November 25, 2024: The box office roared back to life this weekend as Wicked and Gladiator II drew massive global audiences, amassing $270 million in combined ticket sales. Jon M. Chu’s musical extravaganza Wicked opened to a staggering $164.2 million globally, while Ridley Scott’s highly anticipated sequel Gladiator II contributed $106 million.
This impressive debut marks one of the busiest moviegoing weekends of 2024, bringing much-needed momentum to a struggling theater industry.
‘Wicked’ Soars to Record-Breaking Heights
Wicked, a prequel to The Wizard of Oz, set a new record for Broadway musical adaptations with a $114 million domestic opening and $164.2 million globally. Starring Ariana Grande and Cynthia Erivo, the film delivered the third-biggest debut of the year, trailing only Deadpool & Wolverine and Inside Out 2.
The film’s massive opening sets the stage for a potentially long theatrical run, with Oscar buzz already building around its stellar reviews and audience reception. CinemaScore rated Wicked an “A,” and critics have praised the cast, direction, and lavish production.
‘Gladiator II’ Impresses, but Faces Stiffer Competition
Ridley Scott’s Gladiator II, a sequel to the 2000 Academy Award-winning original, debuted with $55.5 million domestically and $50.5 million internationally. Starring Denzel Washington and Paul Mescal, the $250 million epic fell slightly short of expectations but performed well overseas, bringing its global tally to $165.5 million since opening early in several markets.
Despite its strong start, Gladiator II received a lower audience CinemaScore of “B,” which may affect its staying power at the domestic box office. However, the film has been lauded for Washington’s commanding performance and Scott’s masterful direction, ensuring its appeal to international audiences.
‘Glicked’: A New Double-Feature Phenomenon?
The simultaneous release of Wicked and Gladiator II has drawn comparisons to last year’s Barbenheimer phenomenon, when Barbie and Oppenheimer dominated the box office together. While the cultural impact of “Glicked” wasn’t as pronounced, the combined $270 million debut underscores the power of high-profile dual releases.
“We saw an opportunity to dominate a weekend and set the stage for the holiday season,” said Universal’s Jim Orr, reflecting on the success of Wicked.
Massive Marketing Campaigns Drive Success
Unlike the meme-driven success of Barbenheimer, both Wicked and Gladiator II leaned heavily on traditional marketing. Gladiator II launched a high-profile campaign that included a controversial Airbnb partnership with Rome’s Colosseum and a simultaneous global trailer drop.
Wicked, however, went even further with an extensive branding blitz. The film’s marketing included themed Starbucks drinks, Mattel dolls, and appearances by its stars at major events like the Met Gala and the Olympics. “We had roughly 400 global brand partners,” said Orr, emphasizing the inescapable presence of the campaign.
A Much-Needed Box Office Boost
This weekend’s successes come at a crucial time for Hollywood, with year-to-date box office revenue down 11% compared to 2023 and 25% below pre-pandemic levels. The strong openings of Wicked and Gladiator II provide a boost ahead of the Thanksgiving holiday, which will see the release of Moana 2.
While Wicked faces some direct competition from Moana 2, it appears well-positioned for a long theatrical run, especially with a sequel already filmed and set for release next November.
Weekend Box Office Top 10 (Friday-Sunday, U.S. and Canada)
- Wicked – $114 million
- Gladiator II – $55.5 million
- Red One – $13.3 million
- Bonhoeffer: Pastor Spy Assassin – $5.1 million
- Venom: The Last Dance – $4 million
- The Best Christmas Pageant Ever – $3.5 million
- Heretic – $2.2 million
- The Wild Robot – $2 million
- Smile 2 – $1.1 million
- A Real Pain – $1.1 million
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