Seven months ago, industry observers thought Gladiator II would be the big winner. Here’s how the Roman combat epic lost its early advantage. Photo-Illustration: Vulture; Photos: Paramount, Giles Keyte/Universal Pictures
In a dramatic box office face-off, Wicked left Gladiator II trailing over the weekend, casting a spell on audiences and pulling in $114 million in North America alone. The eagerly awaited sequel to Gladiator managed $55.5 million domestically—impressive for a 23-year-old franchise, but not enough to rival the magical pull of Wicked. The event marked a resurgence in blockbuster movie attendance as theaters approached pre-pandemic levels, with ticket sales still lagging by about 30% compared to 2019.
Seven months ago, industry experts predicted Gladiator II would reign supreme. Early teasers, including thrilling scenes of Colosseum battles and Denzel Washington’s commanding presence, had cemented its status as the season’s must-watch film. However, Universal’s decision in July to move Wicked‘s release ahead by five days to avoid a clash with Disney’s Moana 2 shifted the game plan, giving the female-driven musical a strategic edge.
Like the summer’s Barbenheimer phenomenon, the release of these two contrasting films was a masterstroke in marketing synergy. Fans dubbed the duel “Glicked” or “Wickiator,” and the buzz fueled ticket sales. Wicked, a lavish adaptation of the Broadway hit starring Ariana Grande and Cynthia Erivo, drew a predominantly female audience, with women making up three-quarters of its viewership. Meanwhile, Gladiator II appealed to male audiences with its raw, action-packed spectacle.
David Herrin, founder of the analytics firm Quorum, pointed out a clear trend: “In both cases, the female-skewing film outperforms. Barbie doubled Oppenheimer, and Wicked nearly doubled Gladiator II.”
Despite Wicked‘s success, its dominance wasn’t guaranteed. Hollywood has often undervalued female-centric films, and “Part 1” releases have had mixed results. Examples like Mission: Impossible – Dead Reckoning Part One and The Hunger Games: Mockingjay – Part 1 showed that such films often underperform relative to expectations. Yet Wicked, which cleverly avoided the “Part 1” branding in its title, bucked the trend with a sprawling campaign that tapped into nostalgia and star power.
Universal’s unprecedented marketing push, costing nearly $500 million across both parts of the movie, paid off handsomely. Promotions included everything from Wicked-themed merchandise like Glinda pink luggage to unforgettable stunts such as lighting up the Arc de Triomphe in the movie’s signature green and pink hues. Universal leveraged its connection with NBC to dominate coverage, from Olympic promos to extensive features on The Today Show.
While Gladiator II relied on its legacy and intense action sequences, Wicked banked on its charm, emotional resonance, and its leads’ extensive promotional efforts. Grande and Erivo became the faces of the film, making appearances at major events like the Oscars and the Met Gala. Their camaraderie and star power translated into strong audience connections, boosting pre-release excitement.
Industry analysts are optimistic about the results. David A. Gross, who runs FranchiseRe, emphasized that the competition was less about Gladiator II faltering and more about Wicked excelling. “It’s Wicked catching fire rather than Gladiator II burning out,” Gross said.
The rivalry ultimately benefited both films, reviving a sluggish box office after several underwhelming weeks. With Moana 2 releasing this week, Thanksgiving weekend promises to break records. As Herrin aptly summarized, “It’s all good news for an industry that needed a win.”
For now, Wicked stands tall as the triumphant wizard of the box office, proving that magic, music, and meticulous marketing still have the power to captivate audiences.
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