Summary:
Universal is promoting the sequel “Wicked: For Good” after the first film's $700 million success.
Marketing experts highlight the challenge of engaging both die-hard fans and casual viewers.
The campaign will leverage 10 Academy Award nominations for added recognition.
A teaser trailer debuted during the Super Bowl to kickstart the marketing efforts.
The film's release is strategically timed for Thanksgiving, capitalizing on family gatherings.
The Exciting Challenge Ahead
Universal is gearing up for the release of “Wicked: For Good,” following the massive success of its predecessor, which raked in over $700 million globally. The challenge lies in keeping the enthusiasm alive for both die-hard fans and casual viewers.
Engaging the Audience Without Oversaturation
According to marketing experts, the hype surrounding the first film's success makes the promotion of the sequel smoother. Mike Polydoros, CEO of PaperAirplane Media, emphasizes the importance of keeping fans engaged without overwhelming them with too much information. “They’ve marked their calendars for the second part of the movie,” he noted.
Leveraging Awards and Recognition
The marketing campaign will benefit from the first film’s accolades, including 10 Academy Award nominations, which will be highlighted in promotions for the sequel. This strategy aims to maintain interest and excitement leading up to the release in November.
A Fresh Take on a Proven Strategy
The marketing plan for “Wicked: For Good” is set to mirror the successful tactics used for the first film, with adjustments to keep it fresh. Universal’s strategy kickstarted with a teaser trailer during the Super Bowl, showcasing a glimpse of Oz and a powerful performance of “Defying Gravity.”
Star Power and Brand Partnerships
Universal plans to utilize its stars effectively, with Ariana Grande and Cynthia Erivo participating in various promotional events, including a surprise performance at the Met Gala. The marketing push will include over 400 corporate brand partnerships, flooding retail spaces with themed merchandise, from apparel to home decor.
Timing is Everything
Scheduled for release just before Thanksgiving, “Wicked: For Good” is strategically placed to capitalize on family gatherings and school vacations, similar to the first film's release strategy. Cinemas will also play a crucial role in marketing the film, using unique promotional items and experiences to draw audiences.
Conclusion
As Universal prepares for the sequel, the focus remains on evolving the marketing strategy while honoring the successful elements of the original film's campaign. The aim is to create a memorable cinematic experience that resonates with audiences of all ages.
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