• by Aaron Paquette , Columnist, August 10, 2023

The last four summers, pundits declared moviegoing dead. Who wants to leave home and pay a small fortune to sit in a crowded theater with strangers talking and texting? The COVID summer of 2020 was a box-office disaster, with 2021 and 2022 deep disappointments as well. This summer also got off to a slow start, with expensive entries such as “The Flash and Elemental” underperforming. But then along come three films demonstrating how to deliver moviegoers in droves.

The breakaway hit is “Barbie.” (Disclosure: Warner Bros. Discovery and Mattel are clients.) After stars such as Amy Schumer tried and failed to develop the material, Greta Gerwig crafted a story palatable to Mattel, while remaining relatable to kids, and relevant to adults of all ages. Earlier this week, “Barbie”’s global box office crossed the billion-dollar mark, making it the most successful movie in history directed solely by a woman.

Drafting off “Barbie”’s success is an unlikely counterpart, “Oppenheimer,” Christopher Nolan’s three-hour historical drama about the father of the atomic bomb. “Oppenheimer” landed on the same release date as “Barbie” (July 21^st), but rather than cannibalizing each other, or appealing to disparate segments of the moviegoing market, the two movies fed off each other. For weeks, “Barbenheimer” became an online phenomenon, with moviegoers pledging to see both films back-to-back as a five-hour block. Many accepted the challenge: “Oppenheimer” has grossed over $560 million worldwide, an incredible tally for a three-hour, adult-oriented, historical drama with limited overseas appeal.

Finally, there’s “Sound of Freedom.” This independent film from Angel Studios, with a production budget of just $14.5 million, stars Jim Caviezel as Tim Ballard, a former U.S. government agent working to take down a child trafficking ring. When Disney dropped the film, Angel picked it up, using equity crowdfunding to finance marketing and distribution. Seven thousand individuals invested, allowing Angel to meet its goal in two weeks. Aided by a “pay it forward” promotion where fans can buy tickets for others to see the film, “Sound of Freedom” has made over $165 million in the U.S., neck-and-neck with “Indiana Jones5” ($170 million) and ahead of “Mission: Impossible 7”($152 million).

What can brands learn from these three hits?

*Find new IP. As action-adventure and superhero franchises falter, the hottest properties are now…consumer brands and true stories about controversial historical figures. The success of “Barbie” follows buzzworthy films about Nike sneakers (“Air”), the creation of a video game (“Tetris”) and the rise and fall of the world’s first smartphone (Blackberry), perhaps because these remain some of the last common cultural touchpoints in an increasingly fragmented, polarized society.

*Combine disparate elements. “Barbie” and “Oppenheimer” are so diametrically opposed, they complement each other. Moviegoers can spend three hours with the atomic bomb, and then enjoy a palate cleanser with “Barbie.” Even their names lend themselves well to a viral portmanteau, “Barbenheimer.” What other counterintuitive products or services can you combine? A double bacon cheeseburger with carrots instead of fries? A hulking Ford F150 King Ranch with a pink Mustang convertible fit for Barbie? Look for ways to create viral combinations.

*Involve consumers in marketing. Movie theaters showing “Barbie” featured life-sized “Barbie Box” photo booths, where moviegoers could pose inside the box-like dolls, and post the photo to social media. “Sound of Freedom” gave fans the opportunity to invest directly in the marketing campaign, motivating them to evangelize the film to others, and to buy more tickets in the “pay it forward” promotion. The more that brands enable consumers to invest and participate in marketing campaigns, the more engaged they’ll be.

With this marketing playbook, even poor Ken could create a hit!