Holding Space for Wicked: Part One’s Collaborations

Image courtesy of Universal Pictures

December 9th, 2024

By Taylor Benedict

Article topics: Gen Z Marketing, Brand Collaborations, Film Marketing

The Wicked: Part One marketing team pulled out all the stops during their promotional activity for this musical movie. Wicked: Part One was released in theaters on November 22, 2024. In anticipation of the film, stores, billboards, and social media were flooded with a wide variety of promotional material. 

It was impossible to miss the advertisements featuring the character’s iconic color scheme, green and pink. Outside of the common promotional strategies utilized in upcoming movie releases, the marketing team for Wicked: Part One invested in various collaborations to promote their film. 

Collaborations included: 

• R.E.M. beauty 

• Target

• Starbucks

• Crocs

• OPI Nail Polish 

• Stanely 

• Forever 21

The list goes on! The most notable collaboration includes R.E.M Beauty, Ariana Grande’s makeup line. Ariana is one of the main characters in Wicked: Part One. R.E.M Beauty is already a well-established popular makeup brand associated with Ariana Grande’s fanbase. The makeup’s packaging is brightly colored green and pink, and sold alongside various merchandise for the movie in stores like Target and Ulta.

Brand collaboration is a valuable strategy that can help products leverage the success of other brands to propel their own brands forward. Wicked: Part One is a stellar example of utilizing collaborations to build anticipation and “hype” for the movie’s upcoming release. Be sure to check out the musical in theaters!