Hollywood’s Super-Brand Movies, like Wicked are redefining entertainment with bold branding, cultural commentary, and immersive storytelling—ushering in a new era.

Cynthia Erivo and Ariana Grande play Elphaba and Glinda in "Wicked." Credit: Universal Pictures While the performances in the film are sensational overall, Chu makes a series of downright confounding choices that undercut the rapturous flow of the Broadway production and even the perspective of the story he aims to exalt.