Glicked Is Coming: Will ‘Wicked’ and ‘Gladiator II’ Be the Next Barbenheimer Moment

Since hitting Broadway in 2003, Wicked has become a massive success, ranking among the highest-grossing shows in the history of the Great White Way! Based on Gregory Maguire’s novel, it offers a fresh perspective on the classic Wizard of Oz, telling the story through the eyes of the Wicked Witch of the West. The musical dives into themes of friendship, acceptance, and the gray areas of good and evil. Its catchy tunes, like “Popular” and “Defying Gravity,” still resonate with fans today, over 20 years later. Wicked has truly become a cultural phenomenon, and the long-awaited movie adaptation is finally on the horizon!

“Gladiator”, directed by Ridley Scott was released in 2000 and became an instant success. The film revitalized the epic historical genre and gave a large boost to the careers of Joaquin Phoenix and Russell Crowe. The movie completely captivated audiences with a gripping storyline and stunning visuals effects. The film took home five Academy Awards, including Best Picture. “Gladiator” made over 450 million dollars and the Box Office and is still highly regarded to this day. The film’s iconic scenes and memorable score by Hans Zimmer shaped the movie landscape and have made “Gladiator” a classic.

Wicked has kicked off an ambitious promotional campaign that’s impossible to ignore! With brand partnerships, digital and printed press, and appearances on various TV shows, the buzz is building fast. The excitement ramped up even more when the first trailer for the movie premiered during the Super Bowl in February, leaving fans buzzing with anticipation.

The film’s leads, Cynthia Erivo and Ariana Grande, made a splash at the 2024 Summer Olympics in Paris, generating tons of buzz. They’re not just making headlines; they also grace the cover of Vanity Fair’s November issue and are set to appear on The Kelly Clarkson Show, where they’ll perform a special musical segment. Plus, Ariana is set to host Saturday Night Live on October 12, which is bound to get her fans even more excited.

One of the standout features of Wicked’s campaign is its impressive brand partnerships. Target is going all out with a takeover that will feature over 150 movie-related products, including a limited-edition Stanley water bottle, stylish clothing, soundtrack vinyl, and toys. Fans can also look forward to exclusive singing Barbie dolls of Glinda and Elphaba, along with fun items like Legos, Rice Krispie Treats, and Funko Pops. And don’t forget about Ariana’s beauty line, R.E.M. Beauty, which will launch a Wicked collection at Ulta.

With all this excitement, Wicked is shaping up to be the must-see movie of the holiday season. The promotional strategy echoes the success of Barbie, which created a similar cultural moment in the summer of 2023, showing that the team behind Wicked is aiming to capture that same magic!

“Gladiator II” targets a male demographic, while “Wicked” appeals more to a female audience. While there is certainly some overlap, the two films aim to reach different groups, creating the potential for another “Barbenheimer,” which also sought to engage distinct audiences.

However, it’s important to note that such phenomena cannot be easily replicated. The uniqueness of “Barbenheimer” came from its organic love on social media; it wasn’t a strategy designed to drive ticket sales. It will be interesting to see how the two movies acknowledge each other during their opening weekend.

Paul Mescal, the star of “Gladiator II” weighed in on the potential double feature phenomenon during an interview with Entertainment Tonight in July.

“Wickdiator doesn’t really roll off the tongue does it? I think my preference would probably be Glicked if it has a similar effect to what it did for Barbie and Oppenheimer,” Mescal said in an interview with Entertainment Tonight.

Paul continued, “It would be amazing ’cause I think the films couldn’t be more polar opposites and it worked in that context previously. So fingers crossed people come out and see both films on opening weekend.”

Ariana Grande is one of the most famous singers alive and has had a highly successful career in pop music. With two number-one hits and a number-one album this year, Grande remains a significant presence in the pop world. With a large fanbase and 376 million followers on Instagram, she is sure to attract an audience excited for the movie. “Wicked” has been a long-time dream project for Grande, who grew up absolutely obsessed with the musical. In 2011, she tweeted, “I want to play Glinda at some point in my life! #DreamRole.”

The last quarter of the year is always the biggest time for movies, and this holiday season is shaping up to be no exception! With both Wicked and Gladiator II set to premiere on November 22—just six days before Thanksgiving—these films are bound to spark plenty of cultural conversations. Families will have time off from work and school, making it the perfect opportunity to hit the theaters. This prime pre-Thanksgiving release means that both movies are likely to draw in huge crowds, far more than they would if they had debuted in January.

While we’re still waiting to see the final results, there’s no doubt that Wicked and Gladiator II are poised to be two of the year’s biggest films. We can’t wait to see if they create a cultural moment that captivates audiences everywhere!