Hollywood is buzzing with anticipation as the opening weekend of both Wicked and Gladiator II hit theaters, aiming to duplicate the success of last summer's cinematic phenomenon known as "Barbenheimer." The amalgamation of these two highly touted films dubbed "Glicked" is drawing audiences and box offices alike, with estimates already running high for both productions.
At the heartbeat of this cinematic clash is Wicked, which has roared to life with impressive box office figures. Following its release, the film adaptation of the beloved Broadway musical has already made $19.2 million during its previews alone. This impressive figure includes $2.5 million from Monday’s fan screenings, $5.7 million from advance ticket sales on Wednesday, and $11 million tallied on Thursday. Comparatively, Gladiator II has brought in $6.5 million during its Thursday previews, signaling strong audience interest as moviegoers line up for both films.
Directed by Jon M. Chu, Wicked stars powerhouse performers Cynthia Erivo and Ariana Grande, bringing the enchanting tale of the witches of Oz to life. Anticipation for this musical has seen projections climb significantly, as initial estimates have evolved from about $80 million to as high as $130 million for its opening weekend, potentially establishing it as the biggest debut for a Broadway adaptation—surpassing the previous record held by Into the Woods.
On the other side of the cinematic ring, Ridley Scott’s highly awaited sequel, Gladiator II, promises to be another massive contender at the box office. Following the legendary 2000 original, this ancient Roman epic features stars Paul Mescal, Pedro Pascal, and Denzel Washington. Studio projections forecast the film earning around $65 million, but with over $250 million invested between production and marketing, it needs to make significant waves at the global box office to be considered successful.
The spirit of collaboration is alive and well with this weekend’s releases, as studios aim to replicate the grassroots viral sensation experienced with Barbenheimer. “Both Wicked and Gladiator II tapped deep-rooted fan cultures, fostering their unique identities,” said Daniel Loria, editorial director at Boxoffice Pro. This weekend's dual release demonstrates how major studios are leveraging unique concepts and identifying trends to encourage cinema attendance.
General theater attendance has yet to return to pre-pandemic levels, with the domestic box office down approximately 11% this year compared to last. Wicked and Gladiator II are seen as industry necessities and cinema revitalizers. “Having two great movies coming out at the same time is simply a multiplier effect,” Michael O'Leary, president of the National Association of Theatre Owners, commented on the cooperative atmosphere projected by these competitive releases.
While the projections are high, there's still trepidation about whether Wicked and Gladiator II can fully replicate the success seen with Barbenheimer. That July weekend saw the two films collectively earn $244 million, with both films entering the weekend with lower estimates than their eventual grosses. Many industry insiders are hopeful, but it remains to be seen if these latest offerings can outperform their projections.
The marketing machine behind Wicked has pulled out all the stops, with Universal collaborating with over 400 brands to promote the film. The signature pink and green colors of the franchise are seen throughout retail locations, pushing merchandise like themed shoes, clothes, and even cosmetics. Meanwhile, the creators of Gladiator II have also engaged audiences creatively, such as introducing themed popcorn containers, and utilizing platforms like Airbnb to lure guests with unique events.
Both films will be running simultaneously at theaters nationwide, contributing to the buzz and excitement as fans prepare for their holiday viewing experiences. The cinema industry is cautiously optimistic, hoping this weekend marks the beginning of recovery following the pandemic slump.
Meanwhile, the early reports and reviews hint at positive receptions for both films, which could hint at solid staying power throughout their theatrical runs. Each film plays to distinct market segments, with Wicked being expected to woo musical fans and family audiences, and Gladiator II catering to action-genre enthusiasts. With the holidays approaching fast, cinemas hope to leverage this dynamic pairing, giving people more than one reason to visit their local theaters.
It’s worth noting, though, the challenges each film faces. Wicked only covers the first act of the story, with its follow-up film slated to arrive next year. Musicals have had varying box office success over the years, even those with proved popularity like Cats. Likewise, Gladiator II has seen some mixed reviews, raising concerns about whether it can carry the audience’s expectations from the original.
Regardless of the challenges, the defining message this weekend sends is clear: the industry is united and focuses on bringing audiences back to theaters, igniting discussion and engagement around major releases. “Rather than being fierce competitors, I think they serve to converse together,” Mescal shared, emphasizing the collaborative spirit of this weekend’s films.
Through marketing ingenuity, strong fan bases, and unique storytelling, both Wicked and Gladiator II capture not just the big screen but the hearts of moviegoers. The success of this weekend may redefine industry expectations moving forward, paving the way for more collaborative efforts among studios as they strive to create cultural touchstones for audiences across various demographics.
Now, with all eyes glued to the box office numbers, the industry is holding its breath, eager to see if "Glicked" has what it takes to become not just a clever play on words, but the next monumental moment for Hollywood.
