Wicked PR: How the 2024 Movie Created a Storm Before Ever Hitting Theaters
When you hear the word wicked in 2024, only one thing comes to mind: the highly anticipated Broadway adaptation musical starring Ariana Grande and Cynthia Erivo. With news of a film adaptation first announced in 2016, it has been a long road to see the iconic yellow brick road back on the big screen. In a digital age, the PR of a movie is no longer limited to large billboards and well-crafted posters; they take a life all their own, and Wicked is no exception. The year-long campaign has featured plenty of highs and a few notable lows.
Wickedly Good PR
The Broadway hit Wicked premiered in 2003. It starred the talented Kristin Chenoweth and Idina Menzel as Galinda and Elphaba, respectively. With such an impact on the Broadway stage, it was only a matter of time before it would make its way to the Hollywood Screen. The film's two stars, Ariana and Cynthia, were announced in 2021. The movie in the last year alone has garnered much attention and anticipation. Boston University sat down with College of Communications Professor Amy Shanler, who dove into the film's marketing. Professor Shanler discussed the monumental number of partnerships in marketing leading up to the movie premiere, with a whopping 400 brand collaborations, from Crocs, Patrón, and Stanley Cups to Betty Crocker cupcakes. Professor Shanler remarks on the overwhelming amount of collaborations, saying “It’s a cultural moment and no one wants to be left behind. That’s why we’re seeing so many collaborations.”
As illustrated in an article titled “The Dark Side of Pop Culture: A Look at Its Impact on Society” by Emotional Intelligence Magazine, the need and desire to feel a part of something, especially when it comes to pop culture is a fundamental building block of value and identity to belong. Fans are encouraged to collect items they relate to, whether they buy the Wicked Soundtrack vinyl or use a new R.E.M Beauty makeup set. The fun doesn't stop there, social media has allowed consumers to feel involved, engaged, and a part of the fun with TikTok trends utilizing the “Popular” soundbite by Ariana in videos or imitating the dance sequences from the movie featuring the song “loathing.” In this dance sequence, individuals aim to replicate Ariana’s fast paced, hair flipping routine to perfection. These moments of enjoyment lend themselves to allowing the fans to find their communities in a digital landscape.
The Wicked Ways of PR
While the release of Wicked has been a hit and critics and fans alike have praised the movie, it hasn’t avoided controversy. In the summer of 2023, Ariana and her partner, Broadway star Ethan Slater, who is in the film as the character of Boq, faced backlash for their relationship. Both stars were still legally married to their respective partners when their relationship was brought to light, creating quite the news break.
In the past year alone, the movie tie-ins have included various items, including the Stanley
Tumblers in Glinda pink and Elphaba green causing commotion when customers at a Target in Missouri nearly fought over the items. Before the November 22nd release, Elphaba star Cynthia was at the center of controversy as she slammed a fan edit of the movie poster. The altered work, inspired by the original Broadway poster, no longer showed Elphaba’s eyes. Instead, it positioned her witch hat over her face. Cynthia was outraged over the edit. In an interview with the 2024 CFDA Awards, she said, "I am passionate about it and I know that the fans are passionate about it, and I think for me it was just a human moment of wanting to protect little Elphaba." A public relations campaign can crash, burn, or defy gravity as it goes through the yellow brick road to success.
Whether the movie has gotten your attention directly or indirectly, for good or for bad, it showcases how the PR influence can be an effective tool to be seen and heard. How we consume media is rapidly evolving to fit the means and methods we find ourselves involved in and PR is not missing the chance to be at the forefront for all the good, all the bad, and occasionally the wicked parts of PR.
Shelby is a senior majoring in Advertising/Public Relations, emphasizing PR. This is her second semester being involved with PRSSA. She is interning at the GVSU's career center as an Adult & Alumni Marketing/Social Media intern. After graduation, she hopes to work in motorsports as a PR or communications specialist.