amid its controversial decision to send a year’s worth of movies to streaming and made “Oppenheimer” with Universal instead. plopped “Barbie” on the weekend as a slight to Nolan, who had opened many films for the studio in that corridor including “Inception” and “Dunkirk.” He left Warner Bros. Is the competition real, though, or just a meme? Some in Hollywood wondered if Warner Bros. “Oppenheimer” has the bomb, the alluring mystery and the big screen hook, but it’s not the kind of movie that lends itself to, say, a frozen yogurt collaboration. In other words, the “Barbie” campaign can go nuclear. One has infinite opportunities for very pink, sparkly photo opportunities, whimsical brand partnerships for seemingly everything from underwear to pool floats, large-scale fan events with autograph signings and pop stars like Billie Eilish posting about the soundtrack. and Universal - as though it’s possible to compare two extraordinarily different campaigns. The showdown has made armchair marketing experts out of everyone, quick to scrutinize every move by Warner Bros. If you see ‘Oppenheimer’ last then you might be a bit of a psychopath,” she diagnosed at the London premiere. “I think that there’s a very specific order that if you see them in. “Barbie” actor Issa Rae thinks there's a reason for that. "I think actually start your day with ‘Barbie,’ then go straight into ‘Oppenheimer’ and then a ‘Barbie’ chaser.”Ĭruise - whose “Mission: Impossible – Dead Reckoning Part One” opened a little over a week before the “Barbenheimer” showdown - said at his premiere he'd plan to see both on their opening day, likely starting with “Oppenheimer,” which seems to be the internet's preferred viewing order as well. “It’s a perfect double bill," said Robbie at her movie's London premiere Wednesday. Even Margot Robbie - Barbie herself - and Tom Cruise, the star of another summer blockbuster, have started plotting the ideal “Barbenheimer” day. If you're counting, that's 294 minutes of moviewatching.
“You’re certainly aware of both movies in a more profound and compelling way than I think might have otherwise happened had they been released on different weekends.”ĪMC Theaters reported that 20,000 of its AMC Stubs members had purchased tickets for a double feature.
“'Barbenheimer' is a marketing gift borne out of social media and I think it’s benefiting both films,” said Paul Dergarabedian, the senior media analyst for analytics firm Comscore. Awareness could not be higher, the conversation couldn’t be louder, and neither film even has official reviews out yet. On one level, it’s a marketing department’s dream. Never mind that many of those fans overlap - the memes, allegiances, and T-shirts were just too fun.īoth movies often trend on social media when the other releases a new asset - a trailer, a picture, an interview. It didn’t hurt that both Nolan and Gerwig have very passionate and very online fandoms eager to join in.
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