The Origin of Barbenheimer: The Summer’s Top Internet Movie Clash

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The online clash between Greta Gerwig’s “Barbie” and Christopher Nolan’s “Oppenheimer,” aptly dubbed as “Barbenheimer,” kicked off with a common date: July 21.

Film studios frequently schedule contrasting films on the same weekend to attract diverse audiences. However, the stark differences between the thought-provoking depiction of the atomic bomb’s architect in “Oppenheimer” and the vibrant, whimsical portrayal of the iconic Barbie doll, quickly went viral.

The term “Barbenheimer,” derived from this unusual pairing, hasn’t yet found a place in the AP Stylebook but for this article, we’ll adopt it anyway.

The passionate and highly active online fanbases of both Gerwig and Nolan were quick to participate in the growing frenzy. The overlap of fans between the two films only amplified the meme production, fan alliances, and fun merchandise.

The two films’ popularity online often spikes whenever new promotional material is released. It’s every marketing department’s dream scenario – high levels of awareness, loud conversations, and no official reviews to sway opinions yet.

Paul Dergarabedian, senior media analyst for analytics firm Comscore, commented, “‘Barbenheimer’ is a marketing boon created by social media, which I think is advantageous for both films. It creates a deeper awareness and interest than if the films were released on different weekends.”

Indeed, the hype is so strong that AMC Theaters reported that 20,000 of its AMC Stubs members have already bought tickets for a double feature of the two films. Even stars like Margot Robbie and Tom Cruise have been mulling over their ideal “Barbenheimer” day.

Robbie suggested at the London premiere of her movie, “I think start your day with ‘Barbie,’ then dive straight into ‘Oppenheimer,’ and finish off with another round of ‘Barbie’.”

Every aspect of the marketing for both films has been scrutinized and compared, revealing their distinct strategies. The “Barbie” campaign’s bright, sparkly photo ops and imaginative brand collaborations contrast sharply with the mystery and gravitas of the “Oppenheimer” marketing.

There are rumors that this showdown could be a jab from Warner Bros. at Nolan, who had a history of releasing summer blockbusters with them, but defected to Universal following Warner Bros.’ controversial streaming strategy. However, inciting a box office war doesn’t seem logical for a studio rumored to be trying to win back Nolan.

In Hollywood, it’s frowned upon to publicly criticize a rival studio’s film. The general consensus is that increased attention for one movie can benefit others. This is particularly true in this digital age where movie stars can also participate, as evidenced by Tom Cruise, who, despite losing IMAX screens for “Mission: Impossible” to “Oppenheimer,” supported all three films on social media.

However, despite the camaraderie, everyone wants to take the top spot. “Barbie” and “Oppenheimer” both have reported production costs of $100 million and there is speculation about which will take the lead. Box office tracking currently suggests “Barbie” may win, but “Oppenheimer” could enjoy a long, steady run towards awards season.

The last time Warner Bros. and Universal had a similar showdown was back in 2008, when “The Dark Knight” faced off against “Mamma Mia!” This summer’s “Barbenheimer” showdown is placing a lot of pressure on both films to succeed and boost the struggling summer box office, especially amidst larger issues such as the actors joining the writers on strike.

But even with just over a week to go, the clash continues to entertain. Even “Barbie” co-star Will Ferrell added to the playful rivalry at the London premiere. “I think the world maybe wants to see ‘Barbie’ a bit more right now,” Ferrell teased.

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London-based AP journalist Sian Watson contributed to this report.

MORE ‘BARBENHEIMER’ RELATED STORIES:
Q&A: Robert Downey Jr. discusses the nuanced portrayal of the Manhattan Project in ‘Oppenheimer’
Vietnam bans ‘Barbie’ movie over controversial territorial claim illustrated in the film
Christopher Nolan shares his preferred ways to watch a movie, ahead of his ‘Oppenheimer’ release

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