The cultural phenomenon dubbed “Barbenheimer” following the simultaneous release of “Barbie” and “Oppenheimer” in July 2023 was a unique event that could not have been artificially created. However, over a year later, there has been an effort to recreate this kind of excitement with new contenders like “Glicked” and “Babyratu.”
The dual release of “Barbie” and “Oppenheimer” struck a significant chord with audiences, showcasing how two seemingly opposing films can elevate each other’s presence rather than compete. Inspired by this success, marketers, film enthusiasts, and meme creators have been in a frenzy, attempting to find the next cinematic pairing that might replicate the magic of “Barbenheimer.” While many of these attempts have fallen flat—”Saw Patrol,” for example—there’s a sense of anticipation for the upcoming match-up this weekend.
Opening on the same day are the Broadway musical adaptation “Wicked” and the epic “Gladiator II.” Both films represent major studio projects from Universal and Paramount, presenting contrasting themes and visual styles, which makes them a fascinating pairing. The idea of blending the two has sparked numerous playful names, such as “Wickiator,” “Wadiator,” “Gladwick,” and the increasingly popular “Gladicked.” Actor Fred Hechinger even chimed in, advocating for “Glicked” as the more fitting moniker at a recent screening for “Gladiator II.”
Similar to “Barbenheimer,” “Glicked” embodies a whimsical approach to the contrasting female and male narratives, with one film bursting with vibrant colors, Broadway musical numbers, and brand collaborations, while the other is an intense saga steeped in grit, warriors, and brutality. The excitement for both films is palpable, as they both topped Fandango’s survey on anticipated holiday films, with 65% of participants expressing interest in enjoying them as a double feature.
Various theaters are enhancing the experience with themed events and promotions. B&B Theaters plan to have Roman guards at select locations while Marcus Theaters is creating photo opportunities inspired by “Oz” and facilitating friendship bracelet-making. Meanwhile, Alamo Drafthouse emphasizes the sing-along aspect and whimsical drinks like “Defying Gravi-Tea” to attract audiences.
Paul Mescal, one of the stars of “Gladiator II,” believes that rather than competing, both films can provide a boost to the industry. “This industry needs a shot in the arm. Those films gave it last year. We hope to do the same this year,” he stated, emphasizing the hope that audiences will embrace this cinematic moment. The box office, which is still recovering from a downturn compared to previous years—with an 11% drop since last and a 27.2% plunge since 2019—could greatly benefit from this new influx of anticipated films.
Early projections indicate that “Glicked” could accumulate around $165 million in its North American debut, with “Wicked” expected to generate about $100 million and “Gladiator II” around $65 million. This stands in contrast to the immense success of “Barbenheimer,” which achieved a staggering $244 million during its opening weekend after initial estimates of $90 million for “Barbie” and $40 million for “Oppenheimer.” Ultimately, they racked up almost $2.4 billion throughout their theatrical runs.
Just like “Barbenheimer,” it’s entirely possible for “Glicked” to surpass expectations as well, especially given that another major release, “Moana 2,” is set to open just days later. The prospect of a “Glickedana” triple feature is something fans are eagerly discussing.
According to Michael O’Leary, president and CEO of the National Association of Theater Owners, “Competition is good for the marketplace. It’s good for consumers,” highlighting that the simultaneous release of two strong films could lead to heightened interest and increased audience attendance.
While the comparison to “Barbenheimer” is intriguing, there are still factors to consider. “Wicked” is just the first part of a two-part story, and musicals have historically had their unique challenges at the box office. Additionally, “Gladiator II” launched internationally a week prior, and the reviews, while generally positive, have been mixed compared to the reception of the previous dual release. Moreover, the production costs for these films are significantly higher, with “Gladiator II” reportedly costing $250 million and “Wicked” at $150 million, not including its sequel set to release next year.
As the industry pivots away from the competition narrative, director Jon M. Chu previously mentioned the refreshing notion of “rooting for all movies all the time.” Following this, a new wave of holiday-themed films may follow, although they appear to cater to more niche audiences. Films such as the remake of “Nosferatu,” Nicole Kidman’s “Babygirl,” and the Bob Dylan biopic “A Complete Unknown” have been floated, though none have gained the same traction as the behemoths at play.
In the current landscape of cinematic offerings, it seems that whether a clever mashup name emerges or not, the focus remains on creating a memorable viewing experience, with many visitors continuing to attribute their excitement to the newly coined phrase, “This is my Barbenheimer.”