Wicked's 450 Brand Partnerships Worth $350M Break Hollywood Records as Film Hits $850M

Universal Pictures has reshaped Hollywood's financial landscape with Wicked, securing a record-breaking £275 million ($350 million) in free media value through 450 brand collaborations. The film has amassed over £670 million ($850 million) in total revenue, combining box office takings and digital sales.

This innovative partnership approach has surpassed previous Hollywood benchmarks, outstripping Sony's Spider-Man: No Way Home (£173 million/$220 million), Marvel's Avengers: Endgame (£157 million/$200 million), and Avatar: The Way of Water (£134 million/US$170 million).

The Economics of Partnership Marketing

The campaign's financial model marks a significant departure from traditional studio marketing. Universal invested an estimated £118 million ($150 million) in global paid advertising, while simultaneously generating £275 million in gratis media value through strategic brand partnerships.

'We were selective with who we pursued,' said Universal's chief marketing officer, Michael Moses, in an interview with Variety. 'It's risky for these big retailers to bet on a first movie.'

This selectivity paid off remarkably. Starbucks, partnering on its first-ever film collaboration, activated campaigns across 20,000 stores worldwide. The coffee giant, valued at £91 billion ($115.4 billion), refreshed its seasonal offerings with themed beverages, resulting in a 22% boost in sales during the promotional period.

Multi-Platform Revenue Streams

Wicked's theatrical release grossed £587 million ($746 million) globally before digital sales added another £79 million ($100 million) during its first week of availability. The total revenue of over £670 million (£850 million) represents a robust return relative to its modest £114 million ($145 million) production budget.

This model demonstrates how integrated partnership campaigns can offset marketing costs while expanding reach. For example, Lexus launched a 360-degree campaign centred on 'Defying Gravity', running co-branded ads across Hulu, YouTube, and linear TV — all without direct costs to Universal.

Exclusive Set Access and Partnership Buy-In

Universal's bold approach began in March 2023 when the studio invited 200 brand marketers to the London film set. Attendees explored Emerald City and Shiz University while watching live performances from stars Ariana Grande and Cynthia Erivo.

'Everything about Wicked embodies joy and fantasy,' said David O'Connor, Universal's president of franchise management and brand strategy. The immersive experience proved pivotal in securing commitments from partners across cosmetics, fashion, food, and spirits.

Target's Wicked merchandise line exceeded expectations, while beauty brands such as OPI and Ulta generated millions of social media impressions through tutorials that trended on TikTok. Pillsbury launched themed sugar cookies, and P&G's Gain created a signature-scented laundry detergent.

Implications for Risk Management in Studio Marketing

The partnership model has attracted interest from rival studios eager to replicate Wicked's success in reducing financial risk. By securing £275 million in free advertising, Universal effectively cut its net marketing expenditure to £118 million, while achieving widespread consumer engagement.

Analysts note that this approach works particularly well with intellectual property possessing strong existing brand recognition. Wicked's 21-year Broadway history provided partners with confidence in audience familiarity, lowering partnership risk and maximising cross-promotional opportunities.

The film opened to a record £129 million ($164 million) globally, marking the largest debut for any Broadway adaptation. Its performance placed Wicked as the sixth-highest grossing film worldwide in 2024, with 29% of its opening weekend audience aged 25 to 34.

Universal has confirmed that Wicked: For Good hits theatres in major markets like the UK and the US on November 21, 2025. This follows a strategic international rollout, with the film debuting on November 19 in France and on November 20 in territories including Brazil. Early projections suggest that the partnership model has been successfully replicated and expanded for the sequel's marketing campaign.