The very online showdown between Greta Gerwig's 'Barbie' and Christopher Nolan's 'Oppenheimer' all started with a date: July 21.
It’s not uncommon for studios to counterprogram films in different genres on a big weekend, but the stark differences between an intense, serious-minded picture about the man who oversaw the development of the atomic bomb and a lighthearted, candy-colored anthropomorphizing of a childhood doll quickly became the stuff of viral fodder.
“‘Barbenheimer’ is a marketing gift borne out of social media and I think it’s benefiting both films,” said Paul Dergarabedian, the senior media analyst for analytics firm Comscore. “You’re certainly aware of both movies in a more profound and compelling way than I think might have otherwise happened had they been released on different weekends.”
The showdown has made armchair marketing experts out of everyone, quick to scrutinize every move by Warner Bros. and Universal — as though it’s possible to compare two extraordinarily different campaigns. There is an unspoken code of conduct: Never badmouth another studio’s film, publicly at least. This is partly decorum, especially when it comes to “box office showdowns” which all will say are a creation of the press and sideline spectators. But it’s also rooted in some truth: The conventional thinking is that having eyes on one movie is good for other movies — you see their posters and trailers and on some level everyone benefits.
“Not only is Tom Cruise the biggest box office star in the world, but he’s also an incredible ambassador for the movie theater, for the movie theater experience and boosting other movies,” Dergarabedian said. “And that collegial atmosphere within the framework of what is seen as the very competitive box office derby is kind of a nice thing.”
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The story behind Barbenheimer, the summer’s most online movie showdownThe very online showdown between Greta Gerwig’s “Barbie” and Christopher Nolan’s “Oppenheimer” all started with a date: July 21
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The story behind Barbenheimer, the summer’s most online movie showdownThe very online showdown between Greta Gerwig’s “Barbie” and Christopher Nolan’s “Oppenheimer” all started with a date: July 21.
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The story behind Barbenheimer, the summer’s most online movie showdownThe very online showdown between Greta Gerwig’s “Barbie” and Christopher Nolan’s “Oppenheimer” all started with a date: July 21.
Weiterlesen »