Barbenheimer: A Disruptive Film Promotion Strategy

Mondragón-Márquez L.; Gallardo-Echenique E. · Area Abierta (2026) · DOI: 10.5209/arab.103257

Resumen

This study aims to analyze how the “Barbenheimer” phenomenon has innovated traditional advertising strategies in the contemporary film industry. This phenomenon arose from the convergence of the releases of Barbie and Oppenheimer, which gained relevance by combining two seemingly opposite films. Its phenomenological design focuses on capturing the essence of how participants experience a specific phenomenon. Twenty semi-structured interviews were conducted with professionals in the fields of advertising and film. As a result, this study demonstrates how the “Barbenheimer” phenomenon has influenced traditional promotional strategies by attracting diverse audiences and highlighting the importance of creativity and innovation in unconventional advertising campaigns. Active audience participation, facilitated by social media, has been key to the success of these strategies, underscoring the need to include audience interaction in contemporary film advertising.

Instituciones: Universidad Peruana de Ciencias Aplicadas