Moviegoers had an action-packed weekend, hopping from the yellow brick road to the ancient Colosseum as two highly anticipated blockbusters—Wicked and Gladiator II—took theaters by storm. In North America alone, Wicked led the charge with an estimated $114 million in its opening weekend, dazzling fans at more than 3,800 locations. Meanwhile, Gladiator II secured a solid $55.5 million from over 3,500 theaters, proving that Roman gladiators are still a force to be reckoned with.
The launch of these two films sparked widespread chatter, with many drawing parallels to last year’s Barbenheimer phenomenon, when Barbie and Oppenheimer turned into the most unlikely cinematic duo. Wicked and Gladiator II stirred up similar excitement, with fans on social media coining the term “Glicked” (think of it as the spiritual successor to Barbenheimer)—a mashup of Broadway spectacle and brutal ancient warfare. Fandango’s 2024 holiday movie survey revealed that nearly 65% of respondents were eager to see both films in one sitting. That’s a double feature waiting to happen, if there ever was one!
While Wicked claimed the top spot at both the global and domestic box offices, it didn’t quite hit the cultural juggernaut level of Barbie, and Gladiator II fell just behind Oppenheimer’s breakout success. “Ever since Barbenheimer, the whole industry has been on the lookout for the next big crossover,” says Paul Dergarabedian, senior media analyst at Comscore. Wicked and Gladiator II were exactly what moviegoers needed, offering the ideal combination of spectacle and star power to keep the popcorn flowing for weeks.
Dergarabedian went on to point out that both films will likely have long runs due to their rave reviews, powerhouse casts, and creative marketing campaigns. That’s the Glicked effect in action—an irresistible combo of green-and-pink Wicked merchandise and ancient Roman experiences courtesy of Airbnb, all rolled into one cinematic event. Still, he notes that Barbenheimer and Glicked have proven that same-day releases with contrasting themes can create a “social buzz” that’s almost impossible to ignore.
And let’s face it, there’s something wonderfully weird about the idea of pairing the high-energy Wicked with the gritty violence of Gladiator II. On one hand, you’ve got a colorful Broadway musical featuring Wicked stars Cynthia Erivo and Ariana Grande belting out iconic show tunes. On the other, Gladiator II delivers swords, sweat, and intense battles on a grand historical scale, with Paul Mescal and Pedro Pascal leading the charge in a tale of vengeance and honor. It’s the movie equivalent of switching between a glittering tiara and a sharp sword.
David Joshua Taylor, a self-professed movie buff who managed to see both films on opening night, embraced the Glicked experience wholeheartedly. He wore a Wicked-themed Shiz University sweater to the first screening, only to swap it for a Gladiator hoodie at the next. “It’s an electric atmosphere,” said Taylor, 29. “You’ve got Broadway fans on one side and action junkies on the other. It’s a whole vibe.”
Both films also sparked internet memes, with Gladiator II generating an online frenzy over its stars, who’ve been playfully dubbed “babygirls” by fans. Meanwhile, Wicked ignited debates about whether it’s socially acceptable to belt out “Defying Gravity” in theaters, a question that’s become a meme in itself. Ah, the internet: where cultural debates go viral.
However, Glicked wasn’t quite the sequel to Barbenheimer that some hoped for. According to Shawn Robbins, founder of Box Office Theory, you can’t replicate lightning in a bottle. But, he added, the release of Wicked and Gladiator II was still a success in its own right, offering a blueprint for future double features. The fact that fans were debating whether to watch musicals or battle epics in one sitting says a lot about the evolving moviegoing experience.
Stars from both films have expressed their support for the double-feature trend. When asked about the Glicked phenomenon, Wicked’s Grande and Erivo said, “We like ‘Glicked’ Day.” Mescal, from Gladiator II, agreed, noting that the two films complement each other in their own way. “They’re so different,” he said. “If you love cinema, support it. Don’t wait for it to stream.”
With Moana 2 hitting theaters next week and more releases slated for December, the holiday season promises to keep movie theaters buzzing. AMC Theatres even announced that they had their highest-ever Thanksgiving weekend box office, with a record 4.6 million moviegoers flocking to its theaters. Looks like Wicked and Gladiator II did more than just entertain—they revived the art of going to the movies.
As Robbins points out, the trend of “eventification” is here to stay, with costumes, merch, and fan excitement turning each major release into an experience. After all, there’s something magical about celebrating the collective joy of moviegoing—whether you’re rocking a Wicked sweater or a Gladiator hoodie. The theater, after all, is the one place where you can truly live your fantasy… just be sure to check your sword at the door.
