As the clock counts down to the highly-anticipated opening of Universal’s film adaptation of the beloved stage musical Wicked on November 22, 2024, the excitement surrounding its premiere is palpable. With advance ticket sales on Fandango marking it as the platform’s second-best pre-seller year-to-date—second only to Marvel’s blockbuster achievements—it’s clear that moviegoers are keen to experience this cinematic spectacle. Specifically, Wicked’s first-day sales are comparable to established powerhouses, drawing parallels with Disney’s massive releases such as Deadpool and Wolverine, both of which saw exceptional opens.
Universal’s decision to shift Wicked’s release date has been a calculated move to escape the competitive shadow of Disney’s Moana 2. Instead, Wicked has been strategically positioned to open the Friday prior to Thanksgiving, facing off against Paramount’s Gladiator II. This well-timed release has sparked hope in the industry—a potential for a box-office phenomenon reminiscent of the “Barbenheimer” effect that galvanized audiences earlier in the year. While this theory remains speculative, the positioning speaks to the evolving dynamics of movie marketing, where timing can spell the difference between a film’s success and mediocrity.
Delving deeper into ticket sales, Wicked emerges as the best PG-rated first-day pre-seller of 2024 on Fandango. Its performance is particularly noteworthy as it claims the third position in the all-time bests for PG-rated films, bested only by the massive hits Frozen II and The Lion King. Prior performances of these films show just how predictive advance ticket sales can be, leading to impressive openings of $130.2 million and $191.8 million, respectively. The statistics underscore the growing appetite for films that blend musical theatre with cinematic storytelling, further solidifying Wicked’s place as a cultural touchstone.
While it’s essential to recognize that pre-sales do not wholly forecast box office outcomes, the current post-strike environment presents a unique opportunity for films like Wicked. Fans are eager to return to theaters, and early signs suggest robust anticipation; the momentum generated by the film’s marketing and strong ticket sales reflects a shift in audience sentiment following industry disruptions. Comparatively, recent releases such as Joker: Folie a Deux have demonstrated varying levels of advance interest, showcasing how critical the landscape has become in understanding viewer behavior.
The surge in ticket sales for Wicked resonates beyond mere numbers—it encapsulates a growing cultural phenomenon. Jerramy Hainline, EVP of Fandango Ticketing, describes the film as a “one-of-a-kind must-see theatrical event,” suggesting its significance not just as a seasonal release, but as a substantial moment in contemporary cinema. As we approach the opening day, the excitement is likely to transform from anticipation to viewing, making Wicked a focal point in theaters this holiday season. The stakes are high, the expectations even higher, and moviegoers are ready for an experience that intertwines the magic of musical theatre with the captivating allure of film.