Barbie and Oppenheimer released the same day in theaters: July 21, 2023. It isn't unusual for two films to come out on the same day, but the scenario around these two definitely was. When big studios find out they are sharing a release date with another highly anticipated film, oftentimes, one of those films will move. This is largely due to the fact that they don't want the box office of their cinematic opponent carving in to theirs. As these films, dubbed "Barbenheimer" by the public, grew closer, it was clear that neither of them would be moving. In an unusual turn of events, the public began to embrace it. People wanted to "pull a Barbenheimer" meaning they would go to the theater on that opening day, or one soon after, and see both films in the same day. It is hard enough to get people into the theaters for one film nowadays, so why were these so special? In this piece, I want to analyze why people were so eager to run out to the theaters and check these films out. As always, I would love to hear from you. Did you go see these films? Did you see them the same day? Did you pick one? Did you avoid them? Let me know! Now let's get into the reasoning as to why Barbenheimer became a cultural phenomenon.
Franchise Fatigue
Roughly over a decade ago, the Marvel Cinematic Universe began with 2008's Iron Man. This was the first film in a connected universe that quickly took the world by storm. 2012's The Avengers was the nail in the coffin. Seeing characters like Iron Man, Thor, Black Widow, Captain America, Hawkeye, the Hulk, and more return from the first five films in the franchise was unlike anything that came before. It only grew from there. Then this was a formula that everyone wanted to copy. It was shortly after that Star Wars returned to the big screen with The Force Awakens in 2015. This was something that made more franchises want to return from the grave upon seeing how profitable a return could be for them. Fast forward to our current year, 2023. To go to the movies it feels like you have to do so much homework. Take the Marvel Cinematic Universe (MCU) for example. If you wanted to go see the upcoming film, The Marvels, and wanted to make sure you were caught up, you would have to watch almost 30 movies, a couple of specials, and several tv shows. 2023 is a big year for franchise films. Barbenheimer was something different. You did not have to watch a bunch of stuff or watch recaps or ask friends questions. You were going to the theater for powerful self-contained stories instead of another piece in a long story. Don't believe me about the increase in franchise films, the list below will feature just some of the franchises coming out with new entries this year.
- The Marvel Cinematic Universe
- The DC Extended Universe
- Scream
- Saw
- The Hunger Games
- Transformers
- Magic Mike
- Evil Dead
- Fast and Furious
- Insidious
- The Conjuring
- Mission Impossible
- Agatha Christie's Hercule Poirot
- Rocky
- Indiana Jones
- John Wick
- Children of the Corn
- The Equalizer
- My Big Fat Greek Wedding
- Expendables
- The Exorcist
- Pet Sematary
- Trolls
I am sure there are some that I missed and that isn't even counting film franchises that branched out into television like Star Wars and Chucky. Barbenheimer offered something fresh that no one was sick of and no one had to prepare for.
New, but Familiar
Now with my last point, you may be asking yourself why Barbie and Oppenheimer were still able to topple over other new brands and properties. One of those reasons is that they are new, but they are also recognizable. Almost everyone knows what a Barbie is. The product has a built-in fanbase. Even those who grow out of it, or never had them, will probably still want to check out the film for reasons like nostalgia or just general familiarity. Oppenheimer is based on an important historical figure, and the story of the atomic bomb is quite the compelling one. Many wanted to learn more about such a unique story, another story that is quite unique.
All Star Casts
Daring Directors
With any movie released by directors Christopher Nolan and Greta Gerwig, the expectations are high. Nolan is known for many films including: Inception, Tenet, Interstellar, Dunkirk, Memento, The Dark Knight Trilogy, and more. Gerwig has less works to her name, but they have proven so popular that fans are always eager for her next release. Lady Bird and Little Women (2019) have both garnered quite the fan base, many saw Barbie as another slam dunk for Gerwig and eagerly anticipate what she does next, which seems to be The Chronicles of Narnia for Netflix.
Awards Contenders
Another reason people try to check out certain movies is because they are awards contenders. Many feel this is the way to tell the best of the best from the mediocre. Especially with streaming, people are more selective about why they go out to the movies. Many are expecting these two films to duke it out in a metaphorical "round two" on the awards circuit. Having seen both of these, I am expecting for both of them to sweep the ceremonies.
Marketing Campaigns
Barbie had a stellar marketing campaign, most of which happened just before the strikes started. Oppenheimer's marketing more subtle, which happened to work in its favor. It didn't do anything special or flashy like Barbie. The stark contrast between the campaigns worked in the favor of both films because it felt more on-brand for each of these films.
Peer Pressure
Hyping up Barbenheimer became a quick trend on the internet. Many started booking a double-viewing as soon as tickets went on sale. You couldn't hide from Barbenheimer fever, so everyone embraced it. It felt like the must-do thing of the summer, so quickly everyone started flocking to their closest movie theaters. I know many who don't typically go to the movies, who made exceptions for one or both of these pictures.
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