Wicked: For Good Opens with Record-Setting Previews
Universal’s ambitious Thanksgiving tentpole, Wicked: For Good, posted an impressive $30.8 million in domestic previews, marking the best showing of the year so far and outpacing last year’s opening figures for a similar window. The film’s early performance underscores the momentum behind a high-profile adaptation of the beloved musical and sets the tone for a potentially massive Thanksgiving weekend at the box office.
Context: A Cautious Optimism Ahead of Thanksgiving
Previews are not a guaranteed predictor of final grosses, but they provide a critical early read on audience appetite during a crowded holiday frame. Wicked: For Good benefited from a combination of nostalgia, a strong campaign, and the magnetism of the Warner Bros. and Universal collaboration that has kept audiences engaged across multiple generations. The $30.8 million figure surpasses the first installment’s preview performance from the prior year, which showed solid but more modest demand as audiences gradually caught up with the follow-up’s scale and spectacle.
What Drives the Early Strength?
Several factors appear to be driving the early enthusiasm for Wicked: For Good. First, the established fanbase of the Wicked franchise, built on the stage musical’s enduring popularity, translates into a guaranteed leg of built-in demand. Second, previews in late November generally benefit from a longer lead-in before the rush of Thanksgiving travel begins, giving films more time to accumulate points on Thursday night and the Friday-to-Sunday stretch. Finally, Universal’s marketing has effectively highlighted the film’s visual grandeur, musical components, and the promise of answering questions left by the previous film.
Competition and Market Conditions
With the holiday period upon us, Wicked: For Good faces a competitive landscape that includes family festivals, other tentpoles, and a slate of holdovers from prior weeks. The opening in previews suggests that audiences are primed to attend despite stiff competition; however, the final box office will hinge on word of mouth, critical reception, and how the film performs across international markets where previews are echoed by similar demand patterns. If the film sustains its momentum, it could push toward a top-ten Thanksgiving release performance among modern era entries.
Implications for Universal and the Box Office
For Universal, Wicked: For Good represents a pivotal moment in its holiday slate, signaling the studio’s ability to deliver a star-powered blockbuster with cross-generational appeal. The early success also reinforces the health of the domestic market as cinemas rebound from recent rubbles in the release calendar. If the film maintains momentum, studios could see a favorable Thanksgiving weekend, with solid ticket sales supporting ancillary revenue streams such as streaming deals, merchandising, and potential future installments.
What to Expect Next
Analysts will watch closing numbers over the Thanksgiving period to gauge the film’s full impact. If word of mouth and audience reception remain positive, Wicked: For Good could challenge expectations and become one of the year’s strongest performers in its category. Conversely, if competition intensifies or reviews temper enthusiasm, the film might experience a plateau after the initial weekend. Either way, the previews have positioned Wicked: For Good as a major event on the holiday calendar.
Conclusion: A Promising Start for a High-Profile Release
Wicked: For Good’s $30.8 million preview performance is more than a number; it signals strong consumer demand for a big-screen, musically-driven spectacle this holiday season. As Thanksgiving approaches, all eyes will be on how the film translates early interest into sustained box office success, shaping the broader landscape for 2024’s closing chapter of a cultural phenomenon and a potential new benchmark for holiday releases.
