This year, it's been almost impossible to go anywhere without seeing some kind of promotion for the movie Wicked.
I mean, you really could spend like every hour of the day consuming some kind of Wicked promotion.
It really is turning what is, by definition, a movie into some kind of lifestyle statement.
That's our colleague, Eric Schwartzall, who covers Hollywood.
He says the marketing push is one of the biggest Hollywood has ever seen.
It started officially with the movie's stars appearing at the Super Bowl, which was now nine months ago.
And there's just been this steady drum beat of Wicked promotion since then.
And there was a ton of references to it at the Summer Olympics.
The Today Show had Wicked interviews.
We are ready to defy gravity here in Paris as we welcome two stars of the highly anticipated movie musical Wicked,
and they have a line of clothes at Target.
I mean, they're selling drinks at Starbucks.
They're selling nail polish.
They're selling dolls.
They have Santa at Bloomingdale's wearing a green suit rather than a red one.
Just Santa's in on it, too.
I know.
I know.
I was shocked.
Everything that you can imagine that could be Wickedified is being Wickedified.