An employee adds letters for upcoming film releases “Oppenheimer” and “Barbie” to a marquee at the Colonial Theater in Phoenixville, Pennsylvania, July 16, 2023.
Hannah Beier | The Washington Post | Getty Images
Hollywood witnessed a groundbreaking weekend at the box office, unlike anything seen in years. The success wasn’t driven by the usual superheroes or sequels. Instead, it was the combination of fresh storytelling, a fear of missing out on a cultural moment, and a desire to watch movies on the biggest screens possible.
“Barbenheimer” weekend stood out by positioning the films “Barbie” and “Oppenheimer” as must-see movies in theaters, especially when enjoyed with friends,” said Mike Polydoros, CEO at cinema marketing firm PaperAirplane Media.
‘At a crossroads’
Warner Bros. Discovery’s “Barbie” and Universal’s “Oppenheimer” arrived at a time when even the most dependable franchise movies failed to attract audiences. The ticket sales for Marvel, DC, and other popular film series like Mission Impossible and Fast and Furious have been declining since the Covid-19 pandemic.
Movie nostalgia alone is no longer enough to entice consumers to leave their homes for theaters.
“The industry is facing a critical juncture,” said Shawn Robbins, chief analyst at BoxOffice.com. “The success of ‘Oppenheimer’ and ‘Barbie’ demonstrates the need for studios to think outside the box and give creative talent the freedom to excel. Gone are the days when brand recognition alone could guarantee massive audiences.”
The FOMO effect
“Barbenheimer’s” unprecedented success can be attributed to the sense of urgency that has been lacking in the box office in recent months. “A fear of missing out on such a special moment motivated people to see one or both films sooner than they normally would have,” said Robbins.
Audiences were drawn to the cinemas to experience “Oppenheimer” on the biggest screens or in specialty theaters showing the exclusive 70mm footage of Nolan’s biopic. Nolan’s commitment to practical effects and stunning visuals has made his movies true cinematic events.
For “Barbie,” the communal experience of going out in large groups, dressed in bubblegum pink, and the allure of Greta Gerwig’s sharp dialogue and female-driven stories were major attractions for moviegoers.
Another factor contributing to the films’ success was their stark differences. “The Barbenheimer meme played a significant role in organically propelling their popularity beyond typical movie promotion,” said Robbins. He added that both films would have been box office hits individually, but the unique circumstance of their simultaneous release elevated their profiles to a whole new level.
The trend of watching both movies on the same day, fueled by memes, drove hundreds of thousands of people to theaters over the weekend. Normally, two films from rival studios opening on the same weekend would lead to a cannibalization of ticket sales.
“The serendipitous nature of their simultaneous release added an extra element of excitement,” said Robert Thompson, a professor at Syracuse University and pop culture expert. He noted that the momentum of “Barbenheimer” is still going strong.
IMAX screens showing the 70mm version of “Oppenheimer” are sold out for weeks, and “Barbie” continues to attract moviegoers even on weekdays. On Monday, “Barbie” set a record for Warner Bros., earning $26 million, the highest Monday total for a female director. It added another $26 million on Tuesday, bringing its domestic box office to $214 million in just five days.
“Barbenheimer” will face some competition from Disney’s “Haunted Mansion” in the upcoming weekend, but analysts expect strong word-of-mouth and repeat viewings to sustain ticket sales for both “Barbie” and “Oppenheimer” in the following weeks.
“These films won’t face significant
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