The new film adaptation of a beloved Broadway musical–currently the third highest-grossing movie of the year–is making waves across social media. From its extensive marketing to the viral interviews of its actors, “Wicked” has quickly become a hot topic in the media. “Wicked” reveals the backstory of the Wicked Witch from L. Frank Baum’s classic “The Wizard of Oz,” portraying the Wicked Witch of the West and Glinda the Good Witch as college students. The film tells a tale of friendship while also tackling heavier topics such as inequality and propaganda. It includes many allusions to the original story and all the iconic songs from the musical. Although the film was recently released on November 22, it has been a long time in the making.
In 1995, author Gregory Maguire published Wicked: The Life and Times of the Wicked Witch of the West. The rights were originally sold to Universal Studios with the intention to produce a movie. Then, composer Steven Schwartz requested to make a musical, resulting in the Broadway show’s premier in 2003. Universal was still set on following through with the movie and was given a 2019 release date. This was soon pushed back to 2021 so Universal could prioritize another Broadway adaptation, “Cats.” COVID-19 halted production again, but in November of 2021, Universal announced that pop star Ariana Grande and British actress Cynthia Erivo were set to star in what would become a two-part film.
Part of the reason behind this film’s massive success has been its marketing and press tour. “Wicked” has collaborated with over 400 different brands to create products ranging from dolls to clothing to green and pink mac-and-cheese. This extensive–if at times unusual–marketing has garnered plenty of publicity for the movie.
The film also gained attention on social media through its press tour. In many interviews of “Wicked’s” actors, Grande and Erivo have responded to questions with tears and hand-holding, showing an intense appreciation for the film and each other. Social media users across the internet mocked the interviews for seeming overly dramatic and forced. Grande responded to this in an interview with “Entertainment Tonight,” saying, “You need to understand, it’s been, like, three years, people. Why does emotional availability scare you?”
These interviews have made it clear that the musical has not only been impactful to its stars but also to its fans. In the most popular interview yet, journalist Tracey E. Gilcrest says, “People are taking the lyrics of ‘Defying Gravity’ and really holding space with that, and feeling the power in that.” The actresses both seem moved but also confused by this, as Erivo says, “I didn’t know that that was happening… That’s really powerful–that’s what I wanted.” This clip has sparked even more attention online, creating a viral meme around the journalist’s odd phrasing.
“Wicked” has been a box-office success thanks to its multi-generational appeal. From older generations who watched “The Wizard of Oz” film as kids to younger generations who grew up listening to Ariana Grande and watching the interview clips on TikTok, it is clear that “Wicked” has something for everyone.
