In a remarkable turn of events, the lavish musical adaptation Wicked has emerged victorious over the highly anticipated Gladiator II in a heated box office battle. The two films collectively amassed an astounding $270 million in worldwide ticket sales, breathing new life into a struggling box office and resulting in one of the busiest movie weekends of 2024.
Wicked Enchants Audiences Worldwide
Director Jon M. Chu’s extravagant big-budget musical Wicked, starring pop sensation Ariana Grande and acclaimed actress Cynthia Erivo, debuted with a spellbinding $114 million domestically and $164.2 million globally for Universal Pictures. This impressive opening marks the third-biggest weekend of the year, behind only Deadpool & Wolverine and Inside Out 2. Wicked has also set a new record for a Broadway musical adaptation.
Gladiator II Still a Formidable Contender
While Wicked claimed the box office crown, Ridley Scott’s epic sequel Gladiator II put up an admirable fight. The $250 million production, featuring a fresh cast led by Denzel Washington and Paul Mescal, launched with $55.5 million in domestic ticket sales. Although slightly below the predicted $60 million, Gladiator II has performed exceptionally well overseas, adding $50.5 million internationally for a total of $106 million.
Glicked: Echoes of Barbenheimer
The simultaneous release of Wicked and Gladiator II drew comparisons to last year’s Barbenheimer phenomenon, when Barbie and Oppenheimer launched concurrently. While the Glicked moniker may not have caught on quite as strongly, the counter-programming effect was still potent. The two films appealed to different demographics, with Wicked attracting a primarily female audience (72%) and Gladiator II drawing a majority male viewership (61%).
“Standing on their own, each of these movies may have done pretty much what they did, but it’s hard to know,” noted 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.”
Marketing Magic
Both Wicked and Gladiator II benefited from extensive marketing campaigns. The Gladiator II promotion included a controversial Airbnb partnership with the actual Colosseum in Rome and a one-minute trailer that aired simultaneously on over 4,000 TV networks, radio stations, and digital platforms.
Wicked’s marketing blitz was even more pervasive, with tie-ins ranging from “Wickedly Delicious” Starbucks beverages to Mattel dolls (some of which were awkwardly recalled). The film’s stars, Ariana Grande and Cynthia Erivo, made high-profile appearances at the Met Gala and the Olympics. According to Jim Orr, Universal’s distribution chief, Wicked partnered with roughly 400 global brands, making the campaign “inescapable.”
Box Office Resurgence
Prior to this successful weekend, the box office had been struggling, down about 11% from last year and 25% from pre-pandemic levels. The impressive performances of Wicked and Gladiator II, along with the upcoming release of Moana 2, signal a much-needed resurgence for theaters.
“This weekend’s two strong openers are invigorating a box office that fell apart after a good summer,” observed David A. Gross, a film consultant who publishes a newsletter for Franchise Entertainment.
A Bright Future for Wicked
Despite its lengthy 2 hour and 40 minute runtime, Wicked has received stellar reviews and an “A” CinemaScore from audiences. The film’s success has been so promising that producers have already split the story into two parts, with the second installment set to release next November. Each Wicked movie cost approximately $150 million to produce.
The overwhelmingly positive reception has also sparked Oscar buzz, with many prognosticators expecting Wicked to contend for Best Picture and other categories at the Academy Awards.
Gladiator II’s Global Appeal
Although Gladiator II received a slightly lower “B” CinemaScore from domestic audiences, the film has garnered generally favorable reviews, particularly for Denzel Washington’s charismatic performance. The sequel’s robust international sales are expected to compensate for any shortcomings in the North American market. Launching in many overseas territories a week prior, Gladiator II has already accumulated an impressive $165.5 million internationally.
Red One Struggles Despite Star Power
In a distant third place, the Dwayne Johnson and Chris Evans holiday action film Red One grossed $13.3 million in its second weekend, bringing its two-week global total to $117 million. With a hefty $250 million price tag, Red One is shaping up to be the season’s biggest flop, though it may recoup some value for Amazon once it begins streaming.
As the dust settles on this monumental movie weekend, it’s clear that Wicked and Gladiator II have not only entertained audiences but also revitalized the box office. With both films poised for continued success and the promise of more blockbusters on the horizon, the future looks bright for the film industry.
