Wicked, the highly anticipated adaptation of the Tony-winning Broadway musical, cast a spell on moviegoers, raking in $114 million in its opening weekend. The film far outpaced Gladiator II, which brought in a solid $55.5 million domestically but couldn’t match Wicked’s magical pull.

Wicked’s Record-Breaking Performance:

  • Biggest-ever opening for a Broadway-based film both domestically and internationally.
  • Targeted female-skewing audiences (75% of its viewers), drawing parallels to Barbie’s dominance over Oppenheimer in 2023.
  • Universal’s unprecedented $500 million investment for the two-part project is paying off, fueled by massive promotional tie-ins like Paris’s Arc de Triomphe illuminated in pink and green and more than 400 corporate partnerships.

Gladiator II’s Resilient Opening:

  • Pulled in $55.5 million domestically and $220 million globally so far, solid for a sequel to a 23-year-old film.
  • Marketed as a “must-see Thanksgiving tentpole,” with thrilling elements like Colosseum battles, Denzel Washington’s performance, and inner-arena boat warfare.
  • Budgeted at $250 million, the film remains a strong contender for awards season.

Why Wicked Won:

  1. Strategic Release Date:
    • Moved up five days to avoid clashing with Disney’s Moana 2, allowing it to dominate the pre-Thanksgiving market.
  2. Effective Marketing Campaign:
    • Leveraged stars Ariana Grande and Cynthia Erivo in global promotions, from the Met Gala to premieres in London, Sydney, and Mexico City.
    • Tie-ins with brands like Build-a-Bear and Beis created buzz across demographics.
  3. Broad Appeal:
    • Wicked capitalized on its musical and fantasy roots, appealing to families and Broadway fans, while Gladiator II catered to more niche action audiences.
  4. Cultural Momentum:
    • Like Barbie and Oppenheimer, “Glicked” benefited from a dual-release synergy, with both films driving moviegoers to theaters.

Industry Impact:

  • A Boon for Theaters:
    • Both films reignited interest in cinemas after a slow October and early November, signaling a return to pre-COVID moviegoing patterns.
  • Positive Signs for Thanksgiving Box Office:
    • With Moana 2 set to debut next weekend, Thanksgiving could break box-office records, signaling a strong end to the year for Hollywood.

Wicked’s monumental success and Gladiator II’s strong showing demonstrate the enduring power of event films in reviving the box office. The competition has been good for business and rekindling audience enthusiasm for the shared cinematic experience.