When Wicked debuted in theaters in 2024, it didn’t just break records—it created a cultural moment (some would say it defied expectations). With a jaw-dropping $164 million opening weekend surpassing other notable Broadway film adaptations like Les Miserable and Mean Girls, the beloved story featuring some of the world’s biggest stars was immediately a box office triumph and a marketing masterpiece. Behind its success was a multifaceted strategy picking out the perfect partnerships that not only thrilled fans of the original, but also reached entirely new audiences of all ages and preferences (even the musical haters).
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