From Ariana Grande’s alleged affair with co-star Ethan Slater to Cynthia Erivo’s online outburst to a mislabeling nightmare involving toys, the marketing of Wicked has turned into a wicked disaster.
The film, which is important for both musical theater fans and moviegoers alike, is set to premiere on Nov. 22, 2024. Even with the musical’s enduring popularity, the widespread adoration for the Wicked stage production hasn’t been enough to distract the public from the mounting controversies surrounding the movie.
The film was always destined to be a hot topic, especially with the announcement that Grande would rekindle her acting career by playing Galinda/Glinda. However, the attention quickly turned sour when allegations of a potential affair between her and co-star Ethan Slater emerged in 2023, during the filming of the movie. The rumors surrounding their relationship diverted attention away from the movie itself, throwing the pair into the spotlight instead. With so much focus on their personal lives, the film became secondary in the public’s mind.
Erivo, who plays Elphaba, was relatively uncontroversial for the most part. Until she exploded on Instagram over what seemed like a trivial issue. The problem? Someone had edited the movie poster to more closely resemble the original musical’s design. While seemingly innocent to most, a few people sided with Erivo.
“This is the wildest, most offensive thing I have seen … None of this is funny. None of it is cute. It degrades me. It degrades us,” she posted.
Many people agreed that Erivo had exaggerated the damage the poster caused, but others sympathized with her, insisting that it was more than just a “poster issue” — it was a broader problem.
“It’s not just about the poster… It’s about all the conversations leading up to it, every single critique of this talented woman,” stated TikTok user @thisisittv in defense of Erivo.
As if the drama surrounding the lead actresses wasn’t enough, the Wicked movie’s marketing hit another snag when the Wicked dolls went under fire for a major blunder. Many of the toys, which were released as part of the film’s merchandising, had a misprint on the back of their boxes, unintentionally linking to an inappropriate website.
As a result, many toys have been recalled. However, some users on social media have kept their misprinted versions, selling them for over $500 on various resale sites — a sharp increase from the initial $40 retail price. The scandal added fuel to the fire, bringing even more negative attention to the film before it had even been released.
While Wicked remains a beloved cultural touchstone in the world of theater, the controversies surrounding the movie’s marketing and production have cast a long shadow over its release. From the high-profile scandals involving its stars, to the missteps in its promotional efforts, the film has yet to live up to the anticipation that surrounded its initial announcement.
As the premiere date approaches, the question remains: Can Wicked overcome the drama and deliver on the promise of its beloved stage origins, or will its troubled marketing journey continue to haunt it?
