Will Avengers: Dunesday be the next Barbenheimer?
The Dates are Set
Marketing for Avengers: Doomsday started late last year with a couple of teasers released with James Cameron’s Avatar: Fire and Ash. The teaser trailers and the teaser poster declared December 18 as the release date (complete with a timer counting down with each teaser). Then, last week, the trailer for the much-anticipated Dune: Part Three dropped with its own teaser posters. Dune: Part Three would also advertise December 18 as its release date. While both Marvel Studios and Warner Bros. locked down the date quite some time, the marketing somewhat seals everything for the time being. Now, release dates can always change and the promos can always be revised, but if both movies hold firm…could we have another Barbenheimer on our hands?
Avengers: Dunesday
If we do have another Barbenheimer, the nickname is obvious enough that it’s pretty much already set by Robert Downey Jr. and Timothée Chalamet. Avengers: Dunesday is sure to be a good competitor to the Barbenheimer phenomenon as both are big sci-fi franchises with large fanbases. When Barbie was announced, it sounded like a cash grab, a la Battleship, but when Greta Gerwig and Noah Baumbach had their names attached, it aroused more curiosity as it turned out to be something more (complete with getting recognized for awards season). So, the Hasbro property not only had the Barbie toy fans, but moviegoers were now wondering what the film was really going to be. Then, you have Oppenheimer, which really had only one true appeal as a summer movie, and that’s Christopher Nolan. Oppenheimer would have been more at home as a late-year awards contender as a talky historical drama with very little action, but Nolan is associated with grand blockbuster movies. Additionally, he continued his love with the 70 mm IMAX format for Oppenheimer, which gave the film additional appeal. So, Nolan fans and cinema lovers would lovingly flock to Oppenheimer.
With Avengers: Dunesday, you have two franchise entries whose past installments have already raked in a large amount of dough. The first Dune from Denis Villeneuve had to struggle harder as it came out around the time of the pandemic, but Dune: Part Two would be released when theaters were back to full operation and the film would end its run with $715 million globally. Additionally, Dune: Part Two ended on a note that wasn’t exactly a cliffhanger, but an open end, which had fans of the movies and books alike anticipating the follow-up chapter.
For the MCU, the Avengers have been reliable moneymakers. However, with every entry, all the movies that came before it have received some pretty positive receptions on average. After Avengers: Endgame, a debate rages on amongst fans on whether the recent phase of movies were of quality, but the movie-going public has not turned out as often as they used to with earlier solo films. Despite exceptions like Spider-Man: No Way Home and Deadpool and Wolverine, the Marvel Universe hasn’t been as consistent with success and movies like The Fantastic Four: First Steps would be discussed as possibilities of the studio finding its footing once again.
Avengers is sure to be a massive hit despite the overall reception of the MCU, but one thing’s for sure: Dune: Part Three will have a slight advantage with exclusive IMAX screenings. Dune was shot with IMAX cameras and secured at least three weeks on the format. The brand saw a huge uptick in business recently, thanks to films like Sinners and F1. The premium format has a premium charge, which may help Dune earn more money despite Avengers playing in adjacent premium screens. IMAX is the one that is establishing its reputation with its giant screen and picture quality. However, Avengers: Doomsday will eventually take advantage of the IMAX screens later on, so sales have the potential to boost.
While the memes won’t be nearly as fun as Barbenheimer since those two films are as far from each other in terms of tone as you can get, sci-fi and action fans will be having an amazing Christmas this year with these two epic franchise titles to choose from.
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