The Highs and Lows of Wicked’s PR Strategy
As a fan of the Wizard of Oz (I even had two cairn terriers) and someone who has seen Wicked on Broadway, I was absolutely excited to hear that it was going to be turned into a movie starring Ariana Grande (Nickelodeon’s Victorious), Cynthia Erivo (Universal Picture’s Harriet) and Bridgerton’s Jonathan Bailey (Anthony). Nevertheless, with Wicked’s PR strategy taking months, there was plenty of time to examine how the movie was promoted. Here’s a look at where the PR team nailed it—and where they could have done better.
The Highs: Moments of Brilliance
1. Star Power and Social Media Teaser
From the get-go, Wicked tapped into its stellar cast, including Ariana Grande as Glinda and Cynthia Erivo as Elphaba. The mere announcement of their casting set the internet ablaze. Both stars have taken to social media to share snippets of their journey, from behind-the-scenes rehearsal snapshots to heartfelt reflections on the roles. This personal touch helped build a sense of intimacy with fans and kept the conversation alive.
Key takeaway: leveraging the influence of well-loved celebrities in tandem with authentic storytelling is always a PR win.
2. Strategic Use of Nostalgia
Wicked is a cornerstone of modern musical theater, and the marketing team wisely tapped into its legacy. Through campaigns that invited fans to share their own Wicked experiences—like when they first saw the show or how it impacted them—the team successfully reignited old fandoms while introducing new audiences to the magic.
3. Bold, Split-Release Announcement
The decision to split Wicked into two movies created waves of discussion. While a risky move, the buzz generated by this announcement—paired with assurances that it would allow for greater depth and justice to the story—dominated headlines and encouraged debate among fans.
The Lows: Missed Notes
1. The Cast’s Low Likeability Factor
According to Robert Cialdini, author of Influence: Science and Practice, talks about the Liking Principle. It states that people prefer to work and support those who they like. Between Ariana Grande and Ethan Slater’s romantic relationship blossoming during the filming of the movie (both were married and he had a newborn with his ex-wife) and Cynthia Erivo’s comments on a fan-made poster, a tribute to the original Wicked poster, calling it “offensive,” these celebrities have made it difficult to support them. Will these incidents hinder the movie’s success?
2. Confusing Marketing Timeline
One of the most significant missteps was the inconsistency in promotional timing. After a strong initial announcement, there were long stretches of silence most likely due to Ariana/Ethan’s relationship. According to Daily Mail, studio executives at Universal Pictures told the pair to “disappear for six month.” In the age of constant content, such gaps can lead to dwindling interest, even for highly anticipated projects.
3. Mattel’s Barbie Doll Fumble
The anticipation of a big movie release comes with new opportunities to partner with other brands. What better way to make a statement than having Barbie dolls based on the female leads. Except there was a big mistake. Mattel was suppose to print a URL on the back of the box that would take fans to the official movie website but instead it took them to an X-rated website. Yep. You read that right. Mattel, whose target audience is children and parents, printed a p@rn site. Read more about that here.
4. Mixed Reactions to the Visuals
When the first images and teaser clips finally dropped, the reception was polarizing. Some fans loved the fantastical landscapes, while others found the CGI-heavy designs too artificial. A clearer balance between modern technology and the theatrical roots of Wicked might have created a more universally positive response.
Final Thoughts on Wicked’s PR Strategy
The journey of Wicked to the big screen is a study in how to navigate the tricky terrain of fan anticipation. While the highs—leveraging star power and nostalgia—prove the PR team knows its audience, the lows highlight the importance of consistency, pacing, and the need to show, not just tell, when promoting a movie this big.
As the theater release approaches, I’m eager to see how well will Wicked do. As for me, I still plan on watching the movie simply because I am such a huge fan of The Wizard of Oz and I absolutely do find Ariana Grande’s singing to be one of a kind.
Wicked is destined to make headlines. Whether they’ll be “Defying Gravity” or crashing back to Oz remains to be seen.
What do you think about Wicked’s PR Strategy? What would you have done differently? Write a comment below.
Wishing you peace and love.
-Belkis
