Wicked Marketing Has Felt Eternal. It Also Raises Uncomfortable Questions.

Cynthia Erivo and Ariana Grande star as Elphaba and Glinda in the highly-anticipated movie adaptation of “Wicked,” which is expected to make $120 million in its opening weekend. Despite the extensive marketing efforts surrounding the film, including collaborations with various brands, some fans are experiencing consumer fatigue. However, Hollywood continues to utilize these marketing strategies, with studios adjusting their approaches to avoid potential audience burnout in the future.

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