The 'Barbenheimer’ phenomenon: How a movie meme inspired the 'crazy, weird' double feature

This weekend, it’s a battle of the bombshells at the summer box office.

Greta Gerwig’s “Barbie” and Christopher Nolan’s “Oppenheimer” finally land in theaters Friday, after more than a year of online memes that have playfully pitted the films against each other. The star-studded projects couldn’t be more different: one is a sweetly subversive comedy starring Margot Robbie as the iconic doll, while the other is a cerebral, three-hour drama about the making of the atomic bomb.

And yet, the two films have become an unlikely double feature, with more than 200,000 moviegoers seeing both "Barbie" and "Oppenheimer" on the same day, according to the National Association of Theatre Owners.

“I think it’s the perfect double bill,” says Robbie, speaking to USA TODAY before the Screen Actors Guild strike. “It’s like having a steak dinner, then an ice cream sundae for dessert. I want both!”

Why are people seeing 'Barbie' and 'Oppenheimer?'

The “Barbenheimer” meme was born early last year when it was announced that Warner Bros.' “Barbie” would be released in theaters the same day as Universal Pictures’ “Oppenheimer.” Twitter instantly latched onto the dichotomy of the two films, cracking jokes about the light and dark nature of the respective movies, and their tongue-in-cheek battle for the soul of America.

But the internet running gag has become a real-world sensation in recent weeks. Hundreds of handmade “Barbenheimer” T-shirts have flooded retail sites such as Etsy and Redbubble. Fan-made posters crop up daily on social media, garnering hundreds of thousands of “likes" for their eye-popping mashups. Opening-day screenings of both films have already sold out at theater chains including AMC and Alamo Drafthouse, while some independent cinemas around the country are offering movie-themed menus and “Barbenheimer” costume parties.

“I can think of times in my life when there's been excitement about a new movie coming, but I'm not sure that we were seeing anything quite like this. It's a bit unprecedented,” says Michael O’Leary, president and CEO of the National Association of Theatre Owners. “Everybody's rallying around this weekend as a major event, and I think it won't just be this weekend. These movies are going to have a long life in the theater.”

The fervor is reminiscent of last summer’s #GentleMinions TikTok trend, in which teens flocked to “Minions: The Rise of Gru” wearing suits and ties. Videos of kids’ awestruck reactions to the live-action “The Little Mermaid” trailer, and dressing in costume to go see the film, similarly made a splash online.

But “ ‘Barbenheimer’ has gotten way more attention than any such meme in recent memory,” says Emma Ferrara, chief business development officer at marketing agency Viral Nation. “It highlights the power of social media marketing: You have two movies that would normally compete for audience attention, but thanks to a viral meme uniting the two, both films may now see higher box-office totals than previously expected.”

Margot Robbie: The star never thought she'd have 'empathy for a doll.' Then she made 'Barbie.'

Who is winning: 'Barbie' or 'Oppenheimer?'

Shawn Robbins, chief analyst at Box Office Pro, predicts that “Barbie” will win the weekend with $115 million – but “it could go higher, maybe even significantly so,” he says. Meanwhile, “Oppenheimer,” once expected to debut with $40 million, could now crack $50 million to $60 million.

"It's enhanced because of 'Barbenheimer,' which is something unpredictable and unforeseen, but a great thing for both movies," Robbins says. "It has turned into this counterprogramming powerhouse. They've really met in the middle to form this odd, crazy, weird phenomenon."

The filmmakers and stars of both projects have embraced the grassroots campaign, with Robbie and “Barbie” director Greta Gerwig posing for a picture holding “Oppenheimer” tickets.

“I feel very shiny to be associated with that (movie). It’s really fun,” Gerwig told USA TODAY last month. “Please, go to both! A rising tide lifts all boats.”

Emily Blunt, who stars in “Oppenheimer,” similarly shares the love for Team “Barbie.”

“They’ve been so supportive toward us, and that’s what it’s all about,” Blunt said in a pre-strike interview with USA TODAY. “It doesn’t have to be competitive! It’s really cool and that’s what we want: that full spectrum of what you can see in movie theaters. We love it.”

Contributing: Gabe Hauari, USA TODAY

Who was J. Robert Oppenheimer? What to know about atomic bomb physicist's life, career, death

This article originally appeared on USA TODAY: How 'Barbie,' 'Oppenheimer' became the 'Barbenheimer' double feature