The cinematic universe is abuzz with the unique phenomenon known as "Barbenheimer," a trend that has taken the internet by storm ahead of this weekend's simultaneous release of "Barbie" and "Oppenheimer." The term is a portmanteau of the films' titles and highlights the stark contrast between the two movies, sparking a wave of comedic and enthusiastic responses from fans online. Variety has even gone so far as to dub it "the movie event of the year".
"Barbie," a fantasy comedy directed by Greta Gerwig, brings the iconic fashion doll to life, while "Oppenheimer," a biographical thriller penned and directed by Christopher Nolan, delves into the life and work of J. Robert Oppenheimer, the physicist known for his role in developing the first nuclear weapons during World War II. The simultaneous release of these two diametrically opposed films on July 21, 2023, in the United States and Canada, has given rise to the "Barbenheimer" phenomenon.
Originally, the Barbenheimer phenomenon started as a rivalry between the two films. But, as internet memes often evolve, it has since become a celebration of the counterprogramming strategy, where two completely different genres are showcased on the same day. The meme also managed to rope in actor Tom Cruise, whose film "Mission: Impossible - Dead Reckoning Part One," is still running in theaters. Cruise took part in the friendly rivalry by purchasing tickets to both films.
As their release date approached, numerous suggestions have surfaced to watch the films as a double feature. The actors in both films jumped on board, encouraging audiences to watch both movies on the same day. Fans and critics alike have been discussing the optimal viewing order, with most agreeing on watching "<a href="https://twitter.com/flickdirect/status/1681742153251278849" target="_blank">Oppenheimer</a>" first and then "Barbie."
The buzz around these two films, combined with the positive reviews they've received, is expected to lead to a landmark weekend at the box office. NATO projects more than 200,000 moviegoers in North America will experience the Barbie and Oppenheimer double feature on the same day. "Movies have once again confirmed their power to capture our cultural imagination, with the cinema proving to be the ultimate place to go to be part of a shared experience," says Michael O'Leary, President, and CEO of NATO.
The Barbenheimer phenomenon underlines the continued relevance of cinema as a shared cultural experience. The world will be eagerly watching this weekend's box office results, marking another chapter in the ongoing story of cinema's cultural importance.
All data and quotes are attributed to NATO, Harry Medved of The Cinema Foundation, and publicly available sources about the "Barbenheimer" phenomenon.
