‘Glicked’: Can a ‘Wicked’ and ‘Gladiator II’ combo replicate Barbenheimer’s success?

Moviegoers are expected to flock to cinemas this weekend in what some are anticipating will be a repeat of 2023’s Barbenheimer phenomenon. John M. Chu’s musical fantasy “Wicked” and Ridley Scott’s epic sequel “Gladiator II” both open on Friday, and like “Barbie” and “Oppenheimer” before them, there’s even a cute name for the incongruous double feature: Glicked (pronounced Glick-Ed).
Barbenheimer emerged organically as an online meme that became a real cultural event, with moviegoers watching both movies the same day. “Barbie” earned a huge $155 million in North America on its opening weekend, and “Oppenheimer” pulled in more than $82 million. Both films went on to dominate the year. “Barbie” grossed over $1.4 billion worldwide, while “Oppenheimer” made just shy of $1 billion on its way to practically sweeping the Oscars.
While awards potential for Glicked is still a big question, the films are expected to yield big returns on opening weekend. “Wicked” is the first in a two-part adaptation of the massively successful Broadway musical set in the world of Oz, starring the Oscar-nominated Cynthia Erivo and pop superstar Ariana Grande as the witches Elphaba and Glinda. According to Variety, the film is tracking to take in more than $100 million during its opening weekend, with some estimates going as high as $130 million. The film’s stars have been nearly inescapable on talk shows and social media for several weeks now, while Universal has partnered with more than 400 brands in a marketing effort that appears similar in scale to the reported $175 million advertising push given to “Barbie.”
By comparison, “Gladiator II” has received a smaller, but still omnipresent campaign from Paramount, particularly centred on Denzel Washington’s supporting performance in the sequel to the Russell Crowe-starring Best Picture winner from 2000. Washington has been doing the media rounds as buzz grows for a possible third Oscar win. The film, which also stars Paul Mescal in his first blockbuster leading role, is expected to rake in upward of $65 million opening weekend. “Gladiator II” already debuted last weekend in over 60 markets internationally, bringing in $87 million.
It remains to be seen whether fans will get as into the Glicked spirit as the people who dressed up for Barbenheimer, though it’s likely “Wicked”-inspired green face paint and pink dresses and magic wands will be on display.
Business-wise, the weekend is looking to be a boon for exhibitors in an otherwise rocky theatrical environment. Robert Cousins, senior vice-president of film at Cineplex, said in a statement that the theatre chain is excited about the “enthusiastic audiences” for both films: “We are all witnessing the growing buzz of Glicked and its comparison to 2023’s Barbenheimer and both films are expected to do extremely well at the box office.”
Cousins also noted that “Moana 2,” the sequel to Disney’s 2016 animated hit, is out less than a week later, on Nov. 27, just in time for America’s Thanksgiving weekend. That film is also expected to earn well over $100 million in its long weekend debut.
“Events like these highlight how irreplaceable the theatrical experience truly is,” Cousins said, “and how it brings people together to share in cultural moments.”