Many people assumed that the shared release date would lead to a conflict for interest for the two films. Barbenheimer has been something of a surprise. Instead of one film receiving all of the discourse, both have been gifted what is essentially a free marketing boost.

Not only have film fans been combining images of the two films and discussing their plans to see both in the same day, the imaginary mash-up film even has its own very real merchandise and Wikipedia page, cementing its place within internet lore. Even Cillian Murphy, star of Oppenheimer, has acknowledged the brilliance of Barbenheimer, saying, “I can’t wait to see Barbie,” to the Spanish publication La Vanguardia. “I love Margot Robbie, I love Ryan Gosling, I want to see them now. I don’t know what the debate is about, although it’s not that I have an overwhelming opinion about it either. My advice would be for people to go see both, on the same day. If they are good films, then that’s cinema’s gain.” For once, Cillian, there is no debate with Barbenheimer, only good vibes.

Barbenheimer and the meme-ification of movie marketing