From Broadway to blockbuster: How Universal built a multi-million dollar ‘Wicked’ empire

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Back in 2024, Universal conjured a pink and green tornado that swept pop culture.

Everywhere you looked, “Wicked” was present – from special drinks at Starbucks and collectible dolls, to stars Cynthia Erivo and Ariana Grande promoting the movie at the Olympics and in numerous interviews. It felt impossible to avoid the buzz surrounding the film.

I’m really excited – the marketing for “Wicked: Part Two” is really ramping up now that the movie’s hitting theaters at the end of the week! It feels like everywhere you look, there’s something new about it.

Beyond Lego sets, you can now find products like Gain scent boosters, Swiffers, and Pottery Barn bedding tied into the ‘Wicked’ brand. The popular musical also had a presence on television, with a ‘Wicked’-themed night on ABC’s ‘Dancing With the Stars’ and a special musical event, ‘Wicked: One Wonderful Night,’ airing on NBC.

As a huge fan, it’s become clear that Universal wasn’t just making a movie – they were building a massive franchise! And it’s working! The first film alone has made almost $759 million worldwide, and that’s before you even factor in all the money from toys, theme park attractions, and everything else. They really had a plan to take over pop culture, and it’s paying off big time!

Hollywood Inc.

Over ten years after the first “Hunger Games” movie was released, a stage play based on the film will debut in London. This is part of a growing trend of popular movies being adapted for the theater.

Besides the money it brings in right away, “Wicked” offers Universal something special: a franchise centered around women, a group that hasn’t been the focus of many recent big movies. This is a largely untapped audience, especially considering how many films lately have been made with men in mind.

The Broadway show’s long-running success – over twenty years – convinced Universal Pictures it could work as a movie, according to David O’Connor, who leads franchise development at the studio. O’Connor has been a supporter of the show for a long time, having seen it evolve from an early script reading on the Universal lot, through the addition of musical numbers, and finally during its San Francisco run.

He explained that they saw huge potential in the film to build a strong fanbase and make ‘Wicked’ a major part of popular culture. He felt the characters, particularly the two leads, and themes like friendship, finding yourself, and becoming empowered would connect with audiences everywhere. Plus, the magical setting of Oz, Shiz, and Munchkinland presented a fantastic opportunity to create something special.

“Wicked” has proved to be a key boost to Universal’s lineup of blockbuster franchises.

Despite successful franchises like “Jurassic Park,” “Despicable Me,” and “Fast & Furious,” the studio hasn’t built as many original stories and characters as competitors like Disney and Warner Bros., according to Brandon Katz, who leads content strategy at Greenlight Analytics.

He explained that the series has become a vital and innovative cornerstone for Universal Pictures. He believes the two-part movie event will generate significant and lasting profits for the studio for many years.

Both movies were filmed at the same time, and together they cost $300 million to make—around $150 million each.

Hollywood Inc.

Short-form romantic dramas, often called ‘micro dramas,’ are creating new job opportunities in the entertainment industry. However, these lower-budget productions are also causing worry among Hollywood unions.

Demand for the upcoming “Wicked: For Good” movie is exceptionally strong. As of Thursday, Fandango reported it had sold more pre-sale tickets than any other film this year. It’s also broken records as the highest-selling PG-rated movie on the platform, surpassing previous hits like the live-action “Beauty and the Beast” (2017), “Frozen 2” (2019), and the original “Wicked” film.

Industry experts predict the movie will earn between $150 million and $160 million during its opening weekend.

The film’s success with women is especially important, considering how few movies aimed at female audiences came out this year. While there’s been a lot of discussion about the lack of films focused on women, recent big hits have been rare, with ‘Barbie’ (2023) and ‘Wicked’ (last year) being notable exceptions.

According to Alisa Perren, a professor at the University of Texas at Austin, Hollywood often seems to ‘rediscover’ female audiences every few years with a successful movie. She notes that it’s surprising how few films specifically aimed at women are actually released in mainstream theaters.

To appeal to both longtime fans and new viewers, Universal used its “Symphony” program, coordinating promotion across all parts of the company to maximize the film’s reach.

O’Connor explained that the program was previously featured in films such as “Despicable Me” and is now essential to their marketing strategy.

To build excitement for the upcoming film, the studio hosted a special event called “Wicked Fest” on the London set in 2023. Over 200 people involved with the franchise—including partners, filmmakers, and cast—were invited to experience the story firsthand, meet the creative team, and explore departments like costume and prop design. While the studio has offered set visits before, this event was much more comprehensive.

According to O’Connor, the open house was a turning point, leading to key partnerships and helping the franchise thrive. A prime example is Lego, which became a partner with “Wicked” following the event and has since collaborated on both movies through product lines and even a special episode of “Lego Masters.”

Since people weren’t already familiar with the Broadway show in every part of the world, partnering with major companies was crucial for making “Wicked” well-known internationally, he explained.

Even though “Wicked: For Good” finishes the two-part movie series, director Jon M. Chu didn’t reveal any plans for future installments.

“Our focus remains on building experiences that will deepen that connection to ‘Wicked,’” he said. “And all I can say is, we are very committed to ‘Wicked,’ but it’s probably too early to share much more than that.”

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2025-11-21 14:32