By Jake Coyle | Associated Press
NEW YORK — This past weekend, the cinematic landscape saw a remarkable revival, fueled by the overwhelming success of “Wicked” and “Gladiator II”, which collectively amassed an impressive $270 million in global ticket sales. This surge significantly reinvigorated a box office grappling with recent struggles, leading to what became one of the most frenetic moviegoing weekends of the year.
The highly anticipated film “Wicked,” helmed by director Jon M. Chu, dazzled audiences upon its release. Starring the powerhouse duo of Ariana Grande and Cynthia Erivo, the film debuted with a spectacular $114 million in domestic ticket sales and an astounding $164.2 million globally, as reported by Universal Pictures on Sunday. Notably, this monumental opening ranks as the third-highest of the year, placing it behind only “Deadpool & Wolverine” and “Inside Out 2.” It also sets a benchmark as the most successful opening for a Broadway musical adaptation.
On the other hand, Ridley Scott’s “Gladiator II,” a sequel to the critically acclaimed original that won the Best Picture Oscar in 2000, kicked off its run with $55.5 million in ticket sales. This high-stakes project, with a colossal production budget of approximately $250 million, represents a significant investment for Paramount Pictures in reviving the iconic film. Featuring a largely new cast led by Denzel Washington and Paul Mescal, the film’s domestic debut fell slightly short of the anticipated $60 million. However, it performed robustly in international markets, adding $50.5 million to its tally.
The simultaneous release of these two blockbusters drew comparisons to the viral phenomenon of “Barbenheimer” from last year, when both “Barbie” and “Oppenheimer” premiered concurrently. This time around, the event was dubbed “Glicked,” though the catchy allure of the previous nickname didn’t quite resonate, and the cultural impact was markedly less pronounced. Unlike the previous sensation, few moviegoers sought out a double feature this time. The domestic grosses in 2023 far exceeded those from last year, reaching $162 million for “Barbie” and $82 million for “Oppenheimer.”
“Glicked” falls short of “Barbenheimer”
For Universal Pictures, the weekend proved to be a resounding success primarily for “Wicked,” as opposed to the anticipated synergy of “Glicked.”
Jim Orr, Universal’s distribution chief, expressed confidence in the weekend’s outcome, stating, “We saw an opportunity to dominate a weekend and get a very large running start into the Thanksgiving holiday. We’re very confident that it will play ridiculously well through the Christmas corridor and into the new year.”
The counter-programming effect of both films was significant, with “Wicked” appealing largely to female audiences, mirroring the trends observed with last year’s “Barbie.” Remarkably, approximately 72% of ticket purchasers for “Wicked” identified as female, while 61% of ticket buyers for “Gladiator II” were male.
According to Paul Dergarabedian, senior media analyst for Comscore, “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 indeed lead to an increase in box office. Let’s put it this way: They didn’t hurt each other at all.”
Massive marketing campaigns paved the way for opening weekend
While the phenomenon of “Barbenheimer” thrived largely on a wave of organic meme-driven promotion, both “Wicked” and “Gladiator II” leveraged extensive marketing blitzes to capture audience attention.
The promotional push for “Gladiator II” introduced a number of eye-catching strategies, including an ambitious Airbnb campaign featuring the actual Colosseum in Rome, in addition to a simultaneous one-minute trailer broadcast across over 4,000 television networks, radio stations, and digital platforms.
The marketing strategy for “Wicked” was even more elaborate, incorporating themed promotional products such as “Wickedly Delicious” Starbucks beverages, Stanley mugs, and Mattel dolls, which led to one awkward recall incident. The film’s stars made high-profile appearances at significant events like the Met Gala and the Olympics to further boost visibility.
Orr added, “We had roughly 400 global brand partners on ‘Wicked,’ so the campaign was inescapable. Our cast, led by Cynthia Erivo and Ariana Grande, worked tirelessly on this. They were everywhere. They did everything we asked them to do.”
