Movie theaters across the country hope to inspire audiences to dance through life – or at least through their lobbies and into their seats – when Bad opens on big screens on Friday.
If the movie musical doesn’t entertain you, they have plans for that Gladiator II fans too.
The two films – one is a retelling of the famous one Wizard of Oz story and the other a thirst trap from the Roman Empire – may not have much in common beyond their shared opening date of November 22nd. But after 2023 Barbie-meet-Oppenheimer social media phenomenon (that’s “Barbenheimer,” in case you’ve forgotten) – and a combined domestic gross of $966 million – movie theaters are once again trying to defy the gravity of the box office and have some heavy thematic fun at the same time.
Audiences can purchase tickets to his film at Alamo Drafthouse Cinema locations Bad movie parties, which offer everything from themed props like green-tinted glasses like the ones Elphaba wears to pink bubbles, Shiz University notebooks and broom pens. That is an addition Bad-custom food and beverage menu items and merchandise.
Partygoers are even “encouraged to get up and dance or sing if you wish,” something not otherwise allowed at regular screenings, Alamo Drafthouse chief marketing officer Chaya Rosenthal told Yahoo Entertainment.
The theater chain is also hosting separate Emerald City soirees at select bars before or after screenings so audiences can keep the party going “in a way that doesn’t disrupt others during the moviegoing experience,” she said.
“Barbie was huge for us,” Rosenthal explained, “and it really set us on a path of, how can we create more fun, experiential merchandise that enhances the experience.”
Other movie theater chains, like B&B Theaters, are building experiences around both films, complete with themed backdrops and step-and-repeat banners for Instagrammable red carpet moments.
For Bad fans, the chain rolls out pink and green carpets, with employees dressed as Glinda and Elphaba. Theaters will even be decked out with special lighting that shines pink and green for the Oz-theme film.
B&B will also sell Gladiator II helmet-covered popcorn buckets for the Paul Mescal-Pedro Pascal film, along with themed drink specials such as Bad. Don’t be surprised to find lobby staff dressed as Roman warriors and theaters using a lighting system to create “a creamy Colosseum look” for the Ridley Scott-directed film.
The Gladiator II popcorn bucket. (Courtesy of B&B Theaters)
Moviegoers are even encouraged to dress up, but no masks or weapons are allowed.
Once Bad changed the opening date to July to coincide with the Gladiator II release, B&B Theaters president and head of content, programming and development Brock Bagby told Yahoo Entertainment: “We immediately started working on how we can make it an event weekend, and how we can capitalize on these two films that typically have two have different target groups. .”
Jordan Hohman, vice president of project development at Phoenix Theaters, echoed the sentiment.
“As for the comparison with Barbie Oppenheimer, maybe ‘Glicked’ doesn’t roll off the tongue as well as ‘Barbenheimer’, but I think there are a lot of similarities here. You’re watching a mix of films with a lot of good counter-programming,” he told Yahoo Entertainment.
“We’ve always tried to organize these films that way, whether it’s inviting cosplayers to take pictures with customers or encouraging people to really get into it,” he added .
Of Bad serving as “the largest pre-sale ticketed preview film in the history of [Phoenix Theatres’] business,” said chain president Cory Jacobson, Phoenix added themed concession items, including premium popcorn cans with LED lights.
Mike Bowers, president and CEO of Harkins Theaters, called this movie combination “the perfect storm to get everyone out,” telling Yahoo Entertainment that the chain has been “hosting movies” since its founding in 1933 – and plans to continue “ Glicked. ”
“Whether it’s specialty cocktails or of course the famous popcorn barrels and lobby interactions and things like that for the guests,” he explained, “it goes beyond just going to the movies and going home. They get the opportunity for an Instagram moment and something that is shareable.”
Those social media moments can even include photos showing some of the costumes Gladiator II at one of its locations.
With so many movies and TV shows available to stream at home, movie theaters are looking for that edge when it comes to bringing people to the theater. While many people enjoy going to the theater for the experience, Rosenthal said others need that “extra push.”
“Those FOMO moments are really helpful because you see a lot of people you know at the theater enjoying these limited edition menu items or merchandise or giveaway items,” she said, “and it really helps to re-encourage people that it is a must-see in a theater on the big screen.”
Building community also plays a big role as audiences move further away from the pandemic and people look to connect IRL.
“We go out of our way to create these social spaces where you can linger longer and hang out and talk about that and have your pink cocktail for a nightcap or whatever it is,” Bagby said, referring to one of the B&B Theaters. Bad-themed drinks.
Alamo also wants to lean into that solidarity and hopes that fans of Bad And Gladiator II can connect through the cinema experience.
“We really embrace each of the communities that we’re in and create customized events that get people out and together and socializing and finding like-minded people,” Rosenthal said. “I definitely think people need that [have] a desire to be part of something bigger when they are in the theater.
