The Promotional Mastery of Barbie and Wicked
(Major, M. photo reference)
Both Barbie and Wicked have demonstrated the power of thoughtful, strategic promotion in shaping their success. In an era where marketing extends beyond traditional methods, these films have capitalized on a multi-faceted promotional approach that includes not only trailers and social media campaigns but also extensive merchandise collaborations. Barbie built anticipation through high-profile collaborations with brands like Balmain and Forever 21, as well as limited-edition dolls, or beauty products. These efforts connected fans to the film, fostering a sense of participation in the larger Barbie universe. Similarly, Wicked kept the excitement flowing by tying the movie to its beloved Broadway origins, offering exclusive merchandise and fan events that cultivated loyalty and engagement.
These promotional strategies did more than just raise awareness but created a lasting cultural conversation. Through social media campaigns, influencer partnerships, and merchandise, both films maintained a constant presence in the public eye. This type of engagement allows fans to connect with the content on multiple levels, transforming the film experience into something more ongoing and participatory, echoing the idea of binge-watching culture. As noted by Mareike Jenner (2018), modern promotion must sustain engagement over time, much like how Netflix has reshaped television viewing by encouraging audiences to consume entire seasons in one sitting.
(TikTok – Make your day)
(Karsten Runquist. 2024)
The Struggles of Joker 2
Vice versa, Joker 2 has struggled to create the same hype as its predecessor, despite Joaquin Phoenix’s star power and the previous film’s popularity. Due to a lack of consistent promotion and engagement across digital platforms, Joker 2 has felt disconnected from its audiences. The absence of a compelling promotional strategy has left it vulnerable to negative reactions, particularly from YouTube content creators whose reaction videos have shaped public perception. As Stuart Cunningham and David Craig (2019) discussed, the influence of digital creators in today’s media landscape is undeniable, and Joker 2’s limited engagement has prevented it from capturing the cultural conversation it needed for success.
The Digital Metamorphosis of Cinema and Binge-Watching Culture
In line with Shane Denson and Julia Leyda’s (2019) observations about post-cinema, films today must engage viewers on a deeper level, offering experiences that are not only consumed but lived, with ongoing digital engagement that mirrors the structure of binge-watching. Both Barbie and Wicked succeeded because they maintained continuous interaction with their audiences, while Joker 2 faltered due to its lack of sustained promotion. In the digital age, success relies on more than just a good film—it depends on creating a narrative that extends beyond the screen, shaping cultural moments and fostering long-term connections with audiences.
Resources
Major, M. (n.d.). WICKED Movie Merch: Food, Makeup, Toys, Costumes, & More. BroadwayWorld.com. https://www.broadwayworld.com/article/A-Guide-to-WICKED-Movie-Merch-Food-Makeup-Toys-Costumes-More-20241003
TikTok – Make your day. (n.d.). https://www.tiktok.com/@georgiagadsbypr/video/7437176788616236321?q=all%20wicked%20collaborations&t=1732249497174
Karsten Runquist. (2024, October 3). the joker sequel is a disaster. . . [Video]. YouTube. https://www.youtube.com/watch?v=KmsZdvIjvw4
Jenner, M. (2018). Introduction: Netflix and the reinvention of television. In Netflix and the Reinvention of Television (pp. 1-31, 109-118). Palgrave Macmillan.
Cunningham, S., & Craig, D. (2019). Creator Labor. In Social Media Entertainment: The New Intersection of Hollywood and Silicon Valley (pp. 65-114). NYU Press.
Denson, S., & Leyda, J. (2019). Perspectives on Post-Cinema: An introduction. In Post-Cinema: Theorizing 21st Century Film (pp. 1-19). Reframe Sussex.
Jessie Tsui Hoi Yin 33776641
Digital Audiovisual Media Class Blog 
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