Is it possible that the style of a movie's marketing can cast a spell as powerful as the film itself?

When style isn't just about fashion or art, but about every strategic move in business, magic happens.

Let's uncover how Wicked's business style didn't just promote a movie.

It redefined success.

Welcome to House of Styles Wicked Part 2.

I'm your host, Grant Alexander, and today we're flying into a different kind of enchantment.

We've already soared through the skies on our metaphorical broomstick, discussing the artistic brilliance of Wicked Part 1 in our last episode.

If you haven't watched that one yet, make sure to check it out after this.

The link is right below.

While you're at it, make sure to, like, subscribe and comment on what you think of Wicked's style.

So we talked about the artistic style, but today, in this one short day, we're pulling back the emerald curtain to reveal something even more intriguing.

The Wicked style of Wicked's business strategy.

Yes, you heard me right.

Style isn't just about clothes or cinematography.

It's about the way you do everything, including marketing and pr.

And as an entrepreneur and someone also raising serious capital for a new startup, I'm constantly analyzing marketing and PR strategies really quick.

Just to put it out there one more time, it's still our goal that Cynthia, Arianna, Jonathan, Keala, Ethan Bowen, Marissa, Jeff and Michelle will grace this podcast individually, in pairs or altogether.

It's going to be really nice.

Now let's explore how the stylistic choices in Wicked's marketing and PR didn't just contribute to its record breaking success.

They were instrumental in creating an experience that transcended the screen.

We'll start at the beginning.

The pre launch buzz.

Wicked's marketing team understood that anticipation is everything.

Before Ariana and Cynthia were officially announced as Glinda and Elphaba, whispers of the adaptation had fans buzzing.

Director John Chu leveraged social media to stoke the flames, turning casting announcements into heartfelt personal moments.

It was a strategic style choice.

They broke down the barrier between celebrity and fan by using personal platforms, creating a sense of intimacy and inclusivity.

This approach turned the casting into a shared experience, engaging the audience on a deeper level.

Why is this style?

Because it transforms a routine announcement into a narrative event.

It's the stylistic move that prioritizes connection over formality, setting the tone for a marketing campaign that that's as personal as it is pervasive fun tidbit to drop this podcast is actually pre launch buzz.

House of Style is going to become the biggest retail company and experience since Amazon.

And as we raise the capital and work on the launch, this podcast was our way of introducing the brand and our faces to you.

Well, okay, so mostly it's been my face so far, but you will see more soon and make sure to subscribe because we're about to release the first ever videos on the actual details of what House of Sty is going to do and become and what it means for you across retail, fashion, entertainment, sustainability and technology.

But that's enough for that.

We talk about it often here at House of Style, but a key component of Wicked's business style is Authenticity Ariana Grande and Cynthia Erivo didn't just promote the movie, they lived it.

Ariana's lifelong dream of playing Glinda was no secret.

She attended voice and acting lessons daily for months to prepare.

Cynthia's acclaimed theater background added layers of credibility.

Their genuine enthusiasm resonated with fans.

By sharing their journeys openly and maybe with a few tears, they fostered a community rather than just an audience.

Even though they have about a million crying memes from the press tour, you can see this movie was transformative for them on like a deeply personal level.

People love that this is a stylistic choice in engagement.

By being authentic and accessible, they broke through the noise of typical celebrity promotion.

How did this enhance the experience?

Well, it built trust.

Fans felt connected to the stars, which translated into a deeper investment in the film's success.

This level of engagement, it it's a testament to how style, in this case the style of interaction, can elevate a marketing campaign.

Now let's talk about the red carpet.

Ariana and Cynthia didn't just get dressed and show up at an event.

They made style statements that reinforced their characters.

Ariana often appeared in stunning pink ensembles embodying Glinda's charm, while Cynthia, she graced events in emerald green attire.

Put them together and what do you get?

Me and my outfit shout out to no cold feet.

I don't know that you can see them right now, but you can.

In part one, they have the perfect color socks, green and pink, to match the rest of the outfit I designed.

At the super bowl premiere of the first trailer, Ariana and Cynthia wore matching pink and green jerseys.

During a surprise duet at the Met Gala, they swapped signature colors to add an extra layer of intrigue.

Why is this significant?

This method dressing is a strategic style choice that blurs the lines between actor and character.

It keeps the narrative alive off screen and creates continuous engagement.

And it's not just fashion, it's branding.

Their coordinated looks become a visual shorthand for the movie, which made them and Wicked instantly recognizable across media platforms.

That's not luck or an accident.

Wicked's marketing didn't stop at traditional channels either.

