Two weeks ago, the dual release of Barbie and Oppenheimer – dubbed Barbenheimer – drove film-lovers to the big screen in a weekend promised to be one of the major cultural events of the year.
UKOM endorsed data from Ipsos iris shows that the two films drove the highest level of engagement for ODEON Cinemas Group, Cineworld Cinemas Ltd and Vue UK&I in 2023.
Cinemagoers spent more time on the sites and apps of the UK’s three largest cinema chains on Saturday 22nd July, the day after the two films we released, than any other day this year.
The following week (24th-30th July) saw 27.8 million minutes spent perusing the Odeon, Cineworld and Vue, leading to the biggest week of the year to date and a 123% increase on the average for 2023 so far.
Barbie’s contribution to this rise helps knock another children’s favourite off top spot, with The Super Mario Bros. Movie being responsible for the previous biggest week of the year for engagement (26.5 million minutes).
Ipsos iris is crucial for defining and describing how significant cultural events impact the way the UK navigates the digital world, and enables businesses to predict and respond to these occasions.