What does it take to lure people away from streaming and back into long-vacant movie theater seats? It turns out bubble-gum pink nostalgia, several dozen retail collaborations and omnipresent marketing will do the trick.
In the opening weekend of “Barbie,” the highly anticipated film directed by Greta Gerwig brought in $162 million. That’s the highest-grossing opening weekend ever for a film directed by a woman and the 20th highest-grossing film opening weekend of all time, according to Box Office Mojo by IMDB Pro, a site that tracks box office revenue.
The hype machine fueled Barbie’s success “Barbie” tells the story of Barbie, played by Margot Robbie, who lives in Barbie Land with many other Barbies and Kens. An existential crisis leads her and Ken, played by Ryan Gosling, to travel to the real world in search of purpose. The release of “Barbie” was timed well for very-online consumers. The film’s opening on July 21 landed on the same day as the release of Christopher Nolan’s “Oppenheimer” — a biographical thriller about J. Robert Oppenheimer’s work on the Manhattan Project that led to the first nuclear bombs. The bizarre juxtaposition of the two very different films by critically acclaimed directors quickly led to a social media phenomenon: Barbenheimer.
The social media fervor challenged moviegoers to see both films in succession, spurring theaters to market double-feature ticket packages. The theater giant AMC AMC reported that 87,000 members of its loyalty program AMC Stubs booked tickets to see both films on the same day.
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