By appearing at mainstream cultural events like the Super Bowl, Met Gala and even the Olympics in Paris, they tapped into diverse audiences.

This approach created cross community connections.

It didn't matter if you were a sports fan or fashion enthusiast.

Global audiences were all brought into the fold.

The consistent use of pink and green, those symbols unified these disparate groups under a common banner.

And this is style in marketing.

It's smart style, creating a universal language that transcends typical boundaries.

It fosters a sense of cultural togetherness, aligning with themes of unity and friendship inherent in the film.

This stylistic choice expanded Wicked's reach, turning it into a global phenomenon.

Now let's bubble into the collaborative ecosystem that Wicked built.

Following in the footsteps of movies like Barbie, Wicked partnered with over 400 brands to create themed products and experiences.

But here's the stylistic twist.

These weren't just generic tie ins.

Each collaboration was thoughtfully designed to reflect the film's themes and aesthetics, making it an extension of the Wicked experience.

I'd share some examples, but I'm sure you've already seen or drank some already.

But those companies aren't paying me, so maybe next year I'll give specifics when they do.

You can't really turn anywhere right now without seeing something pink or green or themed.

If you had stock in the colors pink and green, you are living it up right now.

And do you think that there's going all this is going to fade at all before part two comes out?

No way.

How does this set Wicked apart?

It's about creating immersive brand experiences.

By integrating the film into everyday products, they allowed fans to engage with the story way beyond the theater.

This style of marketing turns consumers into participants, deepening their connection to the film.

Let's talk numbers.

Wicked had a marketing budget estimated at $150 million, a staggering figure that rivals major franchise films.

Universal Pictures didn't just spend big, they spent strategically.

Chief Marketing Officer Michael Moses described their mission as being just short of obnoxious.

They aimed for visibility across all platforms and demographics.

Why is this a stylistic choice?

Because it's a bold statement of confidence.

By investing heavily, they signaled that Wicked wasn't just another movie.

It was an event.

This aggressive approach cuts through the fragmented media landscape, capturing attention in a way that smaller campaigns can't.

The result?

A record breaking opening week with wicked grossing over 385 million worldwide in less than two weeks.

And it only continues to skyrocket.

The style of their investment paid off, proving that when you back a strong campaign with strategic funding, you can redefine success.

How about transparency and inclusivity in business practices?

Surely that's a style in an industry often criticized for inequality, Universal made a stylistic choice to be transparent and inclusive.

When rumors surfaced about pay disparities between Ariana and Cynthia, the studio issued a rare statement confirming that both were paid equally.

Additionally, it was revealed that women on the Wicked crew were paid an average of 6.6% more than men.

This commitment to equality isn't just good ethics.

It's a branding strategy that aligns with the film's themes of empowerment and sisterhood.

How does this enhance the experience?

Well, audiences today are savvy and socially conscious.

By embodying the values of the film in their business practices, Universal strengthened the authenticity of their brand.

This style of integrity builds trust and loyalty among viewers.

Wicked's marketing campaign is more than just promotion.

It's a case study in innovative business style.

By combining authenticity, strategic partnerships, cross community engagement and progressive values, they crafted a campaign that was as engaging as the film itself.

This approach sets Wicked apart from other movies that rely on traditional or superficial marketing tactics.

They weren't just selling tickets.

They created a cultural movement.

The takeaway style and business isn't just about the aesthetics.

It's not just about the looks.

It's about the choices you make and how they resonate with your audience.

Wicked demonstrates that when you align your marketing strategy with the core themes and values of your product, you create an experience that's immersive and impactful.

So there you have it.

The Wicked style of Wicked's business strategy didn't just contribute to its success.

It was instrumental in crafting an experience that is captivating audiences worldwide with with no end in sight.

From strategic casting announcements and authentic fan engagement to innovative brand partnerships and a commitment to inclusivity, every element was thoughtfully designed.

This is style at its finest.

Not just in fashion or art, but in the very way a business operates and connects with its audience.

If you've enjoyed this deep dive into the business style of Wicked, don't forget to like, subscribe and share this video.

And if you missed our first episode on the artistic style of the film, make sure to watch the that right here.

Also, I want to give a quick thanks to Kerry McCormick, a top luxury real estate broker from at properties Christie's International here in Chicago, for letting us film in this beautiful space.

Her info and property info and links are in the show notes.

And to Cynthia, Arianna, Jonathan and the entire cast, my offer stands.

Let's make some magic together on House of Style.

Until next time, Remember, style isn't in your wardrobe.

It's in you.

Thanks for joining me on this wicked adventure.

I'll see you in the next episode.