A Record-Breaking Debut Reinforces the Power of Musical Films
Wicked: For Good has once again shown that musical films are a reliable formula for Hollywood’s box office success when studios fully embrace the musical hype. With the previous film Wicked earning nearly $759 million worldwide, Wicked: For Good managed to bring in $226 million globally in its debut, surpassing the first film’s $112 million and nearly doubling its initial earnings. With the Wicked franchise having proven its success and marketability, Universal Pictures is reportedly looking to expand on the success of the two Wicked films by generating spin-offs for characters outside of Elphaba, played by Cynthia Erivo, and Glinda, played by Ariana Grande.
Universal Eyes a Larger Wicked Universe, But Misses a Bigger Opportunity
LONDON, ENGLAND – NOVEMBER 10: Cynthia Erivo and Ariana Grande attend the “Wicked: For Good” European Premiere at Cineworld London Leicester Square on November 10, 2025 in London, England. (Photo by Gareth Cattermole/Getty Images)
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While it’s understandable that a studio would be eager to capitalize on the success of a franchise like Wicked, which retells the timeless story of the Wizard of Oz, studios like Universal Pictures should also see this as an opportunity to recognize that, although they can continue to profit from the Wicked franchise, a simpler new opportunity has emerged: people want musicals. Not movies that hide their musical nature in marketing to attract a broader audience, but musicals that are open about what they are and who they’re for.
Musicals Thrive on Accessibility, and Film Bridges That Gap
NEW YORK – JUNE 6: (HOLLYWOOD REPORTER OUT) American singer and actress Idina Menzel of “Wicked” performs on stage during the “58th Annual Tony Awards” at Radio City Music Hall on June 6, 2004 in New York City. The Tony Awards are presented by the League of American Theatres and Producers and the American Theatre Wing. (Photo by Frank Micelotta/Getty Images)
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Broadway musicals have been a cultural staple for nearly 150 years, but over time, they have become less accessible. Aside from the fact that not everyone can travel to New York to see new shows, that touring productions have limited schedules and can be more expensive than Broadway, and that some fans may never get the chance to experience their favorite shows in person, film adaptations provide a way to break down these barriers by making the shows available to anyone, anywhere, and at any time.
Wicked’s Success Shows the Value of Faithful, Openly Musical Adaptations
For many people, even though Wicked has been on Broadway for nearly 20 years, they had never had a chance to see the musical or, for some, even knew what it was. Despite that, the two films have gone on to win several awards and generate large box office numbers because audiences could see a faithful adaptation of the musical that expanded on what already contributed to its longevity on Broadway.
NEW YORK, NEW YORK – SEPTEMBER 02: (L-R) Tom Hewitt, Andre De Shields, Director Rachel Chavkin, Timothy Hughes, Composer Anaïs Mitchell, Tara Jackson and Eva Noblezada during the curtain call for the re-opening night since the pandemic shutdown of “Hadestown” at The Walter Kerr Theatre on September 02, 2021 in New York City. (Photo by Bruce Glikas/WireImage)
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Many musicals, like Wicked, are built with two acts, which is why turning Wicked into two films worked so well; it was literally made to be told in two parts. Other popular musicals, such as Hadestown, The Book of Mormon, MJ the Musical, and, of course, Hamilton, also have clear act breaks that could allow them to be made into separate films if the studios see the potential and demand. This could set a new precedent for musical films, with Wicked as a possible pioneer.
Studios Must Stop Hiding the Musical Genre to Reach Audiences
Still, this approach only works if studios fully embrace musicals for what they are. Recently, we’ve seen films like The Color Purple (2023), Wonka (2024), and Mean Girls (2024), which either downplayed or completely concealed the fact that they were musicals to attract a wider audience. Unfortunately, The Color Purple and Mean Girls, despite having excellent musical performances, suffered at the box office because of this. For some reason, studios choose to attract viewers through deception, when movies like Les Misérables, The Greatest Showman, Mamma Mia!, and now both Wicked films have demonstrated what can happen if you embrace the musical aspect and honestly tell the audience, because the demand for musicals has always been, and will always be, there.
The Real Growth Is in New Musicals
Expanding the Wicked franchise makes sense because there are many more books and backstories that could be adapted. However, the lesson learned from the film’s success shouldn’t just be about expanding Oz; it’s also about the bigger opportunity for expanding into musicals that already have established stories, divided acts, and an eager audience. If studios trust the genre and honestly communicate with their audiences, more films like Wicked are simply waiting to happen.