Hollywood Magic Skips Australia for Wicked Sequel
Australian fans of the Wicked franchise have been handed a disappointing verdict: the land of Oz will be missing from the global promotional tour for the highly anticipated sequel, Wicked: For Good. Despite the nation's well-documented love for the story, the star-studded cast, including Ariana Grande and Cynthia Erivo, will not be travelling Down Under to build hype for the new film.
The Business Behind the Snub
This decision marks a stark contrast to the treatment of the first film, which saw a dazzling red-carpet premiere in Sydney last year. That event featured appearances from stars Ariana Grande, Cynthia Erivo, Jonathan Bailey, and Jeff Goldblum, creating a major Hollywood spectacle. This time, however, Universal Pictures has confirmed the global tour will focus on São Paulo, Paris, Singapore, London, and New York ahead of the film's release on November 20.
According to industry insiders, the move is a cold, hard calculation of logistics and cost efficiency. Promoting a blockbuster on this scale involves enormous expenses for travel, accommodation, staging, and security. Studios typically prioritise regions expected to deliver the biggest box-office returns. While Australia performed strongly for the first Wicked film, it is considered a 'stable' market that will turn up at the cinemas regardless of a star visit.
Expert Analysis: A Calculated Move
Celebrity publicist and digital marketing guru Adrian Falk told Daily Mail that the studio's decision is a sound business strategy. "They know that the movie is going to rate either way and Aussies have flocked to the cinemas to see it before," Falk stated. "Having Ariana and the cast here isn't going to do anyone any favours - the return on investment just isn't there when the film already sells itself."
Falk further explained that Australia is viewed as a smaller territory in the grand scheme of the global box office. With stars in high demand, studios will always allocate resources to markets that make the most financial sense. He also highlighted a significant shift in marketing strategy, noting that in 2025, digital engagement carries far more weight than physical appearances.
Intriguingly, Falk suggested that the absence of a visit could paradoxically generate more publicity. "Sometimes not having the stars show up actually creates more buzz," he said. "People talk about it, media covers the 'snub', and suddenly you've got more headlines and social chatter than if they'd just flown in, smiled for photos and left."
Despite the business logic, many local fans have taken to social media to express their disappointment. Some had held out hope for a repeat of last year's Sydney premiere, where thousands gathered. For now, Australian audiences will have to wait for the cinematic magic when Wicked: For Good opens in Australian cinemas on November 20.
