The Wicked Effect

The Wicked Effect: How Musicals Have Become Marketing Gold

Musicals are having more than a moment in 2025 - they’re staging a full-blown comeback, and leading the charge is Wicked, whose new “For Good” trailer has taken the internet by storm. From TikTok reactions to headline features across major entertainment outlets, it’s clear this isn’t just a movie drop — it’s a movement.

But the buzz isn’t just about the trailer’s emotional punch. Wicked’s rollout is a masterclass in modern marketing. We’re talking coordinated PR exclusives, editorial takeovers, and scroll-stopping teaser drops timed to perfection. It’s strategic, sophisticated, and impossible to miss. And it’s not happening in isolation.

With titles like Mean Girls, Wonka, Emilia Perez, Joker: Folie à Deux, and even whispers of Mamma Mia 3, there’s a clear pattern emerging: Hollywood isn’t just reviving the musical genre — it’s reimagining it as a powerful branding tool.

These musicals aren’t just films — they’re digitally engineered cultural events, designed to generate momentum across every online touchpoint. What’s fueling this evolution? It’s the seamless fusion of entertainment and digital marketing strategy.

Today’s musicals serve a dual role: they offer cinematic spectacle while doubling as content powerhouses. From trailer drops crafted for virality to soundtracks tailored for streaming platforms, every element is optimized to drive engagement. Teasers become TikToks, press moments become reels, and memes fuel constant re-sharing. The goal? To spark conversation, build brand recognition, and keep audiences interacting long after the credits roll.

The takeaway? In 2025, a successful musical isn’t just about the music — it’s about the momentum. And Wicked is showing everyone exactly how it’s done.