Everyone’s been talking about one of the most anticipated films of the year and it has finally arrived; Wicked’s box office success as 2024’s third biggest premiere underscores the effectiveness of OOH advertising in the film industry. By leveraging JCDecaux’s extensive network, Universal Studios- and their brand partnerships- created several impactful campaigns that resonated with urban audiences, ultimately boosting the movie’s ticket sales and cultural impact.
Wicked, New York Digital Newsstand
Bringing Wicked to the streets
Creating buzz ahead of the premiere, our NYC digital bus shelters showcased several Wicked creatives featuring the film’s iconic characters, Elphaba and Glinda, along with key release dates. Employing multiple motion creatives not only immersed pedestrians and commuters in the magical world of Oz, but created a moment of storytelling throughout the city streets and kept the campaign fresh and engaging for audiences. Meanwhile, in Chicago, towering digital billboards lit up major highways with captivating posters sparking excitement. This multi-city OOH campaign effectively amplified the movie’s presence, in two theatre-focused cities, enticing both long-time fans and new audiences.
Wicked, New York Digital Bus Shelter
Helping Wicked take off
Los Angeles International Airport (LAX), one of the busiest airports in the world, provided the perfect stage for Wicked’s OOH strategy. Universal leveraged the iconic exterior skybridge to showcase stunning visuals of Elphaba and Glinda to make a big impact with departing passengers. This premium, high-visibility location captures the attention of frequent fliers and tourist in the gateway to LA- the entertainment capital of the world. Seamlessly connecting the magic of Oz to Hollywood’s epic storytelling tradition, this supersized banner solidified Wicked’s status as a must-watch film.
Wicked, LAX Skybridge
How OOH Helped Ticket Sales
Wicked's widespread OOH campaign, running across both airport, billboard, and street furniture advertising networks, played a pivotal role in amplifying the movie's visibility and generating excitement around the premiere. This comprehensive campaign contributed to the film’s impressive box office performance. “Wicked” debuted with $114 million domestically and $164.2 million worldwide, setting a new record for the largest opening of a film based on a Broadway musical. New York, Los Angeles, and Chicago were the film’s highest-grossing locations over its opening weekend- demonstrating how Universal maximized their ticket sales by concentrating their OOH advertising in high-traffic locations across these key markets.
Wicked, Chicago Digital Network
Cross-Brand Collaborations
Brand partnerships helped Wicked amp up attention, tap into established audiences, and drive viral moments for added impact. Aldo, the footwear brand seized the moment by launching a limited-edition Wicked-inspired shoe collection. The collaboration combined Aldo’s modern designs with the theatrical essence of Wicked, captivating fans eager for exclusive merchandise tied to the show and upcoming film. And in a dazzling move, Swarovski made Wicked star Ariana Grande the face of their latest campaign. The partnership highlighted Grande’s role in the highly anticipated film adaptation while showcasing Swarovski’s timeless elegance, boosting the success of both advertisers
These collaborations not only benefited the brands but also kept Wicked firmly in the cultural conversation, ensuring that its influence extended far beyond the stage and screen.