Promotional art of Gladiator II and Wicked. (Paramount/Universal Pictures via AP)
The "Barbenheimer" craze of 2023 was a cultural phenomenon that emerged organically, captivating audiences worldwide. Over a year later, many have attempted to replicate its magic with new movie pairings like "Glicked" and even "Babyratu," but success has been elusive.
Back in July 2023, the unexpected release clash of Barbie and Oppenheimer turned into a cultural moment, driven by memes but ultimately thriving beyond social media. Instead of competing, the movies complemented each other, propelling both to massive box office success. Since then, fans and marketers have scoured release schedules for quirky combinations, though most attempts—like the ill-fated “Saw Patrol”—failed to gain traction.
This weekend, however, brings the closest contender yet. Universal’s Wicked, a glittering Broadway musical adaptation, debuts alongside Paramount’s Gladiator II, an intense historical epic. The stark contrast between the two films, from their aesthetics to tones, mirrors the Barbenheimer dynamic, inspiring mashup names like “Wickiator,” “Gladwick,” and the crowd favorite, “Glicked.”
Actor Fred Hechinger, speaking at a Gladiator II screening in New York, endorsed the name “Glicked.” “We should all stick with ‘Glicked.’ It’s catchy and less confusing than juggling four or five options,” he said.
The juxtaposition is striking. Wicked offers vibrant colors, Broadway tunes, and whimsical tie-ins, while Gladiator II serves up gritty action, sweat, and sword fights. This mix has resonated with fans—65% of respondents in a Fandango poll expressed interest in a “Glicked” double feature. Theaters are also leaning into the fun with themed promotions: Roman guards handing out tickets, Oz-inspired photo ops, and singalongs. Even pun-themed cocktails like “Defying Gravi-Tea” have made appearances.
Stars from both films are optimistic. “This isn’t competition; it’s a conversation,” said Gladiator II actor Paul Mescal. “The industry needs big moments like this. Last year, it was Barbenheimer. This year, we hope to carry the torch.”
There’s a lot riding on these films. Theater attendance is still down—11% lower than last year and 27% below pre-pandemic levels, according to Comscore. Experts like Michael O’Leary, head of the National Association of Theatre Owners, see such head-to-head releases as a win-win. “Competition benefits both the industry and the audience,” he said. Early projections support this optimism: Wicked is expected to open with $100 million domestically, while Gladiator II is tracking around $65 million, for a combined $165 million debut.
While these numbers pale compared to Barbenheimer’s $244 million opening weekend, which later soared to $2.4 billion globally, Glicked may yet exceed expectations. It also faces competition from Moana 2, which releases just days later, potentially creating a “Glickedana” triple feature opportunity.
Despite the hype, challenges remain. Wicked is a “Part One,” which may deter some viewers, and musicals often face a steeper uphill battle with general audiences. Meanwhile, Gladiator II had a staggered international release, and its reviews are more divided. Both films come with hefty production costs—$250 million for Gladiator II and $150 million for Wicked—which raises the stakes.
Still, the moment isn’t just about which movie "wins." Director Jon M. Chu of Wicked summed it up earlier this year, saying, “We’re in a time where we can cheer for all movies at once.”
As for future double-feature potential, upcoming holiday releases like Nosferatu, Babygirl, and A Complete Unknown have sparked some buzz online, though none seem poised for Barbenheimer-level impact. Yet, as the internet plays with nicknames like “Babyratu,” it’s clear that half the fun lies in the conversation itself.
And when all else fails, fans have a simple fallback: “This is my Barbenheimer.”
