Over the weekend, moviegoers flocked to see Wicked and Gladiator II, marking a major box office event reminiscent of last summer’s “Barbenheimer.” Dubbed “Glicked,” the double feature brought contrasting genres together, with Wicked pulling in $114 million in North America and Gladiator II earning $55.5 million. While Wicked topped the box office, both films fell short of Barbie and Oppenheimer’s historic opening weekends.
Wicked, starring Cynthia Erivo and Ariana Grande, dazzled with its vibrant musical energy, while Ridley Scott’s Gladiator II, featuring Paul Mescal and Pedro Pascal, delivered intense ancient warfare. Fans leaned into the event, with one moviegoer donning themed outfits for both screenings.
The films benefited from creative marketing, such as Gladiator’s immersive Colosseum experience and Wicked’s merchandise collaborations. Online buzz fueled the excitement, from memes about Pascal and Mescal to debates over singing along in theaters.
Though Glicked didn’t replicate “Barbenheimer’s” cultural moment, analysts see this as a successful blueprint for releasing counterprogramming blockbusters. Shawn Robbins of Fandango noted such events celebrate the communal theater experience, driving engagement through costumes, memes, and fan debates.
Stars from both films embraced the trend, encouraging audiences to support cinema in theaters. With Moana 2 and other holiday releases on the horizon, the eventification of moviegoing is expected to continue boosting the theatrical experience. As Robbins put it, these cultural moments highlight the unique magic of seeing movies on the big screen with others.
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