The Empire Strikes Back: How Hollywood's War on Scheduling is Waging a Quiet Battle for Your Attention The latest salvo in this war is Dunesday, a double feature extravaganza that promises to be the biggest weekend of cinema ever.
But scratch beneath the surface, and what you'll find isn't a grassroots movement so much as a carefully crafted attempt by Hollywood to manipulate the box office.
At its core, the Barbenheimer phenomenon – where Barbie and Oppenheimer were released simultaneously in July 2023 – was a stroke of genius.