My excitement for the upcoming “Wicked” movie is reaching new heights. Since I first experienced the magic of the original film with my friends last December, I’ve been eagerly following its production, anticipating each new poster release. I’ve already made plans to watch it with my friends, and we’re even coordinating our outfits in the iconic pink and green. The thrill of the upcoming movie is palpable, and I cannot wait to immerse myself in the world of Oz once again. I hope you're feeling the same level of anticipation and thrill as I am!
And I’m not just a fan of the movie; I’ve read the book (which is a crazy read, by the way) and made a point to see the musical. The story of “Wicked” has captivated me, and I feel a deep personal connection to the characters and their journey. Elphaba’s struggle for acceptance and Glinda’s journey toward understanding have resonated with me on a profound level, making me emotionally invested in the franchise.
However, this time, something feels different. Every third ad is promoting a new tie-in product: makeup, water bottles and a green-and-pink toothbrush. I’m not immune to consumerism myself. I’ll admit, I’ve succumbed to the allure of the R.E.M. eyeshadow palette and am considering another purchase. But the constant bombardment of these tie-in products is starting to make me feel more cynical.
It feels like the “Wicked” franchise, which I love for its story and characters, is being overshadowed by these products. It’s not just about the movie anymore; it’s about the merchandise. Who is going to buy a pink-and-green toothbrush? You’re only going to use it when you’re brushing your teeth — do you really want to think about the movie every time you brush your teeth?
Unlike something such as “The Hunger Games,” which is particularly critical of capitalism in the text, where I find it sour taste to make tie-in products, the “Wicked” franchise seems to lend itself to merchandising. After all, you have two very brandable characters, and all you really need to do is slap some pink or green on something and call it a day.
My journey into the world of tie-in products began with the movie “Barbie.” The array of tie-in products for the movie was delightful. Who can resist a cute pink hairbrush? At the time, I liked it. It was novel that a PG-rated film had tie-ins, and it seemed incredible that a blockbuster movie (primarily aimed at women at the time) could get so many.
But these days, I’m more cynical about it. Are people going to still be using these products in a year? Is everyone really that big of a “Wicked” fan to still be using its products? Or are they just buying something because it has the branding of a movie they like? And what happens to all the products once the movie hype dies down? Are they just going to end up in a landfill, contributing to the already massive problem of waste in our society?
Over the past couple of months, I’ve become less and less excited about the film. Especially when it was announced they would be adding two songs. It felt like an attempt to qualify for more Oscars, and it made me question whether the artistic integrity of the franchise had become compromised for commercial gain. It’s disheartening to watch this piece of art be reduced to just a product, and this is only amplified by tie-in products.
But, like everyone else, I am not immune to marketing; and besides, a lot of this stuff it is actually pretty cute.
