Jon M. Chu made an unusual decision during the production of the Wicked: For Good film, choosing to withhold the final shot from Universal Pictures executives to prevent it from being featured in marketing. The director’s fear that the last, emotionally resonant image—echoing the original Broadway poster—would lose its impact if released beforehand underscored his protective approach to the story. The Jon M. Chu Wicked movie has not only captured attention for its creative choices but also sparked discussion about the use of iconic imagery in film promotions.
Director’s Deliberate Secrecy Over Iconic Final Scene
Jon M. Chu shared with Business Insider that he intentionally shielded the last shot of his two-part musical adaptation from studio executives at Universal, concerned they would promote the film with the pivotal moment. The ending closes on Glinda whispering to Elphaba, a direct visual nod to the widely recognized Wicked Broadway poster.
“Yes. It was always the plan. I was always going to end on the whisper,”
said Chu. —Jon M. Chu, Director
“Do you know how hard it was to force Universal to never use it in any marketing material? They even had a poster of it for the first movie, and I was like, ‘Why are we releasing this poster? We should never acknowledge the whisper. Never. Never.’ I wanted it to feel like we didn’t care about it, then suddenly it’s the last shot in ‘For Good.’ So the studio never saw that final shot. I imposed a huge thing: ‘Do not show this shot!’ They wanted it so badly.”
—Jon M. Chu, Director
Chu explained that since the beginning, his vision was to maintain the surprise of the final scene, which he felt held immense meaning for both fans and the story. Keeping this moment private was, for him, a measure of respect for the audience’s experience.
Symbolism and Emotional Secrets at the Heart of the Conclusion
The last shot’s composition, with Glinda whispering to Elphaba, plays a significant symbolic role and directly mirrors the classic artwork that became synonymous with the Broadway show. According to Chu, not even the musical itself included this specific action, allowing an element of mystery for viewers and deepening the characters’ connection.
“That poster is one of the most brilliant posters ever made. You don’t know what Glinda’s saying, because they never actually do that in the musical. But it’s sort of the key to friendship. That we have these secrets. And the girls got to choose what they are actually saying in the scene. I don’t even know what they said.”
—Jon M. Chu, Director
Chu’s commitment to maintaining the secrecy of the final shot meant that a sense of anticipation and discovery remained intact for audiences, rather than being diminished through advance exposure in marketing.
Audience and Actor Response to Recreated Imagery
Universal Pictures ultimately did use a recreated version of the original Broadway image for early marketing, developing and releasing a poster in October 2024 ahead of the film’s premiere. This move prompted backlash from die-hard Wicked fans, who took to social media to critique perceived errors in the rendering—focusing on details like the appearance of Elphaba’s hat and lipstick. They went so far as to digitally alter the poster, hoping to “correct” elements they felt the studio had mishandled.
Erivo, who stars as Elphaba, responded emotionally to these modified images circulating online.
“This is the wildest, most offensive thing I have seen equal to that awful AI of us fighting, equal to people posing the question ‘is your p—- green?”
—Erivo, Actor
“None of this is funny. None of it is cute. It degrades me. It degrades us.”
—Erivo, Actor
“The original poster is an Illustration,”
—Erivo, Actor
“I am a real life human being, who chose to to look right down the barrel of the camera to you, the viewer …because, without words we communicate with our eyes. Our poster is an homage not an imitation, to edit my face and hide my eyes is to erase me. And that is just deeply hurtful.”
—Erivo, Actor
Erivo’s reaction highlighted the emotional impact that marketing and fan interpretations can have on performers, especially when personal identity is at stake.
Ongoing Conversations as Wicked: For Good Engages the Public
Now playing in theaters nationwide for Universal, Wicked: For Good continues to stir dialogue among fans, cast, and industry observers about creative intent, marketing strategy, and respect for artistic choices. The Jon M. Chu Wicked movie stands out both for its carefully guarded secrets and for the conversations it has reignited about the boundaries between homage, adaptation, and individual dignity—issues that remain deeply meaningful within the realm of big-budget adaptations.
