The film adaptation of the beloved Broadway musical “Wicked,” directed by Jon M. Chu and featuring talents like Cynthia Erivo and Ariana Grande, has set new benchmarks in the realm of Premium Video on Demand (PVOD). Released on December 31, the movie achieved an astonishing $70 million in its first week alone, as reported by Universal Pictures. This record-breaking figure has solidified “Wicked” as the highest-grossing Broadway musical movie of all time, a testament to both its cultural impact and its commercial appeal.
On its opening day, “Wicked” generated a remarkable $26 million through Premium Electronic Sell-Through (EST) and PVOD sales. Such impressive numbers not only underline the film’s widespread anticipation but also position it as Universal’s most successful first day for any theatrical title in the premium release category. This number is strikingly twice that of the previous record-holder, Universal’s “Super Mario Bros. Movie,” demonstrating the unique draw that “Wicked” has among audiences.
To put “Wicked’s” success into perspective, it surpassed Universal’s previous highest first week in PVOD sales, which stood at $44 million before this blockbuster event. Interestingly, “Wicked” operates within a broader industry trend where theatrical releases quickly transition to home viewing options. Traditionally, larger releases are made available within five weekends post-release, but “Wicked” enjoyed a 40-day exclusive theatrical window before its PVOD debut. This decision to extend the theatrical release appeared strategic, allowing Universal to capitalize on the film’s holiday debut and the potential for a family-oriented audience during New Year celebrations.
Universal’s marketing campaign played a vital role in the film’s PVOD success. Following the announcement of its release on December 26, the studio deployed a mix of social media buzz, targeted digital advertising, and traditional television promotions, even creating engaging visuals such as a Rose Parade float. This multi-faceted approach not only heightened anticipation but also attracted a diverse audience, enhancing word-of-mouth promotion upon its release.
With “Wicked” still more than two months away from becoming available on NBCUniversal’s Peacock, expectations for further sales remain high. As families look for engaging home entertainment options throughout winter, the potential for continued interest is promising. Given the enchanting narrative and exquisite performances that have captivated audiences, it seems likely that “Wicked” will maintain its momentum long after its PVOD release.
The phenomenal success of “Wicked” marks a transformative moment for Broadway adaptations and the film industry at large. As traditional metrics of success are redefined in the wake of evolving viewing habits, Universal’s triumph with “Wicked” showcases the new possibilities for theatrical releases as they transition into the home viewing market. The film not only captivates the imagination but propels the commercial viability of future musical adaptations, opening doors for even greater creativity and innovation in cinema.