Wicked has stormed the box office, delivering the third-largest opening weekend of the year in Australia, behind Deadpool & Wolverine and Inside Out 2. The film earned $10.2 million across its Wednesday to Sunday debut, with 489,000 admissions, and demonstrated a 65% female skew while maintaining broad appeal across all demographics. Globally, it brought in $164 million, solidifying its position as a must-see blockbuster.
Much like Barbie and Oppenheimer earlier this year, Wicked has become a cultural moment, attracting audiences of all ages and offering brands an opportunity to connect with an engaged and diverse audience. The film also contributed to a 34% increase in weekend cinema attendance compared to last week’s strong showing with Gladiator II.
Brands fly high with Wicked
Several major brands aligned with Wicked to tap into its wide-reaching appeal. National on-screen sponsors include AAMI, Telstra, NAB, Carnival Cruise Line, and Camilla, which launched a Wicked-themed capsule collection inspired by the film’s costumes.
“This film is one of the most beloved musicals of all time, and its cinematic debut has been met with overwhelming enthusiasm,” said Guy Burbidge, managing director of Val Morgan Cinema. “Aligning with cultural moments like this, especially during the holiday season, is a smart strategy for brands looking to reach highly engaged audiences in a meaningful way.”
A strong start to the summer of cinema
Wicked’s success marks the start of a blockbuster season, with upcoming releases like Moana 2, Mufasa: The Lion King, and Sonic the Hedgehog 3 poised to draw more crowds into cinemas through Boxing Day. This wave of high-profile films mirrors the Barbenheimer effect earlier in the year, offering marketers a golden opportunity to integrate with major cultural events that drive conversations and increase consumer engagement.
With its multigenerational appeal and strong fan base, Wicked is set to continue its reign at the box office throughout the summer. For marketers, it’s another reminder of the power of aligning with major film releases to connect with hard-to-reach audiences and amplify brand impact.