Movies

‘Wicked’ and ‘Gladiator’ set the stage for gravity-defying box office weekend

BBG News

'Wicked' and 'Gladiator' set the stage for gravity-defying box office weekend

As a seasoned movie critic with over three decades of experience under my belt, I can confidently say that this weekend promises to be a veritable feast for cinema enthusiasts everywhere. The anticipated releases of “Wicked” and “Gladiator II” are poised to set new records at the domestic box office, and it’s a sight for sore eyes after a summer and fall season that left audiences somewhat underwhelmed.

It’s predicted that both “Wicked” from Universal Pictures and “Gladiator II” from Paramount Pictures will show extraordinary earnings at the North American box office over the coming weekend.

Following a strong summer season (“Inside Out 2,” “Deadpool & Wolverine”) and a slightly underwhelming autumn (“Megalopolis,” “Joker: Folie à Deux”), the witches from Oz and warriors of ancient Rome are teaming up to launch the festive movie season.

Based on celebrity appeal, strategic promotion, and cherished assets, it’s anticipated that “Gladiator II” will debut with a range of around $65 million to $75 million. Meanwhile, predictions suggest that “Wicked” could generate between $120 million and $140 million in the U.S. and Canada, as per Boxoffice Pro’s estimates.

Estimated earnings for “Gladiator II” are anticipated to be approximately $60 million, while “Wicked” is projected to earn around $100 million.

According to Daniel Loria, editorial director and senior vice president of content strategy at Boxoffice Pro, “Wicked” is the film that’s currently gaining significant momentum, while “Gladiator II” has been maintaining a steady pace.

As a devoted cinema enthusiast, I can’t help but marvel at the enduring popularity of the timeless musical “Wicked.” With its rich history, it’s no wonder that audiences are drawn to it. Despite the challenges faced by musical films in the past, “Wicked” has proven to be an exceptional exception, standing tall as the blockbuster musical of our generation.

Movie theaters are eagerly awaiting a blockbuster double-feature event that appeals to all demographics ever since the simultaneous release of Warner Bros.’ “Barbie” and Universal’s “Oppenheimer” last year sparked the international “Barbenheimer” phenomenon. With viral movies becoming more crucial for both cinemas and entertainment industries following the COVID-19 pandemic, which altered audience preferences and studio tactics, this trend has only grown stronger.

In thousands of theaters across the country, movies like “Wicked” and “Gladiator II” will soon be screened, while Disney’s eagerly awaited “Moana 2” is approaching on the horizon, indicating a promising time for moviegoers. After several disappointing critical and box office failures, cinema exhibitors are optimistic about a robust finish to 2024 and start of 2025.

A hat trick for “Gladiator II,” “Wicked,” and “Moana 2” would be a significant boost for the film industry as it recovers from October’s lowest post-pandemic earnings, Loria stated. The domestic box office in this year has dropped by 11% compared to the same period in 2023, and is still noticeably below pre-pandemic figures, according to Comscore data.

As a discerning movie critic, I find myself questioning whether this new production will reach the same blockbuster heights as ‘Barbenheimer’. Nonetheless, it’s yet another compelling demonstration of the film industry catering to audience preferences and prioritizing diversity. It’s set to make waves at the multiplex.

Under the guidance of director Jon M. Chu, the movie “Wicked” delves into the backstories of Glinda, the Good Witch of the North, and Elphaba, the Wicked Witch of the West, prior to Dorothy’s arrival in Munchkinland and her journey along the yellow brick road. This eagerly anticipated reimagining of “The Wizard of Oz” – based on the popular Broadway musical with the same name – features Ariana Grande, a pop sensation, portraying Glinda and Cynthia Erivo, a Tony Award winner, as Elphaba.

Universal is pulling out all the stops for this movie’s release, with a production budget estimated at around $150 million (not counting marketing expenses). The runtime of this 2 hours and 40 minutes film encompasses merely the initial act of the stage musical. The second part will hit cinemas next year.

Unlike other films within the genre, like “Mean Girls” from Paramount Pictures and “Wonka” by Warner Bros., the marketing strategy for “Wicked” has not attempted to hide its musical aspect. Instead, it has emphasized this element, with Ariana Grande and Cynthia Erivo’s performances of beloved songs such as “Popular” and “Defying Gravity” being showcased in trailers and TV advertisements for the movie.

“You couldn’t hide it if you wanted to,” said a studio source who was not authorized to comment.

But the “Wicked” marketing machine goes way beyond the music.

Universal collaborated with over 400 brands globally, such as Starbucks, Ulta Beauty, Bloomingdale’s, and Lexus, to flood retail stores with merchandise in the distinctive colors of the film’s powerful witches – pink and green. The array of “Wicked”-themed items includes shoes, clothing, phone cases, laptop sleeves, luggage, candles, makeup palettes, jewelry, cups, office supplies, backpacks, hairdryers, and more.

In one of their partnerships, Mattel’s Glinda and Elphaba doll line attracted unexpected scrutiny. Recently, customers found that the packaging contained a URL linking to a adult website rather than the official movie site. The toy company promptly apologized for this mistake, describing it as an “unfortunate error.

Despite some unavoidable mistakes, Universal has undeniably put in an enormous amount of work to match the renown of its source material, as evident by its widespread release.

When a marketing strategy for a film manages to reach various settings such as your home gym, grocery store, and even cinemas, and significantly influence the overall culture – that’s when you understand the studio has gone above and beyond. I can’t readily think of another movie since ‘Barbie’ that has achieved this level of pervasive marketing. (Loria)

The group responsible for “Gladiator II,” which is the upcoming sequel to Ridley Scott’s Academy Award-winning film from the 2000s, boasting stars like Paul Mescal, Pedro Pascal, and Denzel Washington, has certainly come up with some innovative strategies.

Example of a rephrased sentence: A popcorn container modeled after the Colossey, featuring a modern VR element, along with a contentious partnership with Airbnb to introduce Medieval-style performances reminiscent of Rome’s Colossey.

“Gladiator II” cost an estimated $250 million to make, not including marketing costs.

Exhibitors are joining in on the fun too.

The movie-theater chain called Look Cinemas, which operates in Downey, Glendale, Monrovia, and Redlands, has created a unique “Wickedator” menu. This menu features food and drinks themed after popular movies such as Arena Nachos (inspired by “Gladiator”) and Emerald City Sours (related to “Wicked”).

James Meredith, the marketing and revenue chief at Look Cinemas, mentioned that the company has been meticulously planning for this weekend for several months now. They’ve set aside their best screening rooms for both films, started advance screenings as early as Wednesday, and broadened their showtimes and operating hours to cater to the growing consumer interest, similar to the excitement surrounding the release of “Barbenheimer.

Meredith mentioned that our visitors are eager to step inside, take a break, and organize a grand occasion or festivity centered on some well-known films,” she explained. “Such movies serve as a reminder for our patrons of the unique charm and magic associated with going to the cinema.

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2024-11-21 14:35

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