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Universal Pictures has kicked off 2025 with a blockbuster feat as Wicked, the highly anticipated Broadway musical adaptation directed by Jon M. Chu, soared to unprecedented heights in its first seven days on Premium VOD (PVOD). Starring powerhouse talents Cynthia Erivo and Ariana Grande, the film made a spectacular home entertainment debut on December 31, raking in a jaw-dropping $70 million in its first week.

A Record-Breaking Start

On its very first day, Wicked generated an astonishing $26 million in Premium EST (electronic sell-through) and PVOD sales. This remarkable performance solidified its place as the highest Day 1 earner for any Universal title released on premium platforms, more than doubling the previous record-holder, The Super Mario Bros. Movie. For context, Universal’s prior record for first-week PVOD sales stood at $44 million, making Wicked’s debut an unequivocal triumph.

The studio’s strategy to hold the PVOD release until New Year’s Eve proved to be a masterstroke. Initially slated for a December 24 release following its standard 40-day theatrical window, Universal delayed the launch by a week, transforming Wicked into the ultimate New Year’s family event. The decision was accompanied by a robust promotional push through social media, digital campaigns, TV advertisements, and even a dedicated Rose Parade float. The result? Unstoppable momentum and widespread buzz that carried Wicked into the homes and hearts of audiences nationwide.

A Box Office Titan Turned Home Entertainment Powerhouse

While its PVOD debut was stellar, Wicked has also been a force to be reckoned with in theaters. The film, which enjoyed a strong 40-day theatrical run before its home release, has amassed $453 million domestically and $686 million worldwide. Even during its PVOD launch weekend, the movie managed to hold its ground at the domestic box office, pulling in $9.98 million despite a 50% drop from previous weekends.

Redefining Premium VOD Success

Universal’s decision to bring Wicked to home entertainment at a premium price point underscores its confidence in the film’s enduring appeal. Priced at $30 for digital ownership and $20 for rental, the PVOD offering includes both the original version of the film and a sing-along edition—a treat for fans eager to belt out Defying Gravity in their living rooms.

This strategic pricing is part of a larger trend that Universal has championed since 2020, when the studio pioneered the concept of a formalized PVOD window for theatrical titles. Since then, PVOD has become a cornerstone of Universal Filmed Entertainment Group’s (UFEG) release strategy, accounting for more than $1.5 billion in consumer spending to date. The success of Wicked further cements the importance of this model, proving that high-quality content paired with strategic timing and pricing can yield phenomenal results.

The Road Ahead

With 2.5 months remaining in its exclusive premium home entertainment window, Wicked is poised to rake in even more revenue before transitioning to NBCUniversal’s Peacock streaming service. The studio’s expectation of additional sales is well-founded, given the film’s popularity and its multi-generational appeal.

Universal’s approach to Wicked serves as a case study in how to maximize a film’s lifecycle across theatrical and digital platforms. By carefully timing its release and leveraging extensive promotional efforts, the studio has turned Wicked into not just a movie, but a cultural event.

Why It Matters

The resounding success of Wicked is a testament to the evolving dynamics of the film industry. As audience habits shift and digital platforms become increasingly central to distribution strategies, studios like Universal are rewriting the rules. The triumph of Wicked demonstrates the power of premium content to drive both box office and home entertainment revenue, paving the way for future blockbuster releases to embrace similarly innovative approaches.

For fans of Wicked and Broadway alike, this record-breaking debut is a cause for celebration. As the film continues its journey, one thing is clear: Wicked isn’t just defying gravity; it’s redefining the future of cinematic entertainment.

 

Written by: Barion McQueen

Photo Credit: Jerod Harris / CinemaCon