Corin Camenisch, Product Marketing Lead at SumUp, said: “The cultural significance of Wicked cannot be overstated. It has been a defining cultural moment that has transcended generations in the way fans are not just watching, but participating. This data is representative of a wider trend of people linking their identities to the stories and communities they love. You need only look at cinema-goers arriving in full pink or green, declaring their allegiance before the film even starts, to see how deeply fans connect with this narrative. From themed nails and outfits to karaoke performances, the behaviours mirror what we’ve seen around tours from Oasis, Charli XCX or Pitbull.
