“Wicked” was easily one of the year’s most anticipated movies, and it was finally released in theaters on Friday. Thanks to its extensive marketing campaign and press tour, there’s been major online hype surrounding Cynthia Erivo, Ariana Grande and other cast members.
“Don’t Worry, Darling” and “Anyone But You” are two of the most talked-about press tours in recent memory, contributing to their box office success. Seemingly, everyone on TikTok was analyzing and gossiping about cast drama and scandals that took place on their respective press tours. Between rumors of a cast feud for “Don’t Worry Darling” and “Anyone But You’s” fan speculation that the two stars of the film, Glen Powell and Sydney Sweeney, were having an affair during filming — social media users began paying closer attention and commenting on subsequent press tours such as “Wicked.”
“Wicked’s” press tour has gotten the internet’s attention in several ways. Fans have praised the film’s marketing campaign due to its partnership with companies such as Stanley, Starbucks and Beis. Critiques started when fans noticed odd behavior and exchanges between Erivo and Grande.
Erivo, who plays Elphaba, and Grande, who plays Glinda, have cried in several interviews while promoting the movie. At first, fans just assumed that the pair was crying because the movie was meaningful to them. Then, fans noticed that when the stars were asked standard questions about making the movie or their lives, they tended to shed a tear.
In a viral interview with Jake Hamilton, Erivo and Grande were asked about what they mean to each other, leading to tearful answers. This interview was one of many to blow up on social media, and since then, fans have started making memes of every interview the pair has done.
In the last few weeks leading up to the film’s release, it has become a trend on TikTok for creators and fans to make parody videos of the interviews, particularly of the two stars crying when asked random questions.
Viewers have also commented on the nature of Erivo and Grande’s intensely close relationship. In nearly every interview, they discuss how meaningful their connection is and how much love they hold for one another, evident through their 10 matching tattoos. This has let fans jokingly speculate if they are in a romantic relationship through analysis videos and parodies of the two acting in love.
@siennahubertross Everyone deserves a chance to fly #arianagrande #wicked #comedy @caroline
♬ original sound - Sienna Hubert-Ross
In perhaps the most viral interview of the press tour with Tracy E. Gilchrist, the journalist explained that she saw on social media that fans were taking the lyrics of “Defying Gravity” and “holding space” with them. This confused viewers about what “holding space” meant, leading to the birth of the viral meme about it. Now, there are many TikToks of people joking that they are “holding space” for the lyrics as part of their daily schedule.
What makes the parodies more topical are the comments on the TikTok videos, with viewers saying things like “The way this isn’t even an exaggeration” or “If anything, this is a dialed-down imitation.” It’s pretty much impossible to scroll through TikTok without seeing a parody video of Erivo and Grande’s interviews.
The conversation surrounding the press tour started when the “Wicked” team released a picture of Erivo and Grande remaking the original “Wicked” musical playbill photo. Fans felt that this recreation was too different from the original, leading to one fan editing the picture to make it more realistic. Erivo was highly offended by the edit and turned to Instagram to call out the fan.
Erivo’s reaction backfired because fans immediately called her too sensitive and criticized her reaction to the edit. On many parody videos making fun of Grande and Erivo, fans comment, “Don’t let Cynthia see this” and “Cynthia gonna come for y’all.”
“Wicked’s” press tour has garnered a lot of buzz for the film and inspired people to go out and watch it. The film is projected to make over $100 million at the box office this weekend, partly due to the cultural moment that was the press tour.