Universal’s Wicked has claimed a new record for Broadway film adaptations with a $114 million domestic opening weekend. Combined with international earnings of $50.2 million, the film has amassed a global total of $164.2 million. This performance substantially surpasses the previous record holder, Into the Woods, which opened with $31 million domestically in 2014.

The success of Wicked carries broader significance for Hollywood’s post-pandemic recovery, securing its position as 2024’s third-highest domestic debut, behind only Deadpool & Wolverine and Inside Out 2. This achievement points to a potential revival of movie musicals, a genre that has faced challenges in recent years.

The film’s release coincides with a transformative period in the film industry. Major theater chains are investing heavily in modernizing the moviegoing experience, with the National Association of Theatre Owners (NATO) reporting a $2.2 billion commitment to upgrade facilities with advanced technologies like laser projection and immersive sound systems. Theaters are also increasingly incorporating experiential elements such as themed environments and interactive displays to cater to younger audiences who value unique, shareable experiences.

For the release of Wicked, theaters have created themed merchandise and concessions, creating an immersive experience that differentiates theatrical viewing from home entertainment. This includes concessions like collectible popcorn tins in Elphaba green and Glinda pink and themed beverages, as well as places for photo opportunities and plans for events like sing-along screenings.

As theaters continue to evolve their business models, the success of movies like Wicked provides insights into audience preferences that may influence future decisions regarding theatrical adaptations of stage productions. It also points to a positive trend in box office revenues, suggesting continued recovery for theatrical releases.