Insight of the Day: How ‘Moana 2,’ ‘Wicked’ and ‘Gladiator II’ Fueled Biggest Thanksgiving on Record

InsightTrendsWorld
Dec 2, 2024
5 min read

Findings:

The Thanksgiving box office saw a record-breaking $420 million in domestic revenue, surpassing the previous high of $315 million in 2018.
The success was driven by three major films: Moana 2, Wicked, and Gladiator II.
These films catered to diverse demographics, with Moana 2 attracting families, Wicked appealing to women, and Gladiator II resonating with men of all ages.

Key Takeaway: Strategic counterprogramming and films appealing to distinct audience segments have revitalized Thanksgiving moviegoing, proving that the right combination of releases can significantly boost box office performance.

Trend: Event-driven Box Office Revivals – Releasing multiple high-demand blockbusters simultaneously can draw diverse audiences back to theaters and create record-breaking revenue opportunities.

Consumer Motivation:

Family Bonding: Families flocked to Moana 2.
Cultural Connection: Musical enthusiasts supported Wicked.
Nostalgia and Epic Storytelling: Fans of historical epics embraced Gladiator II.

Drivers of the Trend:

Positive reviews and strong word-of-mouth marketing.
Diverse genres appealing to varied demographics.
Pent-up demand for blockbuster events after pandemic disruptions.

Target Audience:

Families with children (Moana 2).
Millennials and Gen Z women (Wicked).
Male audiences, especially fans of action and epics (Gladiator II).

Conclusions:

Thanksgiving 2024 proved that strong counterprogramming can defy traditional release spacing.
Success in the box office depends on delivering films that align with audience preferences and offer an event-like theatrical experience.

Implications for Brands:

Studios should invest in high-quality productions with cross-demographic appeal.
Marketing strategies should emphasize shared viewing experiences and cultural relevance.

Implications for Society:

Theaters remain a critical space for communal experiences.
Diverse film offerings encourage inclusive cultural representation and participation.

Implications for Consumers:

Consumers showed they value engaging, high-quality storytelling and shared entertainment experiences.
Positive reception suggests a return to theater-going as a preferred social activity.

Implications for Future:

Success of Moana 2, Wicked, and Gladiator II highlights the viability of releasing major films across diverse genres simultaneously.
Studios may increasingly adopt bold counterprogramming strategies to maximize holiday and event-driven revenue.

Consumer Trend: Revitalized Moviegoing – A resurgence in attending theaters driven by diverse, high-quality blockbusters.

Consumer Sub-Trend: Genre Inclusivity – Films tailored to specific audience demographics creating broader market appeal.

Big Social Trend: Cinematic Event Culture – Theatrical releases regaining their status as cultural milestones and shared experiences.

Local Trend: Strong attendance in U.S. theaters during holiday weekends.

Worldwide Social Trend: Global interest in blockbuster events underscores the universality of well-crafted storytelling.

Name of the Big Trend Implied by Article: Blockbuster Rebound.

Name of Big Social Trend Implied by Article: Shared Cultural Experiences Through Cinema.

Social Drive: The desire for community and shared experiences post-pandemic is driving audiences back to theaters.

Learnings for Companies in 2025:

Invest in Multi-Genre Strategies: Launch diverse blockbusters during peak holiday periods to attract varied audiences.
Leverage Cultural Touchstones: Market films as cultural events that demand a theatrical experience.

Strategy Recommendations for Companies in 2025:

Strategic Counterprogramming: Release films with distinct demographic appeals during the same period to maximize audience overlap.
Elevate Theatrical Experiences: Promote the unique benefits of seeing films in theaters, including premium formats and event screenings.
Collaborative Marketing: Develop cross-studio collaborations for combined holiday campaigns to drive overall attendance.

Final Sentence (Key Concept): The record-breaking Thanksgiving box office demonstrates that diverse, high-quality blockbusters can successfully reignite the appeal of theaters as cultural and communal spaces.

The success of Moana 2, Wicked, and Gladiator II during the Thanksgiving weekend can be attributed to several key factors, all of which contributed to their record-breaking performance. Here's a detailed breakdown:

1. Multi-Genre Appeal (Diverse Demographics)

Each movie targeted distinct audience segments, ensuring that the entire family had something to watch:

Moana 2: Family-friendly and nostalgic, appealing to children, parents, and fans of the original film. Disney's strong branding and marketing further amplified its appeal.
Wicked: A musical adaptation that resonated with young women, theater enthusiasts, and fans of the original Broadway production, offering a unique big-screen experience.
Gladiator II: A sequel to a beloved historical epic, attracting older male audiences and action film fans with its grandeur and compelling story.

Reason for Success: This strategic diversification ensured a broad demographic reach, drawing audiences across multiple segments.

2. Sequel Power and Established IPs

All three films leveraged the success of existing franchises:
- Moana 2 built on the massive global success of the first Moana (2016), tapping into nostalgia while introducing new stories for younger generations.
- Wicked capitalized on decades of popularity as a Broadway classic, finally bringing it to the silver screen.
- Gladiator II resurrected an iconic film, appealing to fans of the original (2000) and younger viewers intrigued by the historical drama genre.

Reason for Success: Established intellectual properties (IPs) already had a loyal fan base, reducing marketing barriers and increasing opening-weekend excitement.

3. Timing and Thanksgiving Holiday Boost

Thanksgiving is a prime time for moviegoing, with families looking for activities and entertainment during the holiday break.
The diverse lineup ensured that group outings (families, friends, couples) could find a film suited to their tastes.

Reason for Success: Strategic release timing maximized attendance during a high-traffic holiday period.

4. Effective Marketing and Anticipation

Moana 2: Disney’s marketing machine leveraged nostalgia, nostalgia-based merchandise, and a strong online presence.
Wicked: Promoted as a long-awaited adaptation, generating buzz through sneak peeks and teasers of Ariana Grande and Cynthia Erivo.
Gladiator II: Highlighted Ridley Scott’s direction and Paul Mescal’s rising stardom, supported by trailers emphasizing epic scale and emotional depth.

Reason for Success: Pre-release campaigns built anticipation, creating a sense of urgency and FOMO among audiences.

5. Positive Word of Mouth and Reviews

Strong early reviews and audience reactions reinforced enthusiasm, driving repeat viewings and encouraging late adopters to join the crowd.
Social media amplified these sentiments, especially for Wicked and Moana 2, where hashtags and fan discussions became trending topics.

Reason for Success: Positive word of mouth magnified the initial buzz, sustaining momentum over the weekend.

6. Exclusive Theatrical Experience

Unlike streaming-first releases, these films emphasized the grandeur of the theatrical experience, with epic visuals (Gladiator II), vibrant musicals (Wicked), and family-friendly entertainment (Moana 2).

Reason for Success: The big-screen experience offered a communal activity during the holidays, drawing audiences back to theaters.

7. Counterprogramming Strategy

By offering distinct genres (family animation, musical drama, historical epic), the films avoided cannibalizing each other's audiences. This ensured that viewers had multiple reasons to visit the theater over the holiday.

Reason for Success: Complementary programming ensured maximum audience turnout without competition among the films.