NEW YORK – The box office experienced a significant boost thanks to “Wicked” and “Gladiator II,” which collectively amassed $270 million in global ticket sales. This influx of revenue marked one of the most active weekends for moviegoers this year.
The highly anticipated musical “Wicked,” directed by Jon M. Chu and featuring stars Ariana Grande and Cynthia Erivo, opened to impressive numbers, raking in $114 million domestically and $164.2 million worldwide, as reported by estimates from Universal Pictures. This remarkable debut secures “Wicked” the title of the third-highest opening weekend of the year, following closely behind “Deadpool & Wolverine” and “Inside Out 2.” Furthermore, it set a new record for a film adaptation of a Broadway musical.
On the other hand, Ridley Scott’s “Gladiator II,” which follows up on his acclaimed 2000 film, debuted with $55.5 million at the domestic box office. Despite its substantial production budget of approximately $250 million, Paramount Pictures gambled on revisiting the revered Coliseum with a new ensemble cast featuring Denzel Washington and Paul Mescal. Although its opening numbers fell short of the anticipated $60 million mark domestically, “Gladiator II” found more success overseas, pulling in an additional $50.5 million internationally.
Before this weekend, box office numbers had seen a decline of about 11% compared to the previous year, and around 25% from pre-pandemic levels. Thus, the successful launches of these two films provided a much-needed lift for theaters. Looking ahead, the impending release of “Moana 2” on Wednesday raises hopes for extraordinary box office sales during the Thanksgiving holiday.
David A. Gross, a film consultant who shares insights through a newsletter, highlighted that the strong performances of these films have revitalized a box office that had struggled after a promising summer.
The release of both movies somewhat mirrored the “Barbenheimer” phenomenon of last year, when “Barbie” and “Oppenheimer” were released concurrently. However, this weekend’s duo sparked a less catchy nickname, “Glicked,” and their cultural resonance did not quite match the previous year’s releases. There was minimal interest in viewing both films as a double feature this time around, and the domestic totals for 2023 — $162 million for “Barbie” and $82 million for “Oppenheimer” — still surpassed those of “Wicked” and “Gladiator II.”
Despite this, both films benefited from effective counter-programming strategies, attracting audiences largely divided along gender lines. “Wicked,” much like “Barbie,” emerged as the dominant title for the weekend, with approximately 72% of its audience identifying as female, compared to 61% male viewers for “Gladiator II.”
Although the “Barbenheimer” phenomenon gained traction through viral marketing and memes, both “Wicked” and “Gladiator II” relied heavily on well-executed advertising campaigns to reach viewers. The marketing for “Wicked” included a variety of promotional items such as Mattel dolls — some of which had to be recalled due to issues — while “Gladiator II” took the unconventional route of airing a one-minute trailer simultaneously across more than 4,000 platforms, including TV, radio, and digital media channels.
Looking forward, “Wicked” is anticipated to face stiff competition with the upcoming “Moana 2.” Nevertheless, its positive critical reception and an “A” rating from CinemaScore suggest that it is well-positioned for sustained success in theaters. Speculation among Oscar enthusiasts indicates that it could emerge as a contender for best picture and additional Academy Awards.
Recognizing its potential as a blockbuster, producers of “Wicked” have already completed filming for a sequel, set to release next November, with each installment costing around $150 million.
Meanwhile, “Gladiator II” has also garnered favorable reviews, particularly praising Washington’s engaging performance. Although audience feedback was not as stellar, with a “B” rating from CinemaScore, international box office performance could offset this, especially since it had already earned $87 million in numerous overseas markets prior to its North American premiere.