‘Wicked’ $350M Promo Push Unprecedented For A Hollywood Studio; Bewitches Target, Lexus, Starbucks & More
deadline.comIf you were shopping in Target this weekend, you didn’t hear the sound of Christmas carols over the loudspeaker, rather the showstopper “Defying Gravity” from Universal‘s Wicked.
But there’s more, for on the main throughfare at the Sunset Blvd location, is a standee of Wicked attire, from slippers to sweatshirts.
Meanwhile over at their Starbucks, you had a choice between Elphaba’s Cold Brew and Glinda’s Pink Potion. While it should be a marshmallow world in the winter, it’s a Wicked one, and we’re just living in it.
For Universal Pictures in its line-up of 450 promotional partners, the studio has defied all gravity in racking up a media value forthe Ariana Grande and Cynthia Erivo tentpoleof $350M — the most ever for any Hollywood theatrical release.
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