‘Gladiator 2’ and ‘Wicked’ Won’t Be Barbenheimer 2.0, and That’s Okay

2023 was a trying time for the entertainment industry. Things were finally getting back to normal after the COVID shutdowns, and bam! Dual writers and actor’s strikes. For six months, production ground to a halt, and actors could no longer promote their upcoming projects. But there was a silver lining within the struggle. That summer gave us the biggest theatrical event in recent memory: Barbenheimer.

Barbie and Oppenheimer were both released on July 21, 2023. That was one week after the actors’ strike began, so none of the stars of the summer’s two biggest hits were able to do any promotion. Nonetheless, Barbenheimer quickly exploded into pop culture superstardom. The release date, polar opposite plots, and debut after months of production shutdowns created a perfect storm of success. Barbie and Oppenheimer netted a combined $2.3 billion at the box office, with Barbie landing in the top 15 highest-grossing movies of all time. It’s no surprise that other studios have tried to capitalize on the Barbenheimer phenomenon. The latest contender is “Glicked,” with Gladiator II and Wicked both set for a November 22 release. While recapturing all the Barbenheimer magic is unlikely, both of these flicks are forecast to be box-office smash hits.

Why Did Barbenheimer Work?

Barbenheimer worked because its films were as opposite story-wise as possible. One was a bright, happy story of female empowerment in a matriarchal society. The other was a gritty, dark drama about the inventor of the most infamous weapon of war ever created. On paper, these two seem like they have absolutely nothing in common. And on-screen, they don’t. But it was that stark contrast that led to the phenomenon taking off.

Throughout 2023, Barbie and Oppenheimer were promoted as a double feature, emphasizing just how different they were. And the memes, oh, all the memes. It was like a reverse Morbius, where the Barbenheimer memes actually helped both movies. Everything was going great until a week before both films’ premieres. SAG-AFTRA went on strike, meaning that any promotion had to come to a halt. Production had already been stalled since May due to the WGA strike, but that didn’t affect Barbie and Oppenheimer as both had already wrapped.

Any fears about the lack of promotion were assuaged when Barbenheimer absolutely exploded and dominated the box office. Barbie set several records, including the best opening weekend for a non-sequel, remake, or superhero movie. It was the highest-grossing flick by a solo female director, as well as the highest-grossing live-action comedy movie. Oppenheimer was the second highest-grossing R-rated movie (now third after Deadpool & Wolverine), as well as the highest-grossing biographical film of all time.

Rather than competing, Barbie and Oppenheimer helped each other hit massive box office highs. Box office smash hits had been few and far between in recent years thanks to the COVID shutdowns, but many reviewers and analysts noted that Barbenheimer represented the glorious return of theaters. The Barbenheimer stunt was a once-in-a-lifetime phenom, but that hasn’t stopped other studios from trying their hand.

Barbenheimer’s Knockoffs and Cheap Imitations

The first Barbenheimer knockoff came just a few months later when Saw X and Paw Patrol: The Mighty Movie were released together at the end of September. Saw Patrol didn’t hit the same way, as the colorful talking puppies movie and horrific torture exploitation were a little too far apart. We almost had an “ExorSwift” release that October, as Taylor Swift: The Eras Tour concert movie was initially scheduled for the same day as The Exorcist: Believer. However, rather than face the biggest star on the planet, The Exorcist: Believer was moved up by one week.

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While these follow-ups flopped, this fall’s Glicked could be something. Both Gladiator II and Wicked are among the year’s most anticipated films, and their differing styles could also be compared to Barbie and Oppenheimer. This has earned support from the film’s stars, with Gladiator‘s Paul Mescal coining the Glicked term. Wicked‘s Jeff Goldblum also highlighted the potential for both to help each other rather than compete. Gladiator II is projected to gross anywhere from $40 to $80 million over its opening weekend, with Wicked aiming slightly higher at $70 to $150 million. If both reach those highest estimates, they will almost match what Barbie and Oppenheimer debuted at ($162 million and $82.5 million, respectively).

So, will Glicked be the same lightning-in-a-bottle marvel that Barbenheimer was? In terms of the memes and cultural impact, probably not. There’s just no replicating that. But each one could find success on their own, with Wicked in particular being among the most hyped fall releases. Barbenheimer may be over, but let’s hope that big tentpole releases and similar promotions can keep theaters alive for the next generation. Wicked and Gladiator II will be playing in theaters on November 22.