pink princess Glinda the Good Witch, or as gorgeous green Elphaba a.k.a the misunderstood Wicked Witch of the West, fans aim to be loathed.
@elirallo Styling by the amazing Benjamin Holtrop!!! I cant wait for tmrw
A self-prescribed Glinda, influencer Eli Rallo models every outfit she tries on for the Wicked premier. From fluffy pink gowns to sparkling mini-dresses, Eli channels the vibes of Glinda the Good Witch through and through.
When it comes to Wicked Eli is not messing around. In another TikTok, Eli confidently proclaims that the “rules” for watching the Wicked movie are to, “DRESS UP. You’re not cool if you don’t dress up.”
@elirallo Rules for watching @Wicked Movie
Influencer Tabitha Swatosh does not need to be told twice. In this TikTok boasting over 4 million views, Tabitha proudly shows off her pink Glinda gown for the Wicked premier.
@tabithaswatosh AHHHHHHHHHHHHH I FEEL LIKE A PRINCESS
Like Eli, Tabitha has used the official Wicked movie TikTok sound, which boasts over 16k posts as of writing this blog and is forever stuck in our heads.
It does not stop at fashion: Media outlets have been tapping influencers, such as “the people’s Glinda” aka singing waitress / aspiring Broadway performer / TikToker Cara Rose DiPietro. Cara was tapped by media outlet Theatrely to take to the red carpet and interview Cynthia and Ariana herself.
@theatrely @Cara Rose DiPietro asking the IMPORTANT questions. #Glee or #Smash with the cast of the #WickedMovie @Wicked Movie #wicked #broadway #theatrekid #theatretok #fyp #foryou #cynthiaerivo #arianagrande #gleek #letmebeyourstar #bowenyang
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Likewise, the Wicked marketing team itself tapped our girl Eli to host a “street-style” interview. Clad in a Wicked hat and Emerald City-green scarf, Eli ran through the streets of New York City, surprising fans with a sneak peak of the film’s soundtrack.
@wickedthesoundtrack 2 days until #wickedthesoundtrack is yours! Here is what you can expect…✨ #newmusic
Singing from the Heart: The Stars of the Show
It is clear that the Wicked movie marketing has pulled out all the stops in the merchandising department – and it is clear that influencers have hopped on the trends themselves, further bringing the film into the cultural zeitgeist.
But influencers are certainly not the only ones promoting the film: Actors Ariana Grande, Cynthia Erivo and Jonathan Bailey have been giving the Wicked marketing their all in a press tour that started nearly 9 months ago when the Wicked trailer dropped during the Superbowl.
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Grande and Erivo have been going viral for their emotional response to all the support for their film. Entertainment Tonight compiled Ariana and Cynthia’s most emotional moments, many of which have gone viral on Twitter/X and TikTok.
Although it may seem like silly PR to be crying in nearly every interview, it gives the tour a feeling of authenticity. And the starlets’ emotional response is easy to believe. Both Cynthia and Ariana have cited Elphaba and Glinda as their dream roles; the two stars are truly working on their dream film.
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The opportunity to work on the project of a lifetime would render anyone emotional – from influencers being invited to Wicked red carpets to Ariana and Cynthia pouring their hearts into the film. In the video, Cynthia exclaims “It [the crying] is out of happiness! And joy!”
The Wicked social media accounts themselves are leaning into the actress’s adoration of the film. They bring us along for a day onset with Cynthia as Elphaba. From going green in the dressing room to singing live on a soundstage, Cynthia glows with passion for the project.
@wickedmovie A day filled with magic and wonder on set with @Cynthia Erivo 🧹💚
The actress’ authenticity – and perhaps a bit of theater kid flair – brings an emotional, resonant energy to this press tour that feels unmatched by other marketing and PR campaigns.
When in Oz: What Can We Learn?
Long-time theater fanatics have watched as, one-by-one, Broadway classics have been adapted into movies. More often than not, a movie musical is likely to flop in the box office. Between the marketing of both Into the Woods (2014) and Mean Girls (2024) seemingly forgetting that the projects were musicals at all, as well as star-studded West Side Story (2021), Dear Evan Hansen (2021), and Cats (2019) barely hinting at breaking even in the box office, the market for movie musicals has seemed bleak for a while now.
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Wicked knew it needed to defy gravity in order to soar. The pink and green merchandising, influencer marketing, and press touring to the nines, all revolving around tapping into, saturating, and expanding an already existing fanbase has worked so far. Wicked made $164.2 million in the U.S, Canada and international markets during its first weekend – the biggest opening weekend for an adaptation of a Broadway musical since the 2012 release of Les Miserables.
Wicked is not shying away for what it is – a flamboyant story of friendship and the untold story of a misunderstood movie villain. This message is resonating with audiences so far. But the Wicked movie is not flying solo. Wicked Part 2 is on the way, with a release date set for almost exactly a year from now. The question is, will the Wicked movie marketing hold up, inspiring audiences to attend part two? Or will interest in Oz grow old by November 2025? Only time may tell.
