This Thanksgiving holiday marked a significant resurgence for movie theaters and live television events, with record-setting attendance and viewership. Moviegoers returned in droves to theaters, helping the box office hit a Thanksgiving Day record of over $57 million, nearly tripling the previous year’s total of $22.7 million. This impressive figure also eclipsed the 2018 Thanksgiving record of $41.9 million. Audiences’ increasing willingness to return to cinemas may reflect a budding post-pandemic trend, with several films performing exceptionally well, representing diverse genres and appealing to a wide range of audiences. Long-standing Thanksgiving traditions such as the Macy’s Thanksgiving Day Parade and NFL games also reported remarkably high engagement, demonstrating a strong appetite for live events.
Dominating the box office this year was Disney’s animated sequel “Moana 2,” which amassed an unprecedented $28 million on its opening day. This total surpassed previous records, including the initial box office of “Frozen II,” which was $14.96 million in 2016. Other films also performed admirably, with “Wicked,” in its second week, securing $17 million, and “Gladiator II” generating $6.7 million. The combination of family-friendly films, adaptations of beloved Broadway productions, and dramatic narratives drew audiences back to theaters, all receiving favorable ratings from Rotten Tomatoes, which likely contributed to their successes.
Over the entire Thanksgiving weekend, theatrical releases racked up an astonishing $412.8 million in sales, setting a new record compared to the previous high of $315.6 million in 2018. This resurgence indicates a remarkable bounce-back from the pandemic lows, with Comscore’s analysis suggesting that a well-coordinated marketing strategy and film scheduling led to substantial growth in box office revenues. CEO of AMC Theaters, Adam Aron, reported that nearly 8.8 million people attended movies at AMC theaters globally, representing the highest Thanksgiving figures recorded in the chain’s 104-year history. Disney set a new benchmark with “Moana 2,” which grossed $221 million, surpassing the previous Thanksgiving record set by “Super Mario Bros. Movie” earlier in 2023.
“Wicked” also made waves in the box office, earning $117.5 million over the five-day weekend. With a total gross of $262.4 million after its first ten days, it has become the highest-grossing Broadway adaptation to date domestically. Anticipation for its sequel “Wicked Part 2” is already building as it is scheduled for release next year, promising to capitalize on this success. Meanwhile, “Gladiator II” earned $44 million over the long weekend, demonstrating that audiences are embracing cinematic narratives that provide depth and drama, successfully drawing them away from home viewing options.
While movie theaters thrived, the traditional Thanksgiving television programming was no less successful. The 98th Macy’s Thanksgiving Day Parade attracted a record average audience of 31.3 million viewers. This figure surpassed last year’s count of 28.5 million and has led NBC to renegotiate broadcast rights, potentially raising ad costs significantly due to increased demand. The parade concluded its live broadcast with substantial engagement on streaming platforms like Peacock, representing a noteworthy shift in media consumption patterns where live events are commanding attention.
After the parade, the NFL games dominated viewership, with the first game featuring the Detroit Lions and Chicago Bears, followed by an immensely popular matchup between the New York Giants and Dallas Cowboys. Although this latter game had lower overall ratings compared to previous years, it still attracted 38.5 million viewers, marking it as one of the most-watched regular season games this season. The prime-time game airing on NBC featuring the Green Bay Packers and Miami Dolphins maintained solid numbers, showcasing the continuing appeal of NFL games during holiday seasons. Overall, the Thanksgiving experience this year reflected a victorious return for both theatrical releases and live television formats, highlighting a collective celebration of events that bring audiences together, reminiscent of pre-pandemic traditions.
