Over the weekend, movie lovers flocked to theaters worldwide to experience the much-anticipated premieres of Wicked and Gladiator II. In North America, Wicked claimed the top spot at the box office, raking in $114 million from over 3,800 theaters. Meanwhile, Gladiator II, the sequel to the 2000 epic, earned $55.5 million across more than 3,500 locations.

Fans have likened the simultaneous release of these blockbusters to last summer’s Barbenheimer event, where Barbie and Oppenheimer redefined box office success and cultural buzz. Dubbed “Glicked” (pronounced glick-id), this new double-feature phenomenon has excited audiences for months. According to Fandango’s holiday movie survey, nearly 65% of respondents expressed interest in seeing both films as a theatrical double feature.

While Wicked outperformed Gladiator II both domestically and globally, it didn’t quite match the record-breaking debut of Barbie. Similarly, Gladiator II opened below Oppenheimer’s strong numbers. Still, the buzz surrounding “Glicked” underscores the growing power of social media and counterprogramming in driving moviegoer excitement.

Paul Dergarabedian, a senior analyst at Comscore, highlighted that both films would enjoy sustained success thanks to their star-studded casts, rave reviews, and creative marketing strategies. He credited the dual release for generating the kind of cultural moment the industry seeks to replicate after Barbenheimer. “It creates a social buzz that’s undeniable,” he noted.

The films also offered contrasting experiences. Wicked, starring Cynthia Erivo and Ariana Grande, dazzled as a lively musical with Broadway roots, while Ridley Scott’s Gladiator II delivered high-octane action and historical drama. This thematic dichotomy mirrors the stark contrast between Barbie and Oppenheimer, which became a must-see pairing due to the power of internet memes.

Both Universal Pictures (Wicked) and Paramount Pictures (Gladiator II) rolled out massive marketing campaigns. Highlights included a Gladiator experience at the Roman Colosseum hosted by Airbnb and Wicked-themed merchandise collaborations with major retailers. Fans also added their own flair, with one moviegoer sporting themed outfits for each screening.

Online buzz further fueled the excitement. Viral debates about singing along to Wicked songs in theaters, memes featuring stars like Paul Mescal and Pedro Pascal, and the films’ lively press tours kept the conversation alive. However, Shawn Robbins of Box Office Theory tempered expectations, noting, “You can’t capture lightning in a bottle twice, but this does set a blueprint for successful counterprogramming.”

Cast members embraced the dual release trend. Cynthia Erivo and Ariana Grande dubbed the event “Glicked Day,” while Paul Mescal praised the complementary nature of the films and encouraged fans to see both in theaters. “If you love cinema, get out there and support it,” Mescal urged.

The holiday season promises even more excitement, with Moana 2 and other major releases on the horizon. AMC Theatres reported record-breaking pre-Thanksgiving revenue, with 4.6 million moviegoers visiting its cinemas from Thursday to Sunday. The growing trend of “eventifying” theatrical releases—seen in costumes, merchandise, and fan engagement—is set to continue driving box office success.

As Robbins put it, these events tap into the unique, celebratory experience of going to the movies, offering something that streaming simply can’t replicate.