Heading into the release weekend, the overall box office had experienced a downturn of approximately 11% compared to the previous year and about 25% compared to pre-pandemic levels. The debut of these two headline films is pivotal in ushering in a much-needed resurgence for theaters. With “Moana 2” set to hit screens on Wednesday, Hollywood anticipates a potentially historic sales wave during the Thanksgiving holiday.
The two films boosted sluggish box office performance
Industry experts are optimistic, noting that the successful launches of both films are revitalizing a box office that had waned following a robust summer season. David A. Gross, a film consultant who produces a newsletter for Franchise Entertainment, remarked, “This weekend’s two strong openers are invigorating a box office that fell apart after a good summer.”
While “Wicked” is expected to contend with direct competition from “Moana 2,” it appears well positioned for a prolonged and profitable run in theaters compared to “Gladiator II.” Despite criticism regarding its runtime of 2 hours and 40 minutes, “Wicked” has received overwhelmingly positive reviews. Audience feedback has been commendable, awarding the film an “A” on CinemaScore. Its strong reception has led Oscar prognosticators to identify it as a likely contender for best picture at the Academy Awards, along with several other nominations.
Producers, sensing the potential for success, have already taken the strategic step of filming “Wicked” in two parts. The highly anticipated second part, which is already completed, is slated for release next November, with each installment reportedly costing around $150 million to produce.
“Gladiator II” has similarly garnered positive reviews, particularly praising Washington’s compelling performance. However, audience scores fell short, with viewers assigning a “B” on CinemaScore. Nevertheless, the film is expected to compensate for this with substantial international sales, having launched in multiple overseas markets a week prior and already accumulating $165.5 million internationally.
In the race for box office dominance this weekend, trailing far behind in third place was “Red One,” a holiday-themed action film featuring stars Dwayne Johnson and Chris Evans. In its second week of release, the Amazon MGM Studios project grossed $13.3 million, bringing its two-week global total to $117 million. Despite a production budget of $250 million, “Red One” is currently labeled as the season’s most significant flop, although its fortunes may improve once it becomes available for streaming.
Final domestic figures will be released Monday. Estimated ticket sales for Friday through Sunday at U.S. and Canadian theaters, according to Comscore:
1. “Wicked,” $114 million.
2. “Gladiator II,” $55.5 million.
3. “Red One,” $13.3 million.
4. “Bonhoeffer: Pastor Spy Assassin,” $5.1 million.
5. “Venom: The Last Dance,” $4 million.
6. “The Best Christmas Pageant Ever,” $3.5 million.
7. “Heretic,” $2.2 million.
8. “The Wild Robot,” $2 million.
9. “Smile 2,” $1.1 million.
10. “A Real Pain,” $1.1 million.
What strategies did Universal implement for the successful marketing of “Wicked”?
Cess, have expressed great confidence in the extended market life of both films. The successful opening weekend of **”Wicked,”** with its emphasis on female audiences, positions it well against upcoming competition, while **”Gladiator II,”** although facing a slightly softer domestic debut, showcases strong international appeal. Analysts anticipate that both films may breathe new life into theaters, encouraging moviegoers to return in the coming weeks.
In the wake of releases like **”Moana 2,”** set to premiere shortly, there is a growing sense of positive momentum within the industry. Some experts point to the varying audience demographics as a strategic advantage; with **”Wicked”** targeting a broader female viewer base and **”Gladiator II”** resonating more with male audiences, studios might find themselves benefiting from a diversified selection in theaters.
**Universal’s** aggressive marketing campaign for **”Wicked,”** including extensive merchandising partnerships and celebrity promotional events, has positioned the movie for sustained interest. Meanwhile, **”Gladiator II”** captured attention through high-profile trailers and unique marketing tactics like the Airbnb campaign, ensuring it reached potential viewers in innovative ways.
As the box office continues to recover from periods of decline, analysts remain hopeful that the successful launches of these films mark the beginning of a more stable and vibrant cinema season. With an array of additional releases lined up for the holidays, the industry looks ahead to potential blockbuster crowds as families and audiences return to theaters for year-end entertainment.
