Wicked sequel release boosts theatre: searches up 97% in release week

The release of the new Wicked film has coincided with a sharp uptick in interest for the stage musical, according to new data from London Theatre Direct.

Across the film’s opening weekend (Friday 21 to Sunday 23 November 2025), visits to the Wicked theatre show page on London Theatre Direct were up 50% compared with the previous weekend (14–16 November), with pageviews up 53%. Over the same period, the number of users searching for “Wicked” on the site rose by 30%.

Looking at the full week of the film’s release (17–23 November) versus the week before (10–16 November), the pattern remains clear. Users viewing the Wicked show page increased by 21%, and pageviews were up 22%. Searches for “Wicked” almost doubled week-on-week, rising by 97%. Over the same week-on-week period, orders from new customers increased by 24%, while orders from returning customers were up 48%.

Johan Oosterveld, CEO of London Theatre Direct, said:

“Whenever a big-screen event lands, we tend to see a surge of interest in the stage production that inspired it. With the release of the new Wicked film, adapted from the long-running musical, the effect was immediate: searches for ‘Wicked’ on our site nearly doubled, and far more people clicked through to the show page to explore tickets. It’s a reminder that when a story first captures audiences in its original theatrical form, renewed attention on screen not only draws existing fans back to the source, but also introduces entirely new audiences to the possibility of experiencing the magic live on stage.”

All figures are based on aggregated, anonymised data from London Theatre Direct’s website, comparing users viewing the Wicked product detail page, associated pageviews, and on‑site searches for “Wicked” across the specified periods.