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‘Wicked’ $350M Promo Push Unprecedented For A Hollywood Studio; Bewitches Target, Lexus, Starbucks & More
Universal's promotional partner campaign for 'Wicked' is valued at a record-breaking $350 million, biggest for any Hollywood studio. Brands include Target, Lexus, Google Android
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. This includes a line of Wicked tumblers in addition to Glinda Pink Potion aka a Mango Dragonfruit Starbucks Refreshers Beverage with a swirl of creamy coconut milk and a sparkle of ruby-red cookie crumbs. Such is par for the course for Universal, to be everywhere all at once around the globe with their marketing campaigns, whether it’s the first Jurassic Park back in 1993, Jim Carrey’s 2000 title How the Grinch Stole Christmas, the overseas push on No Time to Die, or the Despicable Me franchise.
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