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Will ‘Wicked’ box-office success rejuvenate the tricky business of Broadway adaptations?

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Will 'Wicked' box-office success rejuvenate the tricky business of Broadway adaptations?

As someone who has spent countless hours immersed in the magical world of musical theater, I must say that the success of “Wicked” is nothing short of extraordinary. The way Universal Pictures managed to bring this beloved Broadway production to life on the big screen is truly commendable. It’s not every day we see a film defy gravity, both literally and figuratively!

As a devoted admirer, I can attest that creating a musical film defying gravity isn’t an easy feat, especially when it’s based on a Broadway production.

Given the blockbuster debut of Universal Pictures’ “Wicked” over the weekend, it could provide a good incentive to give it a watch.

In its debut, the movie adaptation directed by Jon M. Chu earned an impressive global revenue of $164.2 million, making it the highest opening weekend for a film based on a Broadway production, outperforming 2012’s “Les Misérables” ($103 million) in this regard. The domestic box office earnings for the film amounted to $114 million.

As a theater enthusiast, I’ve found that transitioning Broadway productions to the silver screen can sometimes be a roll of the dice. While hits like “Wicked” gracefully strut their stuff, there are missteps, like Universal’s “Cats,” that fall flat at the box office.

According to Shawn Robbins, who is the director of analytics at Fandango, the seller of movie tickets, and also the founder of Box Office Theory, a tracking site, film adaptations of Broadway plays typically have pre-existing fan bases with specific expectations for the movie version.

If they believe the original content isn’t respected, they won’t hesitate to express this, often using social media platforms. And if it turns out well, they’ll be just as quick to share their positive feedback.

Universally, they boast an extensive history of producing Broadway-style musical films, as evidenced by their ongoing work. For instance, they’re currently adapting the musical version of “Death Becomes Her,” a project stemming from the 1992 Universal movie.

The studio has had significant box office success in the past with movies like “Les Miserables” and “Mamma Mia!”, but it has also faced criticism for films such as the 2019 release “Cats”. This movie was widely mocked due to its unusual combination of CGI and real-life actors (like Taylor Swift) to create the singing cats.

Universal’s 2021 adaptation of “Dear Evan Hansen” also faltered after receiving brutal reviews.

Lately, other movie musicals have misfired at the box office.

As a movie enthusiast, I found myself somewhat disappointed with my experience at the cinema this autumn. The anticipated sequel to Warner Bros. Pictures’ comic book series, “Joker: Folie à Deux,” didn’t quite hit the mark for me, only managing to gather $206 million globally against a production budget of at least $190 million. I couldn’t help but notice that earlier this year, Paramount Pictures’ musical adaptation of “Mean Girls” seemed to shy away from showcasing its roots in trailers, and while it didn’t impress the critics, it did meet analysts’ box-office expectations. Sadly, another Warner Bros. production, “The Color Purple,” also faced challenges this year.

Translating the energy of a live stage production onto the big screen can be quite challenging, especially when deciding which play to adapt initially. Successful transitions from Broadway to Hollywood usually feature a story that resonates with audiences, catchy music that stays in one’s mind, and enough recognition to draw both loyal fans of the original stage show and newcomers who have only heard about it before.

Desiree Garcia, an associate professor at Dartmouth College and author of ‘The Movie Musical’, stated that studios are cautious about financial losses and musicals in particular. People either adore or despise this unique genre, which doesn’t promise a successful box office. So, the question is: how can you create a musical without depleting resources? The time-tested stage production seems to be the solution.

Additionally, it’s worth noting that “Wicked” is built upon a rich foundation of earlier works. The movie is derived from the popular stage play with the same title, which in turn is loosely inspired by Gregory Maguire’s 1995 novel, a creative retelling of the 1939 film musical and L. Frank Baum’s original book titled “The Wizard of Oz.

Universal Pictures’ head of domestic distribution, Jim Orr, stated that under Donna Langley’s leadership, our studio tends to make bold moves when the chance arises. Clearly, ‘Wicked’ was one such daring move.

A significant factor contributing to “Wicked”‘s triumph is undeniably its effective advertising strategy, whereby Universal collaborated with approximately 400 global brands such as Target and Starbucks.

In the time preceding its premiere, Cynthia Erivo and Ariana Grande were frequently seen in various events, including the 2024 Paris Olympics (televised by Universal’s affiliate, NBC), the Oscars, and a comprehensive media tour, making their presence felt everywhere.

The promotion for the film has fueled curiosity about its soundtrack as well. Since the release of the soundtrack on November 22nd, the popular song “Defying Gravity,” sung by Erivo as Elphaba and Grande as Glinda, has been played approximately 4.9 million times on Spotify. Not far behind is Grande’s catchy “Popular,” which has garnered nearly 4.6 million streams.

As a cinephile eagerly looking forward to next year, I can’t help but feel my excitement building for the upcoming release of “Wicked: Part Two.” Based on the overwhelming response and success of its predecessor, it’s clear that this sequel is highly anticipated by both fans and industry analysts alike.

According to Robbins from Fandango, if audiences show strong interest in musicals, it could lead other studios to reevaluate their perception of musicals as outcasts within the genres. This is likely one of the main lessons we’ll learn.

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2024-11-26 02:03

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