IMAX top marketer predicts more "Barbenheimers."

Denny Tu on how IMAX turned every stone to support Oppenheimer and film tracker David Herrin on the changing tastes of movie-goers. Listen on the latest podcast.

Two very different movies, “Barbie” and “Oppenheimer,” have propelled movie lovers off the couch and back to the cinema, particularly older women who were reluctant to return after the pandemic. 

Collectively, the movies from Warner and Universal respectively, have sold around $1.2 billion in movie tickets around the world. “Barbie” is now the third biggest movie of the year and both are already in the Oscar conversation.

IMAX chief marketing officer Denny Tu talked to The Media Mix podcast about how the company created marketing and promotions for the three hour historical drama from Christopher Nolan which is shot with IMAX cameras and had grossed over $400 million worldwide by the start of August. 

Tu explained some of the marketing strategies that helped give IMAX the best ever July in its history including movie film strips that are already on resale on eBay and limited edition lithographs, one of which was presented to a man who pre-bought a seat in the front row of a cinema in Culver City, LA.

Tu shared some broader thoughts about film marketing and how IMAX is figuring out TikTok and why he’s also not jumping into a frenzy over AI buzzwords.

And of the “Barbenheimer” concept which brought the two very different movies together in some marketing materials, Tu predicts more unusual collaborations, “It's something that I think we're going to see more of outside of the traditional partnership model, which is how are we going to make this financial model work.” 

Tu adds that he made a commitment to his boss CEO Rich Gelfond to do everything in his power to make “Oppenheimer” successful. “ I can say with all honesty at the end of that campaign, we did everything we could.” 

David Herrin, the founder of movie data company The Quorum, also weighs in on the stunning trajectory of the “Barbie” movie which initially showed high awareness but low interest until the numbers showed an unprecedented spike a few weeks before opening. Herrin, former head of research at Hollywood talent agency UTA, said he’s never seen anything like it.

Herrin says movie goers can tell when studios are behind their releases and the challenge for Warner’s was to get women aged 35 plus to the movie and they succeeded.

Does this spell an end to superhero movies and franchise flicks? Check out what Herrin and Tu have to share on this episode of podcast. 

Credits: Executive producer on the podcast is Jamie Maglietta and production is in partnership with Situation Room Studios.

Get in touch if you’d like to sponsor the series or suggest a guest: TheMediaMixUS@gmail.com.

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