How Australian cinemas, and audiences, handled the Barbenheimer juggernaut
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The cultural phenomenon that is Barbenheimer – the combination of Greta Gerwig’s Barbie and Christopher Nolan’s Oppenheimer – has smashed Australian box office records, collectively pulling in over $30 million since opening last Thursday. It’s a massive figure, but what does it actually look like in terms of bodies in cinema seats, and how did cinemas prepare for the huge wave of customers?
Nationally, there was about a 134 per cent increase in ticket sales compared to the previous week. At Melbourne’s Cinema Nova, this meant that approximately 12,500 customers filed through their doors between Thursday and Sunday, with many more booked for the coming weeks.
Marcus Mckenzie (left) and Amelia Dowd (right) dressed up to see Barbie on Tuesday morning at Cinema Nova.Credit: Eddie Jim
The Moving Story Entertainment company, which owns cinemas like the Ritz in Sydney and Melbourne’s Lido, serviced almost 33,000 cinemagoers since Barbie previews started running on Wednesday. Compared to the previous two weeks the Barbenheimer phenomenon attributed to a 151 per cent increase in attendance across Palace Cinema venues.
So, how were cinemas prepared for the sudden wave of moviegoers?
Cinema Nova’s chief executive Kristian Connelly said it was immediately clear a massive week awaited them once presales for both Barbie and Oppenheimer began, with over 30 sessions between Thursday and Sunday quickly selling out.
Additional staff and several extra screenings were planned based on the number of people who bought tickets in advance. These screenings had carefully staggered start times to ensure the ticket and candy stands didn’t get too overwhelmed.
“We expressed to staff that trade was likely to be more than many had ever experienced to ensure everyone brought their A-game and knew what they were likely to walk into,” Connelly said. “Staff went above and beyond. There was a true sense of camaraderie.”
To beat the crowds, Amelia Dowd and Marcus McKenzie attended a morning session of Barbie at Nova on Tuesday morning. They had been unable to secure any nighttime tickets – despite there being eight separate Barbie showings past 5pm – due to ongoing high demand.
Connelly said at least two thirds of customers have dressed in pink, while a smaller portion have adorned 1940s garb – including the classic suit and fedora or porkpie hat – for Oppenheimer.
“Not only did those two films do stellar business, but we also saw sold-out shows for our Melbourne Documentary Film Festival, as well as shows of National Theatre’s Fleabag encore. This was a case of a rising tide floating all boats,” Connelly said.
Harrison Croft, 26 from Yarraville, dedicated his entire Saturday to Barbenheimer, beginning with Barbie at Nova and ending at Melbourne Museum’s IMAX theatre for Oppenheimer.
Harrison Croft saw the sold-out session of Barbie at Cinema Nova on Saturday morning with his friends.Credit: Jake Curtis
Unlike other cinema experiences, where moviegoers could arrive 10 minutes beforehand to buy tickets and snacks, Croft said Barbenheimer required planning. Both sessions he attended were sold-out, meaning if you didn’t already have a ticket, you were turned away. In fact, one of his friends had to sit on a plastic chair in the aisle during Barbie after they realised they hadn’t bought enough tickets.
“It was electric, kind of like a major sporting event had come to town,” he said. “The whole audience was laughing at Barbie and everyone was intensely focused over not missing any dialogue in Oppenheimer. It felt like more of a community experience.”
Jaymes Durante, marketing manager at the Ritz in Sydney, said the cinema’s attendance increased even more than 134 per cent increase compared to the previous week because it was one of the only cinemas in Sydney to screen Oppenheimer in 70mm. Its Barbie previews on Wednesday also generated huge hype around Gerwig’s blockbuster.
“People aren’t pitting these films against each other, they’re coming out and planning on seeing both, proving that a crowded market creates a healthy box office rather than a cut-throat environment,” Durante said.
The IMAX cinema sold 27,000 tickets before the Oppenheimer opening.Credit: Luis Enrique Ascui
People were queuing around the block in Randwick for sold-out sessions of both films, Durante added, which were managed by queueing systems designed specifically for the weeks ahead. It was the business’ biggest Saturday and Sunday on record, shattering all previous records, including that held by Avengers: Endgame in pre-pandemic 2019.
“It was emotional, especially for those of us who have dedicated our lives to exhibition and know how special these blockbuster weekends are, and how rare they have been recently,” Durante said. “To see rooms full to the brim and people sharing emotional experiences together … has been magic.”
Simon Cumming, 33 from Northcote, saw Barbie at the Thornbury Picture House on Sunday night. Though it’s only a small cinema that seats around 50 people, he said it was buzzing with moviegoers buying pink prosecco and Barbie-themed cocktails.
“The ticket person joked with me saying it would have been bad if I hadn’t bought tickets beforehand because every session was sold out for more than a week,” he said. “There was also a really big line to get drinks, but they had more staff than I had ever seen work before.”
Other cinemas experienced Boxing Day level attendance, including Palace Cinemas. Palace Cinemas chief executive Benjamin Zeccola said they had to roster extra staff and extend shifts throughout the period, as about 120,000 people poured in between Thursday and Sunday. Luckily, over 75 per cent of tickets were booked online, which helped alleviate ticket booth pressures.
The sudden surge in numbers made certain tasks, such as cleaning theatre rooms between sessions, slightly more difficult. However, Zeccola said it remained non-negotiable even if it meant occasionally cleaning in front of guests – something everyone seemed to understand given the unprecedented circumstances.
“People who had forgotten how much they love the movies have now been reminded what it feels like to participate in a unifying cultural moment,” Zeccola said. “It’s fulfilling and fun and will be looked upon as the moment when the concept of cinema was proven once again.”
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