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Barbie and Oppenheimer have had an incredible opening weekend at the box office, revitalizing the cinema industry after a lackluster summer season.
Barbie achieved an estimated $155 million opening in North America, becoming the highest-grossing film of the year. The success can be attributed to the extensive marketing campaign carried out by toymaker Mattel and Warner Bros. On the other hand, Oppenheimer, a three-hour film about the “father of the atomic bomb,” surpassed expectations by earning an estimated $80.5 million in North America, well above the projected $50 million.
Directed by Greta Gerwig, Barbie became the fourth-highest grossing film debut in the history of the North American market, following two installments of the Avengers franchise and a Star Wars film. It’s also noteworthy as the highest-grossing film opening directed by a woman.
Barbie, starring Margot Robbie and Ryan Gosling, generated an estimated $182 million outside the US. Meanwhile, Oppenheimer, directed by Christopher Nolan and released by Universal, earned $93.7 million internationally, according to Comscore.
This outstanding performance is particularly impressive for films that aren’t part of established Hollywood franchises such as Star Wars or The Avengers, in the opinion of analysts and cinema executives.
“These films break away from the conventional summer blockbuster formula,” said Mike Sampson, director of field marketing for the Alamo Drafthouse cinema chain. “It’s refreshing to attract a different audience instead of the usual action-adventure crowd.”
Sampson believes that both films will continue to thrive in the upcoming weeks, and it’s not just their success but the buzz and conversations surrounding them that make them stand out.
These outstanding performances provide a much-needed boost to cinemas, which have been struggling due to the impact of Covid-induced shutdowns and production delays. Although cinemas have had a full slate of summer movies for the first time since 2019, ticket sales haven’t reached the levels of that year.
“Audiences recognized that something extraordinary was happening and they wanted to be a part of it,” said Michael O’Leary, president and CEO of the National Association of Theatre Owners.
Moreover, the friendly competition between Barbie and Nolan’s film about the dawn of the nuclear age, which led to viral memes, has exceeded fan expectations. According to the US cinema industry trade group, over 200,000 fans had purchased tickets to see both films on the same day in North America.
Paul Dergarabedian, senior analyst at research group Comscore, predicts that this weekend could be the second-highest grossing in box office history once the final numbers are released. It’s worth noting that this impressive feat occurred during the Hollywood actors’ and writers’ strike.
“This weekend is the ultimate box office achievement, especially considering the current turmoil in Hollywood due to the actors’ and writers’ strike,” Dergarabedian stated.
Due to strike rules, actors are unable to promote their films, although the studios had already initiated their marketing campaigns before the actors went on strike earlier this month. Nevertheless, the cast of Oppenheimer walked out during the film’s London premiere, and the New York premiere was canceled.
The box office results have far exceeded the original projections, thanks to the studios’ marketing efforts and the online buzz generated. Dergarabedian stated, “These films didn’t immediately scream ‘summer blockbuster,’ but they have shown that audiences seek out challenging content.”
Cinema owners have been capitalizing on the popularity of Barbie by offering themed concessions and promotions, some of which have completely sold out.
Sampson shared that audiences have been organizing Barbie slumber parties, which have helped boost sales of themed cocktails and merchandise. He added, “The Barbie lunchbox with Thermos and Barbie sunglasses have already sold out. It’s all selling really well.”
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