The stars of the biggest cinematic event of the year, Universal Pictures’ WICKED, touchdown in the land of Oz this weekend, with Sydney hosting the film’s Australian Premiere at The State Theatre, presented by American Express, on Sunday evening.
Based on the generation-defining stage musical Wicked, the untold story of the witches of Oz, stars Cynthia Erivo as Elphaba, a young woman misunderstood because of her green skin who has yet to discover her true power, and Ariana Grande as Glinda, a popular young woman gilded by privilege who has yet to discover her true heart. As they forge an unlikely friendship, their extraordinary adventures will see them fulfill their destinies as Glinda the Good and the Wicked Witch of the West.
Fans will get their first look at film stars Cynthia Erivo, Ariana Grande, Jonathan Bailey, Jeff Goldblum, Marissa Bode and Ethan Slater as they join director Jon M. Chu to journey down the yellow brick road and unveil the film’s wondrous, breathtaking world at the Australian Premiere on November 3, the inaugural stop on the film’s five-city global premiere tour.
For the Sydney event, The State Theatre will be transformed into the whimsical charm and vibrant beauty of the film’s Munchkinland. Wicked arrives in Australian cinemas on November 21.
To celebrate the film’s launch, Universal Pictures is bringing together Australia’s biggest brands to captivate the imaginations of all moviegoers with large-scale installations and activations across the country.
From shopfronts and public transport to influencer events and digital-screen takeovers, the first stop of the film’s global publicity tour will be awash in pink and green as Wicked fever takes hold.
Universal Pictures ANZ Marketing Director Suzanne Stretton-Brown said after two decades as one of the most beloved and enduring stage musicals, Wicked promises to be a generation-defining cinematic event that demands a spectacular campaign. “We are thrilled to secure an incredible roster of brand partners to support our multi-layered marketing campaign for Wicked, which is a testament to the ongoing popularity of the film’s powerful IP,” she said.
“Wicked appeals to people of all ages and backgrounds, so we need a campaign that goes beyond traditional media. Our wonderful brand partners will help us bring the magic of Oz to Australia and contribute to making Wicked a cultural event across the country”.
American Express
As Presenting Partner, select American Express Card Members will attend the Premiere and have front-row access to all the yellow-brick-road, red-carpet action.
“We love nothing more than giving our customers access to special events and creating unforgettable moments. Partnering to present the highly anticipated premiere of Wicked will provide our card members with unique access to what will be an incredibly magical experience,” said Naysla Edwards, vice president of customer marketing and member experience.
Lego
The film will come alive at the world’s largest LEGO store in Sydney’s Pitt Street Mall with an immersive in-store takeover and major product display (until November 7).
“We’re truly excited to collaborate on this unique moment to reveal our awesome lineup of LEGO Wicked sets,” said Troy Taylor, VP and general manager of LEGO Australia & NZ. “The LEGO Group recreated some of the most unique locations, characters and heartwarming moments from the film, so fans can create their favorite Wicked moment using LEGO bricks”.
Myer
Myer Sydney’s windows on Market Street will host Australia’s only costume and props display from the film, with a dedicated Wicked pop-up on display within the store’s ‘Giftorium’ Christmas shop on Level 7. “At Myer, we’re thrilled to bring the magic of Wicked to life for our customers with an enchanting window display, an immersive yellow-brick-road experience, and a Wicked-themed lounge,” said Chris Pitts, Myer’s chief merchandise officer (Acting).
“We’re proud to celebrate one of the most iconic stories of all time in a memorable way for our customers to enjoy.”
Westfield
Westfield members across Australia will have the chance to win a $10k cash prize to treat themselves and their bestie to a shopping spree embracing their inner Glinda or Elphaba, while selected Westfield destinations will celebrate with Wicked photo moments and surprise and delight experiences for customers.
“There has been huge anticipation for the release of Wicked this year. We’re delighted to be turning selected Westfield destinations pink and green with bewitching Wicked experiences, exclusive Westfield member competitions and magical moments for our customers to enjoy and share in the excitement,” said Scentre Group general manager marketing and community, Jacqui Waine.
OPI
All aboard the OPI Express with a full tram wrap from the #1 salon nail brand, live across the CBD for the next four weeks (since October 28). OPI is excited to launch its limited-edition Wicked nail collection, featuring enchanting shades and press-on nails that allow fans to express their passion for the musical with glow-in-the-dark polishes to channel your inner Elphaba and vibrant shimmers that capture Glinda’s charm.
“OPI is excited to partner with Wicked to bring this extraordinary collection to life and invite fans to ride the striking pink and green tram ahead of the film’s premiere. We look forward to seeing fans share their creative #OPIxWicked looks,” said Michele Boulos, OPI ANZ Senior Marketing Manager.
BigW
Fans can shop a spellbinding selection of Wicked toys, role-play items and apparel at BIG W’s Town Hall store, and spend $20 on any Wicked product for their chance to win 1 of 10 Wicked prizes, including a private screening to see Wicked with friends, and Elphaba and Glinda Singing Fashion Dolls from Mattel.
“BIG W is thrilled to be a part of the Wicked premiere excitement! Our Town Hall store is ready to be a destination for Wicked fans, offering a great range of merchandise to celebrate this enchanting movie,” said Christine Faulkner, Head of Commercial for Play (Toys & Leisure)
Other brand partners activating across the city include Camilla, Novotel, Starbucks and The City of Sydney.
