Barbenheimer- The Film Phenomenon That Broke Game Theory
The internet phenomenon known to us as Barbenheimer has now hit the theatres. Remarkably, Yet another Christopher Nolan film is up against a film with a blonde lead actress. None can discredit the hype over these films, with Barbie and its pink and pretty setting, and Oppenheimer being a memoir on the father of the atomic bomb, and his emotional downfall as he is met with the consequences of his actions. As accurately summed up by twitter economists, they’re the perfect representatives of the 1950s aesthetic, i.e., conspicuous consumption and nuclear annihilation.
Hollywood has strayed away from the method of counter-programming- which is a broadcast television term. It is the practice of offering shows to attract an audience from another television station or show airing a major event. They have strayed away from this owing to game theory, and the purpose of this article is to explain how and how Barbenheimer successfully chose to disregard it.
What is Game Theory?
Game theory is a favourable scheme that two competing parties use in a strategic setting. In the film industry, it is most commonly used in decision-making regarding release dates, especially when two films are set to air around the same time. In a survey of movie attendance of the past ten years, 80% of the top ten grossing films annually were released in May, July, November or December, centred around 4 specific weekends. This means every movie fights for the best and most profitable film release dates.
This scheme generally proves to be difficult in case a rival movie is set to release at the same time. But in the case of Barbenheimer, it has just ensured that the decision to release the two movies on the same weekend in July would just serve to prompt people to make time to watch both films in one day- Thanks to the memes and social media urging all to do so and the current trend of people dressing in accordance to its aesthetics.
Prisoner’s dilemma- A game theory Concept
Imagine two individuals are accused of a crime. If one forfeits and admits defeat by agreeing to commit the said crime, the other will be set free while the individual who had confessed will be left forlorn to rot in prison. But if neither confesses, both are forced to be punished until one ultimately submits. Similarly, the prisoner’s dilemma is when two parties come up with a decision that is mutually beneficial or rewarding to one party by forsaking the other, without annihilating chances for both to succeed.
Let us address a previous occurrence of game theory in film-The Snow White conflict between Universal Pictures and Relativity Media in 2012. The Brothers Grimm: Snow White produced by Relativity was set to be released on June 29, 2012, and Universal Pictures’ Snow White and the Huntsman was anticipated to be out on June 1, 2012- two extremely close dates. Relevant to the prisoner’s dilemma, both companies could prevent a huge loss by forfeiting in the pre-production phase, suffering a somewhat insignificant loss. Similarly if one forfeits, the other is in acquisition of a huge profit. However, if both movies are franchised on the intended dates, both will deal with the ordeal of an immense loss. The subject matter of these two movies is of the same genre, arousing competition, moreover, the genre is not of high market demand and neither were significantly known for their cast or music, unlike our two currently competing blockbusters.
How Barbenheimer breaks it
Criteria for cinematic success
The criteria for the evaluation of a film’s success include- music, cast, visuals and aesthetics, release date, and critical review rendered by the audiences. For a certain film to succeed one would expect familiar cast and directors who are famous and more experienced in their field to be in charge of the film. More credits are given if the soundtrack of the film is produced and sung by world-renowned artists and if they resonate with the vibe of the film In the modern day, aesthetics and visuals relevant to the message conveyed by the films, have become a necessity for audiences’ approval.
Both Cillian Murphy and Margot Robbie are highly renowned in the industry for their impeccable acting, and so, neither film is lacking in the fame department. Since both have been directed by two of the most influential directors of this day, they have both become a must-watch film for most. Since both films are not lacking in terms of a good soundtrack, ethereal aesthetics, or an Oscar-worthy cast, there is not much reason for one to yield to the other. The global shortage of pink paint was not in vain after all.
Shattering Game Theory
The significance of Barbenheimer here is that it aims to represent two diverse genres, where they are appealing to two distinguished sets of audiences. Oppenheimer skews towards war and science, appealing more to old, astute watchers whilst the other is a lighthearted representation of feminism. Both could prevail in the theatres, without sabotaging the other, as the market demand by society for both genres is uniformly immense. This marketing scheme aims to prompt counter-programming on a mass scale and has proven to disrupt prisoner’s dilemma.
Barbenheimer has proven to combat the aforementioned problems as research displays that whenever a Barbie movie trailer is released, it is trailed by an increase in searches for Oppenheimer in its wake. From the influence of merchandise to audiences watching one of the films to prove that the other is better, the audiences have contributed greatly to their development. Barbenheimer, in regard to its two distinguished characters, has influenced those not indulgent of either genre and has prompted them to play spectator of both, hence defying the game theory.
As writer Shawn Robbins has stated “What started as a perceived rivalry or debate in some circles about which to see has organically turned into a pure celebration of both films and the communal power of seeing them in a movie theatre. It’s a win-win for everyone. One for the history books.”
- By- Rokshana Rajendran
Edited by Aditi Srivatsan
