Are ‘Wicked’ and ‘Gladiator II’ the next ‘Barbenheimer’? How movie theaters are making ‘Glicked’ a can’t-miss event.

Movie theaters across the country are hoping to inspire audiences to dance through life — or at least through their lobbies and into their seats — when Wicked opens on big screens Friday.

If you’re not entertained by the movie musical, they’ve got plans for Gladiator II fans as well.

The two films — one a retelling of the famous Wizard of Oz story and the other a Roman Empire thirst trap — might not have a lot in common outside of their shared opening date of Nov. 22. But after 2023’s Barbie-meets-Oppenheimer social media phenomenon (that’s “Barbenheimer,” in case you forgot) — and combined $966 million domestic gross — movie theaters are looking to once again defy box-office gravity while having some heavily themed fun in the process.

At Alamo Drafthouse Cinema locations, audiences can buy tickets to its Wicked movie parties, which offer everything from themed props such as green-tinted glasses like the ones Elphaba wears to pink bubbles, Shiz University notebooks and broom pens. That’s in addition to Wicked-themed custom food and beverage menu items and merch.

Partygoers are even “encouraged to get up and dance or sing if you’d like,” something that’s not otherwise allowed in regular screenings, Alamo Drafthouse chief marketing officer Chaya Rosenthal told Yahoo Entertainment.

The theater chain also hosts separate Emerald City soirees in select bars before or after the film screenings so audiences can keep the party going “in a way that doesn’t disturb others during the moviegoing experience,” she said.

“Barbie was huge for us,” Rosenthal explained, “and it really set us on the track of, how can we do more fun, experiential merchandise that enhances the experience.”

Other cinema chains, like B&B Theatres, are building experiences around both films, complete with themed backdrops and step and repeat banners for Instagrammable red carpet moments.

For Wicked fans, the chain is rolling out pink and green carpets with employees dressing up as Glinda and Elphaba. Theaters will even be decked out in specialty lighting that shines pink and green for the Oz-themed film.

B&B will also be selling Gladiator II helmet-covered popcorn buckets for the Paul Mescal-Pedro Pascal movie, along with themed drink specials like for Wicked. Don’t be surprised to find lobby attendants dressed up as Roman warriors and theaters using a lighting system to create “a creamy Colosseum look” for the Ridley Scott-directed film.

Moviegoers are even encouraged to dress up — no masks or weapons are allowed, though.

Once Wicked changed its opening date in July to coincide with the Gladiator II release, B&B Theatres president and chief content, programming and development officer Brock Bagby told Yahoo Entertainment, “we immediately went to work on how we can make this an event weekend, and how can we capitalize on these two films that typically have two different audiences.”

Jordan Hohman, vice president of project development at Phoenix Theatres, echoed the sentiment.

“In regards to the comparison to Barbie-Oppenheimer, maybe ‘Glicked’ doesn’t roll off the tongue as well as ‘Barbenheimer’ does, but I think there’s a lot of similarities here. You’re looking at a mix of movies that have a lot of good counterprogramming,” he told Yahoo Entertainment.

“We’ve always tried to eventize these movies in that way, whether it be inviting cosplayers to take pictures with customers or just encouraging people to really get into this,” he added.

With Wicked serving as “the largest preshow film with advance tickets in the history of [Phoenix Theatres’] business,” according to the chain’s president, Cory Jacobson, Phoenix added themed concession items, including premium popcorn tins with LED lights.

Calling this movie pairing “the perfect storm to bring everyone out,” Mike Bowers, president and CEO of Harkins Theatres, told Yahoo Entertainment that the chain has been “eventizing movies” since its founding in 1933 — and plans to continue with “Glicked.”

“Whether it’s specialty cocktails or, of course, the famous popcorn vessels and lobby interactions and such for the guests,” he explained, “it’s beyond going to the movies and going home. They get an opportunity for an Instagram moment and something that’s shareable.”

Those social media moments could even include photos with some of the costumes from Gladiator II at one of its locations.

With so many films and TV shows available to stream at home, movie theaters are looking for that edge when it comes to bringing people to the cinema. While many people enjoy going to the theater for the experience, Rosenthal said others need that “extra nudge.”

“Those FOMO moments are really helpful because you start seeing a lot of people you know at the theater enjoying these limited-edition items on the menu or merch or giveaway items,” she said, “and it really does help to reencourage people that it’s a must-see in a theater on the big screen.”

Building community also plays a large role as audiences move further away from the pandemic and people look to connect IRL.

“We’re trying really hard to create these social spaces where you can linger longer and hang out and discuss that and have your pink drink cocktail as a nightcap or whatever it is,” Bagby said, referring to one of B&B Theatres’ Wicked-themed drinks.

Alamo aims to lean into that togetherness as well and hopes that fans of Wicked and Gladiator II can connect through the moviegoing experience.

“We really embrace each of the communities we’re in and do custom events that bring people out and gather and socialize and find like-minded people,” Rosenthal said. “I absolutely think that people are in need of that and [have] a desire to be part of something bigger when they’re at the theater.”

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