Universal teases ‘Wicked’ attractions

Theme park rides would be a logical progression in leveraging hit movie

Cynthia Erivo, left, and Ariana Grande are the stars of hit film “Wicked.” Universal Pictures via AP

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By Brady MacDonald

bmacdonald@scng.com

Universal Creative has plans to bring the Land of Oz to life with theme park attractions that would let visitors skip down the Yellow Brick Road and step into the Emerald City, according to a published report.

The New York Times reports Universal Destinations & Experiences Chairman Mark Woodbury has “secret plans” to create theme park attractions based on “Wicked.” “When I saw it, my first reaction was, ‘This is a theme park waiting to happen,’ ” Woodbury told the Times.

The Universal theme park boss teased the “Wicked” attractions as the film that has raked in more than $700 million continues to ride a wave of success, with two Academy Awards ahead of a sequel hitting theaters in November.

Speculation has focused on a “Wicked”-themed land with an Emerald City dark ride and Defying Gravity roller coaster as the first expansion at the Universal Epic Universe theme park, opening May 22 in Florida.

“Universal Creative has had their eye on developing Wicked into a number of forms for the theme parks for quite some time,” according to Screamscape.

Universal Studios Hollywood, Universal Orlando and other Universal parks around the world have not announced the addition of any “Wicked” attractions, which would be the logical next step in the company’s carefully orchestrated rollout of tie-ins to the burgeoning film franchise.

“We’ve cultivated a creative and commercial shorthand across our teams,” NBCUniversal Entertainment & Studios Chair Donna Langley told the New York Times. “That ease and comfort with one another allows us to pull levers across the company to amplify our respective strategies.”

Universal Studios Hollywood opened Wicked: The Experience in November after the first film debuted, with an Emerald City photo op, movie props, costume displays, specialty food and themed merchandise.

Universal Orlando added a Shiz University photo op and Elphaba and Glinda meet-and-greets to the Florida version of Wicked: The Experience.

Universal Studios Singapore had a Hot Air Cafe photo op and offered Elphaba and Glinda makeovers at the Emerald Beautification Salon.

A Wicked Celebration kicks off Friday at Universal Studios Japan and runs through the end of the year, when the release of “Wicked: For Good” is planned.

This isn’t the first time Universal Creative has developed a “Wizard of Oz”-themed land. Universal Studios Japan had a Land of Oz from 2006 to 2011 with a Munchkinland, Emerald City and shortened, 35-minute version of the “Wicked” Broadway show.