The Making of a Cultural Event: Wicked’s Two-Part Marketing Roll Out Paid Off

You’d have to have been somewhere over the rainbow to have missed the last two years of Wicked hype. The franchise has been inescapable and with the second film currently in theatres, it appears this approach paid off big time.

The buzz started years ago when it was confirmed Ariana Grande and Cynthia Erivo were stepping into the roles of the two most beloved witches on Broadway.

With an existing fanbase in place — the stage production of Wicked has raked in $5 billion worldwide since it opened in 2003 ...