Movie-goers follow the yellow brick road as two blockbusters combine for $270M weekend
With a combined $270 million in worldwide ticket sales, “Wicked” and “Gladiator II” breathed fresh life into a box office that has struggled lately, leading to one of the busiest moviegoing weekends of the year.
The collision of the two movies led to some echoes of the “Barbenheimer” effect of last year, when “Barbie” and “Oppenheimer” launched simultaneously. The nickname this time, “Glicked,” wasn’t quite as catchy and the cultural imprint also was notably less. Few people sought out a double feature this time. The domestic grosses in 2023 — $162 million for “Barbie” and $82 million for “Oppenheimer” — also were higher.
“Standing on their own, each of these movies may have done pretty much what they did, but it’s hard to know,” said Paul Dergarabedian, senior media analyst for Comscore. “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.”While “Barbenheimer” benefitted enormously from meme-spread word-of-mouth, both “Wicked” and “Gladiator II” leaned on all-out marketing blitzes.
“We had roughly 400 global brand partners on ‘Wicked,’ so the campaign was inescapable, said Orr. “And our cast, led by Cynthia Erivo and Ariana Grande, worked so hard on this. They were everywhere. They did everything we asked them to do.” Producers, perhaps sensing a hit, also took the step of splitting “Wicked” in two. Part two, already filmed, is due out next November. Each “Wicked” installation cost around $150 million to make.
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