Sure enough, the studio behind the pink-and-green publicity machine delivered an epic onslaught of all things Oz. A $7 million Super Bowl spot. Starbucks themed drinks and partnerships with 400 other corporate brands. A splashy stop at the Paris Summer Olympics. Scores of magazine covers. And a press junket for the ages.
“They needed to hit people over the head,” says one executive at a rival studio.
That’s because Universal was establishing “Wicked,” based on the Broadway smash, not as a fizzy musical for moms and daughters, but as a four-quadrant extravaganza on the scale of “Barbie.” The efforts paid off: “Wicked” launched with $112 million and set a box office record for stage-to-screen adaptations with $756 million globally.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.imdb.com ’
