Wicked the Movie: A Marketing Masterpiece with Ariana Grande and Cynthia Erivo

Why Wicked is a Big Deal

Wicked, based on the Broadway hit, delves into the untold backstory of the witches of Oz, blending themes of friendship, betrayal, and self-discovery. This two-film approach not only allows for a richer narrative but also gives Universal Pictures an extended window to market the story. Musical adaptations have seen a resurgence with Les Misérables, La La Land, and The Greatest Showman.

Wicked aims to build on this momentum, particularly by casting Grande and Erivo—global icons in pop and theater circles, respectively. In this article, Hollywood Branded investigates what sets Wicked apart as one of the most highly awaited films in years.

Co-Promotions and collaborations: a brand bonanza

Universal has partnered with major brands to create immersive and memorable Wicked experiences, from fashion lines to beauty products. Here are some standout collaborations:

• Beauty Giants: MAC and Sephora
  MAC has introduced a Wicked-themed makeup line inspired by Glinda’s sparkling elegance and Elphaba’s bold defiance. The campaign encourages fans to explore their own “good” and “wicked” sides through vibrant palettes, glittery highlighters, and dramatic eyeliners. Sephora, meanwhile, is hosting pop-up “Oz Glam” experiences in select cities, offering fans makeovers tied to the film’s aesthetics.

• Fashion Partnerships: Wicked Wardrobe
  A capsule collection with high-fashion brands like Rodarte and accessible lines at H&M ensures that fans can channel Wicked in their wardrobes. Expect ethereal pastel pieces for Glinda enthusiasts and edgy, dark ensembles for Elphaba devotees.

• Streaming Music Tie-Ins: Spotify and TikTok
  Grande and Erivo have both teased tracks from the Wicked soundtrack on social media. Spotify has rolled out playlists blending songs from the original musical with curated tracks that fit each character’s mood. TikTok has become a hub for fan covers, dance challenges, and makeup transformations inspired by the witches.

• Limited Edition Merch: Starbucks and Funko Pop
  Starbucks has jumped in with a Wicked-inspired menu, featuring an “Emerald Frap” and “Bubblegum Mocha.” Funko Pop is releasing exclusive figurines of the main characters, fueling collector enthusiasm.

• Luxury Collaborations: Swarovski and Tiffany & Co.
  Swarovski’s crystals play a prominent role in Glinda’s shimmering costumes, and the brand has released a jewelry line that mirrors these iconic designs. Tiffany & Co. has unveiled a special emerald collection celebrating the land of Oz.

These collaborations extend the Wicked experience beyond the screen, transforming it into a lifestyle event.

Photo Credit: Theatre Matters

the "holding space" meme: virality meets marketing

One of the most unexpected boosts to Wicked's pre-release buzz is the viral “holding space” meme, stemming from an interview with Cynthia Erivo. During the interview, a journalist asked Erivo if she was aware that fans were "holding space" for the lyrics of Defying Gravity. Her reaction—a mix of genuine confusion followed by a shift to a more heartfelt and receptive acknowledgment—sparked a wave of internet humor.

The meme’s joke lies in its relatability: no one, including Erivo, knows what it means to “hold space” for lyrics. Fans have taken this moment to create reaction GIFs, captions, and humorous reinterpretations, turning Erivo’s response into a symbol for navigating modern, overly sentimental language.

This meme works for Wicked in several key ways:

• Humanizing the Stars: Erivo’s candid and slightly bewildered reaction makes her more relatable, reinforcing her connection with fans.
• Expanding the Conversation: While Wicked’s themes and music are already popular, the meme introduces the film to audiences who might not have engaged with it otherwise.
• Tying to Broader Themes: The meme, unintentionally or not, mirrors Wicked’s exploration of perception versus reality—how we present ourselves versus what we truly feel inside.

Rather than ignore the viral moment, Universal Pictures has subtly embraced it, allowing the internet to run with the humor while maintaining focus on the film’s larger narrative.

Photo Credit: H&M

MEME CULTURE AND MOVIE MARKETING

The “holding space” meme is just one example of how virality can elevate a film’s profile. Today’s most successful movie campaigns harness internet culture to build anticipation and relatability. Other notable examples include Barbie's “Hi, Barbie” trend and Spider-Man: No Way Home's multiverse speculation.

For Wicked, Universal’s embrace of the meme positions the movie as culturally savvy and in tune with its audience. The meme’s playful, self-aware tone resonates particularly well with Gen Z and millennials, who appreciate when studios don’t take themselves too seriously.

Marketers can draw several lessons from this:

1. Encourage Organic Creation: Fans love to feel like co-creators. Sharing behind-the-scenes content or releasing ambiguous visuals invites interpretation and creativity.
2. Be Responsive: By acknowledging viral trends in real time, brands can amplify their reach and show they’re paying attention.
3. Bridge Online and Offline: Memes can inspire real-world activations. Imagine a Wicked-themed photo booth where fans can recreate the “holding space” moment.

the long-term impract on wicked

All signs point to Wicked becoming a cultural and commercial triumph. Its marketing strategy, fueled by brand collaborations and meme culture, ensures widespread visibility and engagement. But the ripple effects could go even further:

• Soundtrack Dominance: With music at its core, Wicked’s soundtrack could dominate streaming charts, echoing the success of The Greatest Showman.
• Award Season Buzz: The film’s prestige, star-studded cast, and innovative visuals make it a likely contender for Oscars and Golden Globes, which would boost its second installment’s visibility.
• Franchise Potential: If the two films succeed, Universal could expand the Wicked universe through spin-offs, prequels, or immersive experiences.

The film’s success also demonstrates the evolving nature of movie marketing. In today’s landscape, creating a cultural moment is as important as crafting a cinematic masterpiece. With Grande, Erivo, and a stellar marketing team behind it, Wicked is poised to enchant audiences worldwide.

Photo Credit: NBC Universal

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