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Reigning Hollywood Studio Universal Brings 'Wicked' to Movie Summit

Chairman of NBC Universal Studio Group Donna Langley introduced a crop of new titles. VALERIE MACON / AFP
Chairman of NBC Universal Studio Group Donna Langley introduced a crop of new titles. VALERIE MACON / AFP
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Reigning Hollywood Studio Universal Brings 'Wicked' to Movie Summit

Chairman of NBC Universal Studio Group Donna Langley introduced a crop of new titles. VALERIE MACON / AFP
Chairman of NBC Universal Studio Group Donna Langley introduced a crop of new titles. VALERIE MACON / AFP

Universal Pictures was crowned Hollywood's top studio last year, dethroning Disney at the box office for the first time in nearly a decade with a string of mega-hits like "The Super Mario Bros. Movie" and the Oscar-winning "Oppenheimer."
So as movie executives gathered at this week's CinemaCon summit in the face of gloomy industry forecasts and a shortage of upcoming major releases, at least one company had plenty to celebrate in Las Vegas, AFP said.
"There's not much more you could ask for than being number one at the box office, and winning the Academy Award for best picture," said chairman Donna Langley during Universal's presentation on Wednesday.
"It would have been easy enough to just sort of drop the mic after that one, right? But it's not enough for us," she said, before introducing a crop of new titles, including "Wicked."
Ariana Grande, Cynthia Erivo and Jeff Goldblum were brought on stage to promote the starry movie adaptation of the hit Broadway musical. The first of two films hits theaters in November.
For many big-screen owners, Universal -- thanks to a diverse mix of original movies that does not rely on the struggling superhero genre, and some smart viral marketing campaigns -- offers a potential roadmap to recovery.
They are pinning hopes on "Wicked," and animated films like "Despicable Me 4" and "The Wild Robot," to bring much-needed customers back at a tough moment for the industry.
Overall box office receipts had been slowly recovering each year since the pandemic, but are expected to shrink in 2024.
That is largely due to Hollywood strikes that shuttered film productions for months last year, leaving major gaps in release calendars.
'Fresh'
But while rivals like Disney, Warner and Paramount have struggled for various reasons, these are heady times for Universal.
Just 12 months ago, Langley brought director Christopher Nolan onto the same Las Vegas stage, to introduce for the first time his movie "Oppenheimer."
In an expensive gamble, Universal had lured Nolan from his traditional home at Warner, promising to give his movie about the atomic bomb lavish backing.
"Oppenheimer" grossed nearly $1 billion. Nolan appeared via video on Wednesday to thank theater owners for their role.
Speaking with AFP, Universal's international distribution president Veronika Kwan Vandenberg said it has become clear the industry "can't rely on the films that have traditionally been exceptionally strong in the last 20 years."
Unlike competitors, Universal does not have any of the major superhero franchises that until recently dominated multiplexes.
That had been a stick to beat Universal with in years past. But as rivals' movies like "Madame Web" and "The Marvels" have flopped, a sense that audiences are tired of near-identical superhero fare has grown.
"All these sequels and franchises coming into the marketplace have done very well for a very long time. But we're in a place today where... the audience really wants to know, 'what's different about this?'" said Kwan Vandenberg.
'Barbenheimer'
Social media has become an increasingly key tool for movie studios.
Universal -- along with Warner -- benefited from capturing last summer's viral "Barbenheimer" phenomenon.
Because these trends are typically organic in origin, it is "an incredibly hard thing to do," said Kwan Vandenberg.
But Universal has been more successful than most, with recent examples including a TikTok dance craze for horror film "M3GAN."
A year earlier, the "Gentleminions" trend involved teenagers dressing in suits for trips to watch the new "Minions" film.
In October, a viral trend of stealing posters and promotional cut-outs from theaters for "Five Nights At Freddy's" broke out.
While the trend was extremely frustrating for theater owners, it generated priceless publicity for the Universal movie.
"When we launched the first trailer of 'M3GAN' and we saw how viral the TikTok dance became, we started to lean into events all over the world featuring that," said Kwan Vandenberg.
"It's not something we're necessarily creating. But we are helping to support the awareness and the excitement around it."

