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Is 㽶ƵֱGlicked㽶Ƶֱ the new 㽶ƵֱBarbenheimer㽶Ƶֱ? Hollywood hopes so

㽶ƵֱWicked㽶Ƶֱ and 㽶ƵֱGladiator II㽶Ƶֱ collide in theatres as movie industry㽶Ƶֱs next very different twin hopes
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This combination of images shows promotional art for 㽶ƵֱGladiator II,㽶Ƶֱ left, and 㽶ƵֱWicked.㽶Ƶֱ (Paramount/Universal Pictures via AP)

impossible to manufacture. But, more than a year later, that hasn㽶Ƶֱt stopped people from trying to make 㽶ƵֱGlicked㽶Ƶֱ 㽶Ƶֱ or even 㽶ƵֱBabyratu㽶Ƶֱ 㽶Ƶֱ happen.

The counterprogramming of and in July 2023 hit a nerve culturally and had the receipts to back it up. Unlike so many things that begin as memes, it transcended its online beginnings. Instead of an either-or, the two movies ultimately complemented and boosted one another at the box office.

And ever since, moviegoers, marketers and meme makers have been trying to recreate that moment, searching the movie release schedule for odd mashups and sending candidates off into the social media void. Most attempts have fizzled (sorry, ).

This weekend is perhaps the closest approximation yet as the opens Friday against the chest-thumping Two big studio releases (Universal and Paramount), with one-name titles, opposite tones and aesthetics and big blockbuster energy 㽶Ƶֱ it was already halfway there before the name game began: 㽶ƵֱWickiator,㽶Ƶֱ 㽶ƵֱWadiator,㽶Ƶֱ 㽶ƵֱGladwick㽶Ƶֱ and even the eyebrow raising 㽶ƵֱGladicked㽶Ƶֱ have all been suggested.

㽶Ƶֱ㽶ƵֱGlicked㽶Ƶֱ rolls off the tongue a little bit more,㽶Ƶֱ actor Fred Hechinger said at the New York screening this week. 㽶ƵֱI think we should all band around 㽶ƵֱGlicked.㽶Ƶֱ It gets too confusing if you have four or five different names for it.㽶Ƶֱ

As with 㽶ƵֱBarbenheimer,㽶Ƶֱ as reductive as it might seem, 㽶ƵֱGlicked㽶Ƶֱ also has the male/female divide that make the fan art extra silly. One is pink and bright and awash in sparkles, tulle, Broadway bangers and brand tie-ins; The other is all sweat and sand, blood and bulging muscles.

Both films topped Fandango㽶Ƶֱs most anticipated holiday movie survey, where 65% of respondents said that they were interested in the 㽶ƵֱGlicked㽶Ƶֱ double feature. Theaters big and small are also pulling out the stops with movie-themed tie-ins. B&B Theaters will have Roman guards tearing tickets at some locations and Maximus popcorn tubs. Marcus Theaters is doing Oz photo ops and friendship bracelet-making. Alamo Drafthouse is leaning into the singalong aspect (beware, though, not all theaters are embracing this) and the punny drinks like 㽶ƵֱDefying Gravi-Tea.㽶Ƶֱ

㽶ƵֱRather than it being in competition, I think they㽶Ƶֱre in conversation,㽶Ƶֱ 㽶ƵֱGladiator II㽶Ƶֱ star Paul Mescal said. 㽶ƵֱThis industry needs a shot in the arm. Those films gave it last year. We hope to do it this year.㽶Ƶֱ

And the hope is that audiences will flock to theaters to be part of this moment as well. It㽶Ƶֱs a sorely needed influx of could-be blockbusters into a marketplace that㽶Ƶֱs still at an 11% deficit from last year and down 27.2% from 2019, according to data from Comscore.

㽶ƵֱCompetition is good for the marketplace. It㽶Ƶֱs good for consumers,㽶Ƶֱ said Michael O㽶ƵֱLeary, the president and CEO of the National Association of Theatre Owners. 㽶ƵֱHaving two great movies coming out at the same time is simply a multiplier effect.㽶Ƶֱ

㽶ƵֱGlicked㽶Ƶֱ is currently tracking for a combined North American debut in the $165 million range, with 㽶ƵֱWicked㽶Ƶֱ forecast to earn around $100 million (up from the $80 million estimates a few weeks ago) and 㽶ƵֱGladiator II㽶Ƶֱ pegged for the $65 million range.

its projections last July. Going into that weekend, 㽶ƵֱB㽶Ƶֱ had been pegged for $90 million and 㽶ƵֱOԳ𾱳㽶Ƶֱ around $40 million. Ultimately, in that first outing, and nearly $2.4 billion by the end of their runs.

It㽶Ƶֱs possible 㽶ƵֱGlicked㽶Ƶֱ will exceed expectations, too. And it has the advantage of another behemoth coming close behind: 㽶ƵֱMoana 2,㽶Ƶֱ which opens just five days later on the Wednesday before the Thanksgiving holiday. 㽶ƵֱGlickedana㽶Ƶֱ triple feature anyone?

㽶ƵֱThese are 10 important days,㽶Ƶֱ O㽶ƵֱLeary said. 㽶ƵֱIt㽶Ƶֱs going to show the moviegoing audience that there㽶Ƶֱs a lot of compelling stuff out there for them to see.㽶Ƶֱ

There are infinite caveats to the imperfect comparison to 㽶ƵֱBarbenheimer,㽶Ƶֱ as well. 㽶ƵֱWicked㽶Ƶֱ Musicals carry their own baggage with moviegoers, even those based on wildly successful productions (ahem, 㽶ƵֱCats㽶Ƶֱ). 㽶ƵֱGladiator II㽶Ƶֱ got a head start and opened internationally last weekend. In fact, in the U.K. it played alongside 㽶ƵֱPaddington in Peru,㽶Ƶֱ where that double was pegged 㽶ƵֱGladdington.㽶Ƶֱ 㽶ƵֱGladiator㽶Ƶֱ reviews, while positive, are a little more divided than the others. And neither directors Ridley Scott nor Jon M. Chu has the built-in box office cache that Christopher Nolan㽶Ƶֱs name alone carries at the moment.

The new films also cost more than 㽶ƵֱB㽶Ƶֱ ($145 million) and 㽶ƵֱOԳ𾱳㽶Ƶֱ ($100 million). According to reports, 㽶ƵֱGladiator II㽶Ƶֱ had a $250 million price tag; 㽶ƵֱWicked㽶Ƶֱ reportedly cost $150 million to produce (and that does not include the cost of the second film, due next year).

The narrative, though, has shifted away from 㽶Ƶֱwho will win the weekend.㽶Ƶֱ Earlier this year, that he loves that this is a moment where 㽶Ƶֱwe can root for all movies all the time.㽶Ƶֱ

Close behind are a bevy of Christmas releases with double feature potential, but those feel a little more niche. There㽶Ƶֱs the remake of 㽶ƵֱNosferatu,㽶Ƶֱ the and the Bob Dylan biopic 㽶ƵֱA Complete Unknown.㽶Ƶֱ The internet can㽶Ƶֱt even seem to decide on its angle for that batch of contenders, and none exactly screams blockbuster. Sometimes the joy is just in the game, however. Some are sticking with the one-name mashup (㽶ƵֱBabyratu㽶Ƶֱ); others are suggesting that the fact that two of the movies feature real-life exes (Timothée Chalamet and Lily-Rose Depp) is enough reason for a double feature. And getting people talking is half the battle.

When in doubt, or lacking a catchy name, there㽶Ƶֱs always the default: 㽶ƵֱThis is my Barbenheimer.㽶Ƶֱ





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