More Products, Less Press: How ‘Wicked: For Good’ Marketing Stayed Relevant While Scaling Back

Before “Wicked” landed on the big screen a year ago, Universal told cinema owners of its simple goal for promoting the movie musical. It planned to be, per chief marketing officer Michael Moses, “just short of obnoxious.” Sure enough, the studio behind the pink-and-green publicity machine delivered an epic onslaught of all things Oz. A […]