NEW YORK (AP) — This past weekend saw a much-needed boost for the box office, as the combined ticket sales for “Wicked” and “Gladiator II” reached an impressive $270 million. This surge came after a period of struggles for film theaters, marking one of the busiest weekends for moviegoing in 2023.
“Wicked,” the grand musical adaptation directed by Jon M. Chu and featuring stars Ariana Grande and Cynthia Erivo, opened with a remarkable $114 million domestically and $164.2 million globally, according to early estimates from Universal Pictures. This outstanding performance ranks as the third-largest opening weekend of the year, trailing only behind “Deadpool & Wolverine” and “Inside Out 2.” Significantly, it also set a record for Broadway musical adaptations.
In a strong showing, “Gladiator II,” directed by Ridley Scott and serving as a sequel to his acclaimed 2000 film, earned $55.5 million in its opening weekend. Despite a hefty production budget of approximately $250 million and a less-than-expected debut compared to pre-release predictions, it managed to generate an additional $50.5 million from international markets, showcasing its global appeal, led by stars Denzel Washington and Paul Mescal.
Before this weekend, box office sales were down by about 11% compared to last year and nearly 25% from pre-pandemic levels. However, the success of these two major films offered a new lease of life to theaters, coinciding with the release of “Moana 2” on Wednesday, signaling potentially historic sales for the upcoming Thanksgiving holiday.
Film consultant David A. Gross remarked, “This weekend’s two strong openers are invigorating a box office that fell apart after a good summer.”
The simultaneous release of these two films sparked comparisons to last year’s phenomenon dubbed “Barbenheimer,” when both “Barbie” and “Oppenheimer” premiered together. The latest combination has humorously been nicknamed “Glicked,” though it hasn’t captured the cultural moment in quite the same way. Unlike last year, few audiences opted for a double-feature experience. For context, “Barbie” made $162 million and “Oppenheimer” garnered $82 million in their respective opening weekends.
Despite differences in cultural impact, the counter-programming effect remained strong. Like “Barbie,” the female-centric “Wicked” dominated ticket sales, attracting 72% female audiences compared to 61% male for “Gladiator II.” Unlike “Barbenheimer,” which thrived on viral marketing and memes, both films relied on extensive advertising campaigns.
Both movies executed ambitious global marketing strategies, ranging from “Wicked” Mattel dolls (some of which faced an awkward recall) to an innovative cross-promotion with an Airbnb stay at the actual Colosseum in Rome. In a unique approach, Paramount even broadcast a one-minute trailer for “Gladiator II” across over 4,000 TV networks, radio stations, and digital platforms simultaneously.
While “Wicked” will encounter competition from “Moana 2,” it appears well-positioned for a successful run in cinemas. Running a length of 2 hours and 40 minutes, the film has garnered mostly positive reviews and achieved an “A” rating on CinemaScore from audiences. Its favorable reception has led Oscar prognosticators to suggest it could be a contender for best picture and other significant awards at the Academy Awards.
In anticipation of its success, producers have opted to split “Wicked” into two parts, with the second installment already filmed and scheduled for release next November. Each film has approximately cost around $150 million to produce.
“Gladiator II” has also received praise for Washington’s engaging performance, although audience scores were lower, earning a “B” on CinemaScore. Nevertheless, it is expected to benefit from its strong international sales, having previously launched in various overseas markets a week before its North American debut, where it earned an additional $87 million.
