The quickly approaching same-day release of two summer blockbusters, Barbie and Oppenheimer, has spurred a cultural phenomenon that has taken the internet by storm — Barbenheimer.
Why it matters: As theatrical releases have struggled to recover from the pandemic, the double release could be the last big summer blowout at the box office as the Hollywood strikes take hold.
The big picture: Moviegoers and theaters across the country are making an event out of the highly anticipated releases, with thousands of people planning to see the wildly different films on the same day.
By the numbers: Barbie, the hot-pink comedy directed by Greta Gerwig, is projected to rake in more than $100 million on its July 21st opening weekend.
What they're saying: Landmark Theatres has seen high interest in both movies, with "really extraordinary" interest in Barbie, Mark Mulcahy, head of brand marketing, told Axios.
State of play: Excitement for the films has spread all over the internet, spurring endless viral memes, "Barbiecore" fashion, and even a Barbie-themed...
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