Two major studio films are set to release on July 21, 2023: Warner Bros.’s Barbie and Universal’s Oppenheimer. There has been much buzz and excitement around both films and particularly around seeing both as a double feature. The people of the internet have named the occasion “Barbenheimer.” There are dozens of fan-made posters merging the two films and countless memes. Ads for split pink and black T-shirts litter the replies of every tweet about either film. With so much hype, it is no surprise that over twenty thousand of AMC’s Stubbs Members have reserved tickets for both films on the same day. People all over the country and around the world are planning to see both and spend a full day at the theater.

In recent years, there has been near-constant news of declining theater attendance and shrinking box office gains. With only a few massive, franchise blockbusters escaping the death spiral every year. It’s rare to see so many people excited to go to the theater for a movie that isn’t a sequel, prequel, or reboot. Let alone two! 

Double Feature to the Rescue!

Of course, none of the excitement around the double feature was intentional. The studios planned to battle their films at the box office. However, it is rare for major film studios to release their big, tentpole films on the same day. Everyone wants their chance to be the number one film for a few weeks and, in recent years, studios have given each other space to do so. The last time two gigantic blockbusters were announced for the same release day was in 2016. Batman V. Superman and Captain America: Civil War were both originally planned for release on May 6, 2016. But the hype around those films was different. It wasn’t excitement over a double feature. In fact, there were very few who were considering it. Instead, audiences and hard-core fans saw it as a way to vote for their favorite superheroes with their money. With Marvel’s unyielding popularity, Warner Bros. ultimately caved and rescheduled Batman V. Superman for March. Bringing an end to the showdown before it even began.

But the Barbenheimer phenomenon has brought a new mood to audiences and studios alike.  With such a large fanbase dedicated to seeing both films back to back, it isn’t surprising that studios are reconsidering their strategies. Maybe, stacking releases isn’t such a bad idea?

Barbenheimer has taken the world by storm but won’t be easy to recreate. There is a stark contrast between the bubble-gum-pink, ever-positive doll and the bleak terror at the dawn of the atomic age. But it is this contrast that is inspiring the double feature. Their extreme tones seem to balance each other out. The depressing realities of Oppenheimer will be smoothed out by the laughs in Barbie. The sheer volume of pink in Barbie will be soothed by the black-and-white scenes in Oppenheimer. They complement each other in ways no one could have predicted. If studios want to recreate this magic to keep butts in seats, they will need lots of careful planning. Because, as these two flicks prove, not just any two films will do.