The movie musical “Wicked” collected a blockbuster $114 million in its opening weekend. Over the past year, Universal and its parent company Comcast have launched an all-out marketing blitz to blanket the world in “Wicked.” WSJ’s Erich Schwartzel reports on how it is the new Hollywood playbook.

Further Listening:
- The Curtain Closes on Phantom of the Opera

- The Rise of the Minions

- Why 'Yellowstone' Is One of TV's Most Expensive Shows

Further Reading:

- Inside Hollywood’s Big ‘Wicked’ Gamble

- ‘Wicked’ Flies High on Big Screen, With $114 Million Opening Weekend

Learn more about your ad choices. Visit megaphone.fm/adchoices

#250.3 Taking Back Control w/ Brian Kaskavalciyan