Wicked to premiere on ITV2 as Sky looks to leverage movie back catalogue

Exclusive: Wicked is set to make its free-to-air television premiere on ITV2 in 2027, wheretowatch.tv understands, as Sky looks to capitalise on its movie back catalogue following its proposed takeover of ITV’s broadcasting and streaming business.

The blockbuster musical, which stars Cynthia Erivo as Elphaba and Ariana Grande as Glinda, is expected to form part of a new strand of family movies planned for ITV2 next year.

The move would bring one of the biggest cinematic hits of recent years to a wider audience, offering viewers the opportunity to watch the first instalment of the fantasy musical without a cinema ticket or subscription.

Released in UK cinemas on 22 November 2024, Wicked became a major box-office success, topping the UK and Ireland cinema charts for 2024. The film earned approximately £60 million at the local box office, cementing its status as one of the year’s biggest theatrical releases.

Adapted from the hit stage musical, itself based on Gregory Maguire’s novel, the film explores the unlikely friendship between Elphaba, the future Wicked Witch of the West, and Glinda, the popular young witch who will become Glinda the Good.

Its combination of recognisable songs, elaborate production design and high-profile performances helped turn the release into a major cultural event, with audiences embracing the film’s distinctive pink-and-green branding.

Sky-ITV deal could open the door to more Hollywood blockbusters

The reported plans come as Sky prepares to take control of ITV’s media and entertainment business in a deal worth up to £1.6 billion, announced in July 2026.

The proposed acquisition includes ITV’s television channels and ITVX streaming platform, but excludes ITV Studios, which will become a separate production business. Completion is expected in the second half of 2027, subject to regulatory approval. Under a separate agreement, Sky has committed to a five-year content partnership with ITV Studios worth at least £2.1 billion. Source: ITV News.

A larger combined operation would give Sky greater reach across subscription television, advertising-funded streaming and free-to-air broadcasting, creating more opportunities to bring premium entertainment to audiences who might not subscribe to Sky Cinema.

A potential ITV2 screening of Wicked would fit that strategy, allowing Sky to extend the value of a major theatrical title beyond its initial cinema and subscription windows.

The proposed deal is also expected to strengthen the companies’ ability to compete with international streaming platforms, while Sky has said ITV’s channels and ITVX will remain free to air following completion.

A major hit for Universal

The prospect of a free-to-air showing is underpinned by the film’s extraordinary performance at the box office.

According to the British Film Institute, Wicked was the highest-grossing film at the UK and Republic of Ireland box office in 2024, earning approximately £59.6 million during the year. It narrowly outperformed Inside Out 2 to claim the top spot. Source: BFI.

The film’s success continued to demonstrate the commercial appeal of theatrical adaptations, with its combination of musical spectacle, familiar source material and star power attracting audiences well beyond established fans of the stage production.

The sequel, Wicked: For Good, arrived in cinemas in November 2025, extending the franchise’s reach and reinforcing the appeal of the property. The two films tell the story of Elphaba and Glinda before the events of The Wizard of Oz, with the second instalment continuing their increasingly complicated relationship.

The original film’s arrival on ITV2 would offer a fresh opportunity to reach families and younger viewers, while potentially introducing a new audience to the franchise.

More big-screen entertainment for free-to-air viewers?

The planned family movie strand would give ITV2 another way to attract audiences in a competitive television market, where broadcasters are increasingly seeking recognisable film titles to complement established entertainment formats.

ITV already has experience of using major Hollywood franchises to draw viewers to its channels and streaming service. Its previous free-to-air agreement covering the Harry Potter and Fantastic Beasts films demonstrated the appeal of established fantasy properties across ITV and ITVX.

For Sky, meanwhile, the proposed acquisition represents an opportunity to bring together its existing entertainment offering with ITV’s substantial free-to-air audience.

If the reported plans go ahead, Wicked could become one of the headline titles in ITV2’s 2027 family movie offering.

An exact transmission date and further details of the planned strand have yet to be announced publicly.

wheretowatch.tv will bring you further updates as they emerge.

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