This Thanksgiving weekend has illustrated just how resilient the film industry can be in the face of setbacks, breaking records and setting new benchmarks for theatrical attendance and revenue. With an astounding estimated $422 million at the domestic box office, this holiday weekend is being hailed as a “national phenomenon” by AMC Theatres CEO Adam Aron. This exceptional figure has eclipsed the previous Thanksgiving record of $315.6 million set in 2018, marking a triumphant return to theaters post-COVID-19 and post-strikes.
The resurgence of box office numbers can be attributed to several compelling factors. The appetite for cinematic experiences has been rekindled among audiences, bolstered by highly anticipated releases such as Disney’s “Moana 2,” Universal’s “Wicked,” and Paramount’s “Gladiator 2.” The projected ten-day box office, which began with the opening of “Wicked” and “Gladiator 2” on November 22, is shaping up to be an impressive $681.5 million. These figures illuminate a marked shift in consumer sentiment, suggesting that the desire for shared moviegoing experiences has returned, even stronger than before.
Each of the high-profile titles has performed exceptionally well, carving out their place in the box office landscape. “Moana 2,” expected to secure a five-day opening of between $215 million and $220 million, is setting new Thanksgiving records. Similarly, “Wicked” has claimed the title of the highest-grossing film based on a Broadway musical, with a gross of $263 million, while also achieving the third-best five-day Thanksgiving take at $118 million. Meanwhile, “Gladiator II” is projected to earn a respectable $45 million amid the competitive lineup.
What stands out in this thriving cinematic environment is the effectiveness of counterprogramming. The presence of multiple tentpole films, each of which has garnered favorable audience ratings on Rotten Tomatoes—“Wicked” (96%), “Moana 2” (87%), and “Gladiator II” (83%)—illustrates that quality does indeed influence consumer choices. The coexistence of different genres and themes within the same timeframe has proven beneficial for the overall marketplace; successful tentpole films not only buoy their own box office performance but lift others as well.
Given the success seen this year, it is perplexing that major studios continue to hesitate when it comes to programming significant film releases during peak viewing periods. When studios become cautious about launching blockbusters simultaneously, they risk missing out on capturing a larger market share. This year’s success offers a clear message: do not shy away from utilizing the full potential of the marquee and booking substantial films, particularly during robust moviegoing periods like Thanksgiving.
The context of this Thanksgiving’s success is striking when compared to the box office performances in previous years. In 2021, audiences were still tentative about returning to theaters, with the figures reflecting that apprehension. Disney’s “Encanto” debuted to only $40.5 million, and top contenders like “Black Panther: Wakanda Forever” added around $63.8 million. The figures from last Thanksgiving were similarly lackluster, with “The Hunger Games: The Ballad of Songbirds and Snakes” earning just $42.2 million, showing that the recovery trajectory is not just linear, but rather a significant upward trend in consumer confidence.
Looking ahead, moviegoers can anticipate a packed slate with promising titles such as “Wicked: Part 2,” an Edgar Wright reboot of “The Running Man,” the continuation of the beloved “Zootopia” saga, and new offerings from studios like Angel Studios. The directors, actors, and creators involved appear poised to deliver engaging content that appeals to diverse audiences. As the industry gears up for what appears to be an even stronger next year, the underlying sentiment is that more options will only enhance the cinematic landscape.
This Thanksgiving weekend has redefined expectations for box office success. With strong releases and a renewed enthusiasm for theatrical experiences, the film industry appears to be on a solid path to recovery, setting the stage for future triumphs that can captivate audiences long after the holiday season has ended.