Studios and campaign strategists have confirmed that Cynthia Erivo will be campaigned in the Lead Actress category and Ariana Grande in the Supporting Actress category for their performances in the musical fantasy Wicked: For Good. This

Why The Campaign Split Matters

Category placement is a crucial tactical decision in awards races. Studios often assess a film’s ensemble and decide which performers stand the best chance in each category. Putting Erivo in Lead Actress signals that the studio considers her role central to the film’s emotional arc and commercial identity. Conversely, campaigning Ariana Grande as Supporting Actress can maximize her chances by avoiding a direct clash with other heavy-hitter lead performances across the season—while still leveraging her star power and vocal performance to attract voters.

Campaign Strategy — What Teams Will Likely Do

Expect a coordinated campaign that includes targeted screenings for Academy voters, Q&A events with both actresses, and high-visibility magazine profiles emphasizing Erivo’s dramatic range and Grande’s musical charisma. The campaign will likely highlight:

• Erivo’s interpretation of the character’s emotional journey and any transformative acting choices.
• Grande’s vocal performance, comedic timing (if applicable), and scene-stealing moments that justify Supporting Actress placement.
• Press and awards-bait interviews, plus clips emphasizing each performer’s standout moments.

Historical Context: How Placement Has Helped Before

Studios have used category placement to great effect in past seasons; actors with prominent roles have been campaigned as supporting to increase nomination chances, while lesser-known leads have been pushed into lead slots to spotlight them. The Academy’s voting patterns—where actors vote in acting categories and can be swayed by narrative framing—make the packaging of each performer’s story as important as the performance itself.

Chances & Awards-Season Dynamics

While awards prognostication is inherently speculative, both performers will benefit from the film’s broader awards campaign. Erivo, an acclaimed stage and screen actor with a history of awards recognition, will be positioned to appeal to voters emphasizing craft and weighty dramatic turns. Ariana Grande—which brings massive fan recognition and media attention—will be positioned to attract voters who respond to electrifying musical performances and cultural buzz. The supporting slot could increase her vote concentration among voters who appreciate showy but shorter screen turns.

What This Means for Voters and Audiences

For Academy voters, the split clarifies how to evaluate each performance. For audiences and media, the campaign provides two distinct stories to follow: a serious acting campaign for Erivo and a high-profile, culturally resonant campaign for Grande. For the studio, the strategy aims to maximize nominations and, ideally, wins across multiple categories.

Sources & Further Reading

Coverage of the campaign placement was reported across major entertainment outlets. Read more at: Variety and The Hollywood Reporter.