Instead of the typical post-Thanksgiving couch lounging, Americans flocked to movie theaters. The premieres of Disney's "Moana 2" along with the allure of "Wicked" and "Gladiator II" gave a significant boost to the domestic box office. These three blockbusters led the five-day opening weekend record to surpass the 2018 record of $315.6 million, raking in an estimated $420 million by Sunday. The "Moana" sequel set a new record for the highest-grossing five-day opening, earning $221 million domestically and outperforming "The Super Mario Bros. Movie" which made $204.6 million in 2023. Alan Bergman, co-chairman of Disney Entertainment, expressed in a news release that "Moana 2" had far exceeded their high expectations and was a testament to the phenomenon that "Moana" had become. Paul Dergarabedian, senior media analyst at Comscore, noted that having these three films seemed to be a strategy that drew massive attention to the movie theater experience. Whether by design or accident, it was clear that these movies were a hit. Universal Pictures' "Wicked" has grossed $262.4 million domestically after earning an additional $80 million from Friday to Sunday. Paramount Pictures' "Gladiator II" has grossed $111.2 million and earned $30.7 million during the same period. The two films, which both opened on November 22, were quickly given the portmanteau "Glicked", similar to the "Barbenheimer" craze of "Barbie" and "Oppenheimer" in 2023. The Christmas action movie "Red One", distributed domestically by Amazon MGM Studios and internationally by Warner Brothers Discovery, snagged the No. 4 spot and earned $12.89 in its third weekend. Warner Bros. Discovery is the parent company of CNN. "Red One" was followed by Lionsgate's "The Best Christmas Pageant Ever", which grossed $3.27 in its second weekend. The box office is expected to have leftovers after this Thanksgiving haul. The three biggest movies are likely to have long life spans and continue to draw attention for weeks to come. Daniel Loria, editorial director at The Boxoffice Company, pointed out that "Gladiator II" doesn't have direct competition until mid-December when Sony's "Kraven the Hunter" is released. "Moana 2" won't face an animated family movie competitor for a few weeks when both "Sonic the Hedgehog 3" and "Mufasa: The Lion King" are released on December 20. There will also be interactive showings of "Wicked" in about 1,000 North American theaters starting December 25, allowing audience members to sing along with the movie. Some moviegoers have faced difficulties in buying advanced tickets but are likely to be drawn in for other showtimes in the coming weeks, according to Michael O'Leary, president and CEO of the National Association of Theatre Owners. Loria emphasized that Universal, Paramount, and Disney focused on theatrical-driven marketing campaigns that movie theater companies could leverage. Seventy-five percent of all showtimes were for the three most popular movies this weekend. This meant that movie theaters stepped up to cater to three distinct audiences: those seeking epic historical action, musical fantasy, and animated adventure. Dergarabedian stated that the theater screen works in tandem with streaming services at home and can contribute to the long-term success of a movie. "That was additive and complementary: having the big screen and the small screen for Disney working together to build up the potential revenue and viewership," he said.

Reviving the Moviegoing Experience

Loria pointed out that Universal, Paramount, and Disney concentrated on theatrical-driven marketing campaigns that movie theater companies could utilize. According to data from Loria and The Boxoffice Company, 75% of all showtimes were for the three most popular movies this weekend. This indicated that movie theaters made an effort to meet the needs of three very different audiences. Those looking for epic historical action found "Gladiator II", those seeking musical fantasy were drawn to "Wicked", and those in search of animated adventure flocked to "Moana 2". Dergarabedian emphasized that the theater screen and streaming services at home go hand in hand and can enhance the success of a movie over the long term. "That was additive and complementary: having the big screen and the small screen for Disney working together to build up the potential revenue and viewership," he said. This synergy between the big and small screens was crucial in reviving the moviegoing experience and attracting audiences back to theaters.