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Movie Review: In ‘Deadpool & Wolverine,’ the Superhero Movie Finally Accepts Itself for What It Is 

Hugh Jackman and Ryan Reynolds attend the premiere of "Deadpool & Wolverine" in New York City, New York, US, July 22, 2024. (Reuters)
Hugh Jackman and Ryan Reynolds attend the premiere of "Deadpool & Wolverine" in New York City, New York, US, July 22, 2024. (Reuters)
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Movie Review: In ‘Deadpool & Wolverine,’ the Superhero Movie Finally Accepts Itself for What It Is 

Hugh Jackman and Ryan Reynolds attend the premiere of "Deadpool & Wolverine" in New York City, New York, US, July 22, 2024. (Reuters)
Hugh Jackman and Ryan Reynolds attend the premiere of "Deadpool & Wolverine" in New York City, New York, US, July 22, 2024. (Reuters)

If one thing is certain about “Deadpool,” it’s that its titular hero, for reasons never explained, understands his place in the world — well, in our world.

Indeed, the irreverent and raunchy mutant is sure to belabor his awareness of the context in which he lives — namely an over-saturated, increasingly labyrinthine multibillion-dollar Marvel multiverse which spans decades, studios and too many films for most viewers to count.

From its inception, the “Deadpool” franchise has prided itself on a subversive, self-aware anti-superhero superhero movie, making fun of everything from comic books to Hollywood to its biggest champion, co-writer and star, Ryan Reynolds.

It’s no surprise then, as fans have come to expect, that the long-anticipated “Deadpool & Wolverine” further embraces its fourth wall-breaking self-awareness — even as it looks increasingly and more earnestly like the superhero movie blueprint it loves to exploit. That tension — the fact that “Deadpool” has called out comic book movie tropes despite being, in fact, a comic book movie — is somehow remedied in “Deadpool & Wolverine,” which leans into its genre more than the franchise’s first two movies.

Perhaps this gives viewers more clarity on its intended audience. After all, someone who hates superhero films — I’m looking at you, Scorsese — isn’t going to be won over because of a few self-deprecating jokes about lazy writing, budgets for A-list cameos and the overused “superhero landing” Reynolds’ Deadpool regularly refers to.

But this time around, director Shawn Levy — his first Marvel movie — seems to have found a sweet spot. Levy is surely helped by the fact that the third film in the franchise has a bigger budget, more hype and, of course, a brooding Hugh Jackman as Wolverine.

That anticipation makes their relationship, packed with hatred and fandom, all the more enticing. Their fight scenes against each other are just as compelling as their moments of self-sacrificial partnership in the spirit of, you guessed it, saving the world(s).

Speaking of worlds, there is one important development in our own to be aware of ahead of time. The first two “Deadpool” films were distributed by 20th Century Fox, whose $71.3 billion acquisition by the Walt Disney Co. in 2019 opened the door for the franchise to join the Marvel Cinematic Universe.

Perhaps unsurprisingly, “Deadpool & Wolverine” takes full advantage of that vast playground, which began in 2008 with Robert Downey Jr.’s “Iron Man” and now includes more than 30 films and a host of television shows. The acquisition is also a recurring target of Deadpool’s sarcasm throughout the movie.

Although steeped in references and cameos that can feel a bit like inside baseball for the less devoted, “Deadpool & Wolverine” is easy enough to follow for the casual Marvel viewer, though it wouldn’t hurt to have seen the first “Deadpool” and Jackman’s 2017 “Logan,” a harbinger of the increasing appetite for R-rated superhero violence. The Disney+ series “Loki” also gives helpful context, though is by no means a must watch, on the Time Variance Authority, which polices multiverse timelines to avoid “incursions,” or the catastrophic colliding of universes.

A defining feature of “Deadpool” has been its R rating and hyper violent action scenes. Whether thanks to more money, Levy’s direction or some combination of the two, these scenes are much more visually appealing.

But “Deadpool & Wolverine” does succumb to some of the deus ex machina writing that so often plagues superhero movies. Wade Wilson’s (the real identity of Deadpool) relationship with his ex (?) Vanessa is particularly underdeveloped — though it’s possible that ambiguity is a metaphor for Deadpool’s future within the MCU.

The plot feels aimless at points toward the end. One cameo-saturated battle scene in particular is resolved in a way that leaves its audience wanting after spending quite a bit of time building tension around it. While there are a few impressive stars who make an appearance, audiences may be disappointed by the amount of MCU characters referenced who don’t make it in.

The bloody but comedic final fight scene, however, is enough to perk viewers back up for the last act, solidifying the film’s identity as a fun, generally well-made summer movie.

The sole MCU release of 2024, “Deadpool & Wolverine” proves it’s not necessarily the source material that’s causing so-called superhero fatigue. It also suggests, in light of Marvel’s move to scale back production following a pandemic and historic Hollywood strikes, that increased attention given to making a movie will ultimately help the final product.