New evidence points to a change at Warner Bros. (WB) plan to release Barbie on digital platforms.
Previously, Barbie was expected to be available online for purchase on September 5th, then it was reported that the date was moved to a week later on September 12th.
As Barbie continues to dominate the box office, now with over $1.34 billion (the biggest in WB history) there seems to be less urgency to let audience members start watching the Great Gerwig-directed film at home .
Barbie Digital Release Update
YouTube Movies has updated its pre-order Barbie page, adjusting the “Expected” release date from September 12 to “Not announced.”
Below you can see the marketing adjustment made from August to September side by side:
This is a clear indication that Barbie it won’t be available online on September 12th, and there’s no indication of when its digital release might be.
53 days after its theatrical release seemed potentially unwise for the summer movie, proving just how financially lucrative it can be when a movie hits theaters.
Change of plans for Warner Bros.
Unlike DC bombs like Shazam! Fury of the Gods, The lightningand Blue beetleWarner Bros. is going to constantly promote the public to go see Barbie in theaters.
Yes, on September 22, Barbie is being re-released in IMAX and will feature new post-credits footage.
It’s still possible Barbie becomes available on VOD this month, but the odds are slimmed down as WB wants to make as much money as they can while the film is in theaters.
During the six weeks so far, BarbieThe steepest decline occurred in weekend three at the domestic box office, earning -43% less than the previous week.
Another important note is that from weekend six, Barbie still played in about 3,900 North American theaters, the most of any other film (per Box Office Pro).
The ongoing actors’ strike may also play a factor in WB’s continued push for Barbie in theaters, as movies like Zendaya’s challengers and director Denis Villeneuve Dune Part Two have been delayed for 2024. This has cleared a long-term runway for Barbieas well as Christopher Nolan’s Oppenheimer.
Barbie is in theaters now and will hit IMAX screens on September 22nd.
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