The rise of event cinema and how musicals became cool again

As the second instalment of Wicked prepares to hit Irish cinemas, Aoife Barry examines the rise of 'event cinema' and the enduring appeal of music on screen

Cynthia Erivo as Elphaba and Ariana Grande as Glinda in Wicked: For Good

In November 2024, the film Wicked: Part One was everywhere. 

Its marketing campaign centred on a publicity blitz by its stars Ariana Grande and Cynthia Erivo, and many brand tie-ins.