"Turn on your TV, flip over your laptop, look down at your phone - it doesn't matter. There they are. Some of these spots, like magazine covers and Ari's SNL-hosting gig, make perfect sense. This is what actors do when they have a movie to promote. And perhaps none of this would feel so irritating if they weren't always popping up in Wicked-adjacent color schemes. But they do, so here we are."
"Did you know there's an adaptation of coming out this month? Did you know it stars Cynthia Erivo and Ariana Grande as Elphaba and Glinda? Did you know these characters are often represented by the colors green and pink? Did you know there's going to be a whole-ass second part coming out last year? Unless you've been on a silent retreat, you likely know that Wicked is out in theaters later this fall."
Wicked's film adaptation arrives in theaters this fall, starring Cynthia Erivo as Elphaba and Ariana Grande as Glinda. The marketing campaign has been pervasive, with the stars appearing at sports events, magazine covers, award shows, SNL, and branded retail displays. The campaign emphasizes Wicked-adjacent green and pink color schemes and wide merchandise distribution. The promotion strategy echoes tactics used for Barbie and has sparked complaints about culture-jacking and overexposure. Early screenings with celebrity entourages, such as the Kardashians, have amplified the visibility. Box office performance remains uncertain despite the saturation of promotional activity.
Read at Vulture
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