Reviving the Big Screen: Strategies Driving Hollywood’s Success

Over the past decade, movie theaters have struggled to retain customers due to the increased popularity of streaming platforms such as Netflix, Disney+, Max, and many more. The Covid-19 pandemic quickly escalated this issue when a nationwide shutdown forced movie theaters to close making at-home streaming the only entertainment option. Even after the lockdown, many movies continue to be released straight to streaming, skipping a traditional theater premiere entirely. However, all hope may not be lost for movie theaters as a few recent releases have been wildly successful in bringing people back into the theater. 

The highly anticipated movie adaptation of the musical Wicked was released to theaters in late November and has already broken box office records as the highest grossing musical adaptation just 8 days after the premiere. The story highlighting female friendships has not only taken over movie theaters but has also inspired makeup lines, baked goods, children's toys, clothing, and so much more. The innovative marketing is everywhere and has ultimately heavily contributed to the drive in ticket sales. Michael Moses, the chief marketing officer for Universal, told Variety that he took information from the marketing success of Barbie. Barbie had its own cultural moment translating to box office records. But what led these marketing campaigns to be so successful?

Both movies tapped into nostalgia, with Barbie evoking a beloved childhood toy and Wicked bringing to life the familiar world of Oz from The Wizard of Oz. Combining nostalgia with a star-studded cast captured the attention of Ariana Grande or Ryan Gosling fans. Both marketing campaigns strategically announced their cast over a year prior to the film’s premiere sparking excitement to see these stars bring a familiar world to life. Early releases of trailers provided previews into the set design and continued fan interest. Leading up to the premiere, the films were hugely successful in collaborating with established brands making it impossible to miss branded merchandise. Additionally, their catchy soundtracks created perfect sounds for TikTok which in turn generated online conversation about the movies. Although the initial marketing was impactful, a bigger factor ultimately drew people to the movies.

Universal Pictures

Going to see the Wicked or Barbie was so much more than an ordinary trip to the movie theater, it was an event. The campaign to wear pink to the Barbie movie inspired moviegoers to wear green and pink, the colors of Wicked, to see the film as well. Barbie utilized the iconic Barbie box as a photo opportunity alongside attending the movie. Wicked had custom popcorn buckets, drink cups, and other limited edition merchandise that could only be purchased at the theater. This created an overall experience that went beyond watching the movie, something that wouldn’t be possible on a streaming service. It got people eager to get together with friends and family for an unmissable event. As we look ahead, it’ll be exciting to see if future films can build on this success and continue to draw audiences back to the theater.