How “Wicked” Revived Musicals and Transformed Event Cinema

The release of “Wicked: Part One” in November 2024 marked a significant moment for both the film and musical industries. With a marketing budget of approximately $150 million, the film generated a staggering $756.4 million worldwide. Stars Ariana Grande and Cynthia Erivo played pivotal roles in its success, engaging fans with a publicity blitz that some described as “just short of obnoxious,” according to Michael Moses, Chief Marketing Officer at Universal Pictures. As anticipation builds for the sequel, “Wicked: For Good,” set to release on November 21, 2025, the film continues to highlight the evolving landscape of event cinema.

“Wicked,” which originated as a long-running theatre production based on Gregory Maguire’s 1995 novel, explores the complex friendship between Glinda the Good Witch and the Wicked Witch of the West. The characters first gained fame in L. Frank Baum’s classic 1900 novel, “The Wonderful Wizard of Oz,” and the enduring legacy of the story has captivated audiences for generations.

Despite initial skepticism about the film adaptation, Aedín Gormley, presenter of “Movies and Musicals” on RTÉ Lyric FM, praised the film’s execution. “I thought, how is this going to work on screen? And they just did it so brilliantly — I was completely blown away,” she stated. Gormley attributes the film’s appeal to its “emotionally rich storytelling” and “incredibly catchy score,” alongside the star power of its leads.

The success of “Wicked” can be partially traced back to the cultural renaissance of musicals sparked by Lin-Manuel Miranda’s “Hamilton,” which debuted in 2015. Brian Reddin, a director and commentator on the subject, noted that “Hamilton made musicals cool again,” revitalizing interest in the genre. “Apart from ‘The Lion King,’ musicals weren’t doing that well on Broadway,” he added. This resurgence has led to an increased production of musicals, although Reddin cautioned that their high budgets often deter studios from investing in original material.

Despite the challenges posed by the COVID-19 pandemic and other factors affecting Hollywood since 2020, the landscape for musicals remains vibrant. The appeal of biopics centered around famous musicians has become a viable alternative for studios. “It’s not so much about the story of the musician and their life, but the fact that you can litter it with all those brilliant songs,” Reddin explained. Films like “Walk the Line,” which won Reese Witherspoon an Oscar, have set a precedent for this trend.

In recent years, biopics about artists such as Elton John, Freddie Mercury, and Whitney Houston have dominated the box office, generating significant revenue. Upcoming projects include a biopic about Michael Jackson set for release in 2026, indicating continued interest in music-related films.

Musicals, particularly those like “Wicked,” offer audiences a form of escapism, a sentiment echoed by Gormley. “We don’t want the sepia colours — please bring us colour, and songs and dances and gorgeous people with fabulous voices singing great songs,” she remarked. The emotional core of musicals is equally important; even light-hearted productions often tackle complex themes.

The phenomenon of fandom has also contributed significantly to the success of musicals in cinema. “People were dressing up, wearing pink and green and doing their nails,” noted Alice Black, head of cinema at the Light House Group. The film’s successful return in a sing-along format further illustrates the potential of engaging audiences beyond traditional viewership.

The concept of “event cinema,” which includes limited-release films that generate considerable buzz, has become crucial for cinema operators. Taylor Swift’s recent release, “The Official Release Party of a Showgirl,” exemplifies this trend, attracting audiences with exclusive behind-the-scenes content. Black emphasized that the excitement surrounding these events often extends into retail and food tie-ins, enhancing the overall experience.

Yet, not every film can replicate the success of “Wicked.” Black pointed out that despite high expectations, some recent productions, including the biopic “Better Man,” failed to resonate with viewers. “Sometimes cashing in doesn’t always work,” she cautioned, highlighting the unpredictability of audience engagement.

Musicals have experienced various phases of popularity throughout cinematic history. The decline of the classic Hollywood musical in the mid-20th century gave way to grittier films reflective of societal changes. However, the resurgence in the early 2000s with films like “Moulin Rouge!” and “Chicago” showcased the genre’s enduring appeal.

Today, musicals are thriving in cinemas, with the Light House Group reporting attendance surpassing pre-COVID levels. Black noted, “Even better than 2019, which is universally thought of as one of the best years ever in terms of cinema.” The enduring success of event cinema, such as “Wicked: For Good,” serves as a reminder of the unique community experience that film can provide.

As the musical landscape continues to evolve, Gormley emphasized the importance of emotional depth in storytelling. “You have to be, as an audience member, absolutely comfortable with people breaking into song,” she said, acknowledging that while musicals may not appeal to everyone, their current popularity suggests a growing acceptance among viewers. With the success of “Wicked,” the genre appears to be in a strong position to captivate audiences for years to come.