{"id":37142,"date":"2025-12-12T12:09:20","date_gmt":"2025-12-12T12:09:20","guid":{"rendered":"https:\/\/cardiffstudentmedia.co.uk\/quench\/?p=37142"},"modified":"2025-12-12T12:09:23","modified_gmt":"2025-12-12T12:09:23","slug":"the-concept-of-cynthia-erivo-a-marketing-masterclass-wicked-for-good-edition","status":"publish","type":"post","link":"https:\/\/cardiffstudentmedia.co.uk\/quench\/film-tv\/the-concept-of-cynthia-erivo-a-marketing-masterclass-wicked-for-good-edition\/","title":{"rendered":"The Concept of Cynthia Erivo: A Marketing\u00a0 Masterclass \u2014 Wicked: For Good Edition"},"content":{"rendered":"\n<p>For those who are as chronically online as I am, you might already be familiar with much of this, but for&nbsp; those who aren\u2019t, let me introduce you to the star of <em>Wicked: For Good<\/em>: Cynthia Erivo, A.K.A. Elphaba Thropp, the Wicked&nbsp; Witch of the West. Last year\u2019s <em>Wicked <\/em>press tour was absurd for many reasons (including&nbsp; Tracy Gilchrist for creating the \u201cholding space\u201d meme). Yet, much like she defied gravity,&nbsp; Erivo has defied the odds to become the undisputed meme queen for round two, and thank&nbsp; goodness for her.&nbsp;<\/p>\n\n\n\n<p>\u201cThe concept of (X),\u201d in particular, seems to have become a cultural phenomenon. A GIF from&nbsp; the 7<sup>th <\/sup>of January this year of Erivo tapping up and down her head with her incredibly long nails, for some unbeknownst reason&nbsp; the Wizard nor I cannot pinpoint, has now gone viral ten months later. Paired with it is the aforementioned caption, with X being replaced by an idea that the user finds appealing.&nbsp;<\/p>\n\n\n\n<p>This, however, is just the tip of the iceberg. Multiple-minute-long compilations of Erivo\u2019s bizarre&nbsp; antics have been trending on social media. Everything, from her being hoisted up by strings&nbsp; in the <em>Wicked: One Wonderful Night <\/em>special, to watching on in apparent horror as a fan of co star Ariana Grande recounts his adoration for her, to her shock as a fan tells Erivo that&nbsp; they kept the hat she lost at the London premiere of the first <em>Wicked<\/em>,. Even&nbsp; her cheeky smirk at the camera is viral.&nbsp;<\/p>\n\n\n\n<p>A byproduct of Erivo\u2019s hilarious demeanour is that the new <em>Wicked <\/em>is everywhere in the cultural&nbsp; conversation. As if it wasn\u2019t already a sensation, the three-time Oscar-nominated actress (might this be her fourth?) dominating Internet meme culture is just another avenue where the&nbsp; latest blockbuster is building hype, and it is working. On its opening weekend, <em>For Good <\/em>made&nbsp; a show-stopping $226 million worldwide, up over $60 million from its predecessor. Whether&nbsp; you\u2019re a sentimental man for it or feel loathing, unadulterated loathing, one thing is undeniable:&nbsp; this marketing campaign is one good deed.&nbsp;<\/p>\n\n\n\n<p>Why, though, has Cynthia Erivo become such a beloved figure on the Internet in recent&nbsp; months? Well, for one, it\u2019s a clear symptom of star-driven marketing and celebrity fandom.&nbsp; Gone are the days when people only saw movie stars on the big screen. Now, celebrities are&nbsp; everywhere, and fans are desperate to see more of their favourites. Someone like Erivo,,&nbsp; who behaves often so strangely yet so genuinely, was bound to capture the world\u2019s hearts&nbsp; and minds.&nbsp; Becoming incredibly, as Grande sings in the first film, popular. These memes&nbsp; are not a product of ridicule but appreciation for someone so unapologetically eccentric and&nbsp; quirky.&nbsp;<\/p>\n\n\n\n<p>Personally, as someone who adored the first <em>Wicked<\/em>, I would have seen its sequel irrespective&nbsp; of these memes, although I couldn&#8217;t be happier seeing the cast everywhere on my social media&nbsp; feed doing the strangest things imaginable. If anything, it only made me more excited. Now having seen it, it absolutely lived up to expectations as one of the best films of the year and a frankly wonderful cinema experience.<\/p>\n\n\n\n<p>In a world where even megastar-led films, like Leonardo DiCaprio\u2019s (absolutely phenomenal) <em>One Battle After Another<\/em>, are underperforming, big names alone aren\u2019t enough to sell tickets.&nbsp; It takes a true icon to motivate people to go to the cinema these days, and Erivo is that girl.&nbsp; Undoubtedly, she has improved the success of the <em>Wicked <\/em>franchise <em>for good<\/em>.<\/p>\n\n\n\n<p><strong><em>Words By Isaak Hewitt<\/em><\/strong><\/p>\n\n\n\n<p><em>Featured Image courtesy of <a href=\"https:\/\/unsplash.com\/@gabrielkraus\">Gabriel Kraus<\/a> via <a href=\"https:\/\/unsplash.com\/photos\/blue-glass-bottle-on-brown-wooden-shelf-3X5ZhsDClY8\">Unsplash<\/a>. No changes have been made to this image. Image license found <a href=\"https:\/\/unsplash.com\/license\">here.<\/a><\/em><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For those who are as chronically online as I am, you might already be familiar with much of this, but [&hellip;]<\/p>\n","protected":false},"author":650,"featured_media":37143,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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