Barbenheimer (/ˈbɑːrbənhaɪmər/ BAR-bən-hy-mər)[a] is a cultural phenomenon that preceded and continues to surround the simultaneous theatrical release of two films, Warner Bros. Pictures' Barbie and Universal Pictures' Oppenheimer, on July 21, 2023. Coined from the titles of these contrasting movies, the term sparked internet amusement, spawning memes, merchandise, and discussions. Polygon labeled the pairing as "extreme opposites," while Variety hailed it as "the movie event of the year."
The synchronized release was a strategic counterprogramming move. Rather than fostering competition, it sparked debates on watching both films as a double feature and the order in which to view them. Cast members from both films encouraged audiences to embrace the unique cinematic experience. Notable figures like Tom Cruise participated, exemplifying the excitement surrounding the phenomenon.
Despite initial perceptions of stark differences, both Barbie and Oppenheimer resonated with audiences and critics alike, surpassing box office predictions and earning critical acclaim. The joint opening weekend marked a significant milestone in the American box office, with both films ranking among the top-grossing releases of 2023. Furthermore, they dominated the awards season, accumulating numerous nominations, including Best Picture nods at the Academy Awards.
The genesis of the Barbenheimer concept traces back to online banter, gaining traction as the release date approached. Fan enthusiasm manifested in various forms, from social media memes to merchandise sales. The term also sparked discussions on viewing orders and double feature experiences, enriching the cinematic discourse.
In the context of the broader film landscape, Barbenheimer exemplifies the power of counterprogramming and audience engagement. Its impact reverberated beyond the box office, revitalizing the film industry amidst challenging times. As the New York Times aptly noted, it marked a fleeting moment of cinematic joy amid impending industry challenges.
History
Release Date Dispute
In December 2020, citing the impact of the COVID-19 pandemic on cinema, WarnerMedia, the then-parent company of Warner Bros. Pictures, announced it would release all 17 of its upcoming 2021 films exclusively on its streaming service, HBO Max, in what was nicknamed "Project Popcorn." This decision was heavily criticized the same month by director Christopher Nolan, whose films had been distributed by Warner Bros. since 2002's Insomnia.
In a statement to The Hollywood Reporter, Nolan said, "Some of our industry's biggest filmmakers and most important movie stars went to bed the night before thinking they were working for the greatest movie studio and woke up to find out they were working for the worst streaming service." He also said that Warner Bros. "[doesn't] even understand what they're losing," and that the "decision [made] no economic sense." Warner Bros. eventually backed off from the streaming-exclusive releasing plan for their feature films in March 2021.
Nevertheless, after Warner Bros.' initial plan, Nolan met with several rival studios, and announced in September 2021 that his next film, Oppenheimer, would be distributed by Universal Pictures instead of Warner. Conditions for making his next film with Universal included: a budget of $100 million, a marketing budget of equal size, creative control, 20% of first-dollar gross, a blackout period whereby the studio would not release another movie three weeks before or after release and, to ensure it would not land on a streaming service immediately, a 100-day theatrical window.
The following month, Universal announced the July 21, 2023, release date for Oppenheimer. Warner Bros. had originally scheduled the Looney Tunes-related comedy Coyote vs. Acme to be released on the same date of July 21, but in April 2022, the studio announced that the film Barbie would be released on that date instead, having it directly compete against Nolan's film.
Nolan's disagreement with Warner was cited as the principal cause of this decision, with Insider speculating that the decision to release the long-in-development Barbie directly opposite Oppenheimer may have been revenge against Nolan for ending his collaboration with the company. The mid-July date was relevant, beginning with The Dark Knight and with the exception of Interstellar (which was released in early November 2014, as distributed by Paramount Pictures in the United States and Canada, and by Warner Bros. internationally) and Tenet (which was delayed from the original release date of July 17, 2020, following the COVID-19 pandemic), Nolan's films have been released in mid-July.
Newly appointed Warner Bros. heads Michael De Luca and Pamela Abdy later stated that they wished to reconcile with Nolan; box office experts questioned why Warner refused to move Barbie's release date if they wished to restore relations with Nolan. According to Margot Robbie, Oppenheimer producer Charles Roven called her and suggested they move the release date for Barbie, but she declined.
Nolan was reportedly annoyed by Warner Bros.' decision to schedule Barbie on the same date as Oppenheimer. Despite this, when asked by an Insider reporter whether his split with Warner was indeed the cause of Barbie's release date, Nolan laughed and said he was "not going to answer that question," adding that theaters now have "a crowded marketplace with a lot of different movies ..., and those of us who care about movies are thrilled about that." When asked about the films sharing the same release date, Nolan told an IGN reporter that a "crowded marketplace" is "here and that's terrific."
Public Reaction
The first known use of the term "Barbenheimer" was in a post on Twitter dated April 15, 2022, by Matt Neglia, editor-in-chief of the entertainment awards website Next Best Picture. The post made fun of the fact that both films seemed to be constantly announcing new cast members. Neglia later said he did not remember writing the post. Use of the term gained pace in 2023, as Internet users noted the juxtaposition of the films and posted memes on Twitter.
Fan-made posters for Barbenheimer circulated online. Shirt designers on Etsy began creating merchandise based on the Barbenheimer phenomenon. Early versions of these shirts directly used the wordmarks of the films and placed them side-by-side, while later versions used a Barbie-inspired "Barbenheimer" wordmark. Several tweets referenced the Sherbet Homes in Pacific Palisades, Los Angeles, side-by-side homes noted for one's black demeanor and the other's pink appearance.
Two Dallas video editors made US$14,400 selling Barbenheimer shirts. Businesses have also posted about the phenomenon; a Barnes & Noble store in Olympia, Washington, presented a "Barbeinheimer [sic] Starter Pack" on TikTok, accruing 30,000 likes.
A retired Boston University professor named Barbara Oppenheimer, a third cousin through her husband to J. Robert Oppenheimer, praised both films.
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