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 

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