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    What to know about the 'Barbenheimer' double feature frenzy

    After months of inescapable marketing, viral memes and crossover merch, two of the year's most anticipated movies hit theaters on Friday. Here's why so many people want to see both — and how to prep.
    by Rachel Treisman Jul 21, 2023 5 minutes
    Posters advertise <em>Oppenheimer</em> and <em>Barbie</em> in New York and California, respectively. They both hit theaters nationwide on Friday.

    The two big movies hitting theaters on Friday couldn't be more different.

    There's Oppenheimer, Christopher Nolan's sprawling biographical thriller about the man known as the father of the atomic bomb, which the director has said will leave viewers "absolutely devastated." And there's Greta Gerwig's Barbie, a fantasy comedy with original songs and enough pink paint to prompt a real-life shortage.

    Together, they form Barbenheimer. Or is it Oppenbarbie? Boppenheimer?

    Whatever you call it, it's blown up into a cultural juggernaut.

    Warner Bros. and Mattel unleashed a powerful Barbie marketing blitz, with over 100 official brand collaborations. Retailers and restaurants have followed suit, offering their own twist on "Barbiecore."

    And while Oppenheimer has taken a more subdued approach, all the hype appears to have given both movies a boost.

    For weeks people and celebrating the mashup, effectively transforming a box-office battle into an unlikely double feature.

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