Two films, Wicked and Gladiator II, made quite the splash at the box office over the recent weekend, breathing new life and excitement back to cinemas around the globe. Together, these movies raked in around $270.2 million worldwide, signaling potential for recovery within the film industry, which has been grappling with declining audiences due to the growing popularity of streaming services.
Wicked, Universal Pictures' ambitious adaptation of the acclaimed Broadway musical, led the weekend with remarkable earnings. It soared to $114 million at theaters across the US and Canada and added $50.2 million from global markets, culminating in a staggering total of $164.2 million. This set the record for the largest opening weekend for any film derived from a Broadway musical, eclipsing even the $140 million earned by Les Miserables back in 2012.
On the other hand, Gladiator II, directed by Ridley Scott, also showcased impressive numbers, garnering $106 million globally, with $55.5 million coming from domestic sales within the US. This sequel, which brings back the grand spectacle of ancient Rome nearly two decades after the original won the Academy Award for Best Picture, has also shown resilience, collecting over $221 million since its initial release overseas.
Together, the two films - now humorously dubbed the "Glicked" phenomenon by fans - drew $169.5 million from US theaters alone. This surge of ticket sales propelled the overall weekend box office to approximately $201.9 million across North America, marking the most lucrative weekend since July's mega-launch of Deadpool & Wolverine. Although it fell short of the jaw-dropping $245 million earned during the Barbenheimer phenomenon of July 2023, the recent surge demonstrates Hollywood's gradual rebound post-pandemic.
District box office analysts, shocked by the unprecedented amounts coming through the gates, expressed their exuberance. Chris Aronson, President of Distribution for Paramount Pictures, stated, "Moviegoers and box office pundits have been waiting for this weekend, and no one is disappointed." The success of these films indicates studio confidence as they project promising prospects heading toward the typically busy holiday season.
Part of the appeal of Wicked stems from its star-studded cast, featuring voices of modern music icons like Ariana Grande and Cynthia Erivo. The film's magnificent visuals and stirring musical numbers captured the audience's hearts, winning over not just the musical theater crowd but also general filmgoers. This film stands poised for award contention with talks hinting at Best Picture nods at the forthcoming Academy Awards.
Meanwhile, Gladiator II benefits aesthetically from strong performances, particularly by Denzel Washington, who has received positive reviews for his portrayal. It's evident critics are enjoying the return to the Coliseum, but audience feedback seems mixed, with the film earning only a B on CinemaScore compared to the stronger reviews garnered by Wicked.
The dual launches also aligned along rather gender-defined viewing patterns. Approximately 72% of ticket buyers for Wicked were female, which is notable; meanwhile, Gladiator II appealed more to male audiences, who made up around 61% of the tickets sold. This kind of gender dynamic isn't new for Hollywood, where films often rely on certain themes and stories to attract specific demographics.
While simultaneously competing against one another may have posed challenges, industry experts believe the buzz and simultaneous marketing campaigns might have worked to bolster both films. Paul Dergarabedian, senior media analyst for Comscore noted, “Standing on their own, each of these movies may have done pretty much what they did, but it’s hard to know. Raising awareness can lead to increased box office. Let’s put it this way: They didn’t hurt each other at all.”
Marketing played no small role, with both films pushing hard on promotional fronts. Gladiator II featured innovative campaigns, including using the actual Coliseum for Airbnb promotions and launching simultaneous trailers across more than 4000 networks. The Wicked campaign, on the other hand, went even broader, collaborating with Starbucks to launch themed drinks and merchandise, plus appearances at high-profile events such as the Met Gala and the Olympics.
There’s no denying the strong entertainment demand as the holiday season approaches, with upcoming releases like Disney's Moana 2 premiering soon, potentially leading to record highs for box office sales. The hope is movies like Wicked and Gladiator II can inspire audiences to return to theaters after the uncertain times the industry underwent during the pandemic.
Coming back to the box office performance, it is undeniably impressive. Wicked and Gladiator II stand as titans of the box office, not just for the weekend but as representatives of what many believe can revitalize theater attendance. Gone are the worries of bleeding ticket sales as Hollywood looks confidently forward, especially with the upcoming holiday releases set to draw viewers back to the cinema.
With their combined financial success, it's clear both Wicked and Gladiator II portrayed the strength and variety of stories Hollywood is willing to bring to audiences, riding the highs of theatrical experience audiences have craved once again. Industry insiders remain optimistic, speculating on how both films will perform over subsequent weeks, as they face direct competition and the growing shadows of streaming services looming larger than ever.
