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Barbenheimer: A Genius Marketing Tactic?

Soph Johnson

Sophie Johnson

July has been a big month for new cinema releases, with Barbenheimer perhaps the most eagerly anticipated addition.

Friday 21st of July saw the release of two keenly-awaited movies: Barbie and Oppenheimer. Their launch did not come without a whole host of important questions. Which should you see first? Will Greta Gerwig’s unique style overpower the dark tones of Christopher Nolan’s releases? Which will be superior?

Some might argue that Hollywood made a mistake in releasing these iconic films on the same day. However, it seems that Barbenheimer has in fact been a genius marketing tactic, allowing for both releases to succeed at the box office.

Barbie vs. Oppenheimer

Greta Gerwig’s Barbie follows the adventures of Stereotypical Barbie, who lives within the matriarchal society of Barbie Land. After beginning to experience existential thoughts, Stereotypical Barbie learns that she must travel to the Real World to deal with her dark thoughts.

Oppenheimer, on the other hand, is more firmly grounded in reality. Based on the 2006 novel American Prometheus, the film tells the true story of J. Robert Oppenheimer’s role in World War II, as director of the Manhattan Project’s Los Alamos Laboratory. It focuses on the development of the atomic bomb until its testing in July 1945, when his staff witness the first nuclear explosion. Following this event, Oppenheimer wrestles with his guilty conscience and the further consequences for international relations.

A Double Feature Phenomenon

Cinema fans from all corners of the globe flocked to cinemas on the day of the dual release, opting to watch Barbenheimer as a double feature.

For those not in the know, Nolan was initially due to release Oppenheimer with Warner Bros. Pictures. But this partnership was cut short following their decision to release all 2021 titles simultaneously in theatres and on their Max service.

“Regardless of how we ended up with Barbenheimer, its cultural impact thus far has been monumental”

As such, Insider speculated that Nolan’s complicated history with Warner Bros. Pictures is what gave us Barbenheimer, with the Barbie team choosing to release the film on the same date as Oppenheimer as a form of revenge.

Regardless of how we ended up with Barbenheimer, its cultural impact thus far has been monumental, with fans even opting to make Barbenheimer trailers, t-shirts and other themed merchandise.

The lasting impact on cinema

Whilst an immense source of viewing pleasure for audiences, the Barbenheimer phenomenon has also arguably been wonderful for cinema.

“the double-feature concept has been dubbed a potential renewal of American cinema”

Many independent cinemas have leaned into the phenomenon with their marketing, offering discounted tickets for those seeing both movies, or Barbenheimer deals on snacks and drinks. For example, Curzon in Sheffield has been serving up two for £16 Barbie cocktails.

According to The European Conservative, the double-feature concept has been dubbed a potential renewal of American cinema, encouraging many people to go to the cinema specifically to watch these films.

My personal preference is to watch Oppenheimer first, followed by Barbie, and it seems I’m not the only one. Issa Rae, who plays President Barbie, said in an interview with NPR that anyone who sees Oppenheimer second “might be a bit of a psychopath”, while CNN writer Scottie Andrew claimed that watching Barbie last is equivalent to “saving dessert for after dinner.”

Genius marketing tactics

“Many of us can’t remember a time when theatres were so busy, at least since before the pandemic.”

I strongly believe that, intentional or not, Barbenheimer was the perfect way to get people back into cinemas.

Many of us can’t remember a time when theatres were so busy, at least since before the pandemic. This box office boom has brought a whole host of benefits for the industry, especially independent cinemas.

According to Sky News, almost a fifth of all those attending Vue cinemas booked to see both movies on the same day. Perhaps, then, we can be hopeful that Barbenheimer is the start of a shift in viewer activity, away from streaming services and back to the traditional silver screen experience.

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Image courtesy of Alexandre Dinaut on Unsplash. No changes were made to this image. Image license found here.

Soph is a self-proclaimed musicophile, hot chocolate connoisseur, and a sort-of polyglot. She is also an avid lover of film photography, movies, and books.

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