The entertainment industry is buzzing with excitement over the upcoming release of ‘Gladiator II’ and ‘Wicked’, hoping to replicate the box office success of ‘Barbie’ and ‘Oppenheimer’. With extensive marketing and early ticket sales exceeding last year’s hits, theater operators are optimistic for a significant Thanksgiving weekend. Despite a recent revival, theaters still aim to regain pre-pandemic attendance levels. Experts believe the two films will appeal to different audiences, paving the way for a successful holiday season.
Following the viral success of the ‘Barbenheimer’ trend, the entertainment world is buzzing about the potential rise of the ‘Glicked’ wave. This weekend, U.S. cinema operators are eagerly anticipating the release of two highly awaited films, ‘Gladiator II’ and ‘Wicked’, hoping they will replicate the box office magic of ‘Barbie’ and ‘Oppenheimer’ from 2023.
‘Gladiator II’ brings Ridley Scott back to the Roman Empire, 24 years after his acclaimed original film that won multiple Oscars. Meanwhile, ‘Wicked’ transforms a beloved Broadway musical into a cinematic experience, telling the tale of the witch from ‘The Wizard of Oz’.
Produced by industry titans Paramount and Universal, both films are backed by extensive marketing efforts to maximize their reach.
The internet is buzzing with creative ‘Glicked’ and ‘Wickiator’ memes, while theaters and shopping centers nationwide have embraced the vibrant green and pink colors associated with ‘Wicked’, along with miniature cardboard Colosseums.
It remains to be seen if audiences will don togas or witch hats as encouraged, but theater operators are certainly optimistic.
“I truly believe this Thanksgiving will be the biggest the industry has ever witnessed,” states Jordan Hohman, an executive at Phoenix Theaters, in a conversation with AFP.
At this theater chain, early ticket sales for ‘Wicked’, starring pop sensation Ariana Grande, are reported to be 63% higher than those for last year’s blockbuster ‘Barbie’.
– An Industry Revival –
While American theaters have seen a resurgence, they have yet to return to pre-pandemic attendance levels.
With 2024 on the horizon, the industry is in desperate need of a boost, especially since many productions faced delays due to the six-month Hollywood strike in 2023.
Only a handful of films have truly captured attention, including Pixar’s ‘Inside Out 2’ and the summer hit ‘Deadpool & Wolverine’. In contrast, ‘Joker: Folie à Deux’, which was anticipated to be a success, ended up disappointing at the box office.
Given this backdrop, the record-breaking summer of 2023, driven by ‘Barbie’ and ‘Oppenheimer’, sets a benchmark to strive for. These two films collectively earned $245 million in their opening weekend in North America.
Historically, studios have been cautious about releasing two major films simultaneously.
However, industry expert David A. Gross from Franchise Entertainment Research notes that, similar to ‘Barbenheimer’, ‘Wicked’ and ‘Gladiator II’ are unlikely to clash, as they target different demographics.
Marketing for ‘Gladiator II’ is prominently featured during American football broadcasts, while a makeup line inspired by ‘Wicked’ is already available for fans.
– An Exciting Outlook –
At Cinema Con, a key annual event in Las Vegas, Paramount made a splash with an extravagant presentation at Caesar’s Palace, even featuring one of its executives arriving in a chariot surrounded by Roman soldiers.
Universal joined in the fun by handing out thousands of green and pink plastic flowers to enhance its ‘Wicked’ themed showcase.
Despite these grand displays, matching the unprecedented success of ‘Barbie’ and ‘Oppenheimer’ will be a tall order.
“Barbenheimer was an example of two films significantly outpacing expectations, creating an unforeseen ideal scenario,” cautions Daniel Lora, a Boxoffice Media analyst.
Nevertheless, the early signs are promising.
‘Gladiator II’ launched in several international markets last week and has already amassed $87 million. Paramount is hopeful for comparable success in the U.S. this weekend.
For ‘Wicked’, Universal, which also produced ‘Oppenheimer’, aims to surpass $100 million at the North American box office during its opening weekend.
These positive projections are encouraging for theater operators, who are also looking forward to Disney’s animated feature ‘Moana 2’ later this year.
Looking ahead to 2024, Cory Jacobson, head of Phoenix Theaters, believes, “This won’t just be a two-film event; I anticipate a three-film phenomenon.”