by Olivia Mangelli, Staff Writer
On July 21, two of the most anticipated movies of the year were simultaneously released in theaters worldwide. “Barbie,” directed by Greta Gerwig, starring Ryan Gosling as Ken and Margot Robbie as Barbie, and “Oppenheimer,” directed by Christopher Nolan and starring Cillian Murphy, took the world by storm because of their shared release day. Social media quickly labeled this occurrence as “Barbenheimer.” Many businesses like clothing shops, bookstores, coffee shops and cafes used this theatrical release to promote their own line of Barbie and Oppenheimer-themed merchandise. Many people on social media were hyping up these movies for months, noting how they were going to go about seeing this double feature with the plots being humorously different.
Students on campus review the movies coming out the same day and the marketing associated with each as refreshing, brilliant and something that brings excitement around going to the movies.
Sophomore childhood education major Rachel Fisher found it hysterical that the movies came out the same day and planned a whole day to see both of them back to back.
“My friends and I planned out a day to see the movies in one go. We wore pink dresses to Barbie and then changed at the theaters into more business-like clothes for Oppenheimer. It was such a fun experience, and seeing so many other people at the theater do the same thing was so amusing,” she shared.
Major brands and companies developed products and merchandise related to the films and their distinctive wardrobes. The ice cream shop Cold Stone Creamery had a “Barbie” themed ice cream creation, while bookstore chain Barnes and Noble had a “Barbenheimer” starter pack on display, with books and magazines relating to both topics. Further, fast food company Burger King released “Barbie”-themed burgers, shakes and Ken-themed fries.
Junior business major Tarquin Benstock shared his annoyance at the prevalence of “Barbenheimer” marketing on and off social media.
“I understand hyping it up, but it got to the point where everywhere I looked was something relating to Barbenheimer. And I already know there are going to be about a million people that are going to dress up for Halloween as Barbie, Ken, Oppenheimer or any other character [from the films]. But I will say congrats to the marketing teams that probably made so much money off the release of these movies,” Benstock said.
On the topic of Halloween, Fisher shared a similar opinion.
“I already know at least 10 people will be Barbie for Halloween, even my parents are going as Barbie and Oppenheimer, not even Barbie and Ken. They’re definitely going to be the most popular costumes this year for sure,” Fisher shared.
Although he didn’t appreciate the constant in-your-face marketing, Benstock saw both movies.
“I think in the end I felt like I had to see both of the movies just based on social media alone. Normally, you wouldn’t find five guys in a Barbie movie, but my friends and I ended up seeing over 20 guys in the movie theater with us, most of which were in the Oppenheimer showing right before Barbie. I’m glad I saw both, it’s something to look back on and laugh about,” he said.
“Barbenheimer” made over 235.5 million collectively on its domestic debut on opening weekend, with more than 18 million tickets being sold for both movies.
“It was a truly historic weekend and continues the positive box office momentum of 2023,” President and the CEO of the National Association of Theater Owners Michael O’Leary stated. “People recognized something special was happening and they wanted to be part of it.”
“Barbenheimer” will continue to be talked about amongst the crowds of people who took part in its social media surge and saw these two completely different movies on the same day while wearing pink dresses or suits.
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