Wicked, the highest-grossing Broadway musical film ever, made $70 million in its first seven days on Premium VOD, Universal announced Thursday. This comes after the Jon M. Chu-directed film, which starred Cynthia Erivo and Ariana Grande, was released on December 31.

Wicked generated $26 million in sales of Premium EST and Premium VOD in just the first day.

Wicked still has two and a half months left in its exclusive premium home entertainment window before it launches on NBCUniversal’s Peacock streaming service, and Universal had the biggest debut week on PVOD for a theatrical film before Wicked, earning $44 million. From this point on, the studio anticipates a significant increase in sales.

Prior to its PVOD release, Wicked had a 40-day theatrical run.

After their fifth theatrical weekend, which in Wicked’s case would have been Tuesday, December 24, Universal distributes its bigger tentpole films domestically. The studio chose to postpone it for a further week and make Wicked a family-friendly New Year’s Eve event. Following its announcement on December 26, the PVOD release had strong word-of-mouth thanks to TV, web, and social media promotion, which included a Rose Parade float.

Wicked dropped 50% at the domestic weekend box office with a $9.98M haul the weekend after its PVOD release. As of right now, the Golden Globe-winning film has made $453 million domestically and $686 million internationally.

In 2020, Universal Filmed Entertainment Group established a PVOD window for first-run film viewing in homes, setting a precedent for the industry. Since that time, PVOD has grown to be a crucial part of UFEG releases, which now include films from Universal Pictures, Focus Features, and DreamWorks Animation. To date, it has generated over $1.5 billion in consumer spending.

For $30 for Premium EST (digital ownership) and $20 for PVOD (digital renting), Universal is making Wicked available to customers in their homes. This includes both the original movie and the sing-along versions.