With Greta Gerwig’s “Barbie” on track to become the highest-grossing release of the year at the domestic box office, Warner Bros. Pictures has announced new plans for the film.
The project is set to make the jump to the biggest screen, IMAX, for a one-week engagement starting September 22nd. In addition, the release will also feature exclusive new post-credits footage selected by Gerwig.
The film has pulled in $572 million in North America and $1.3 billion worldwide to date and has done so without premium large format screens like IMAX due to “Oppenheimer” taking a good portion of those exclusively.
As a result, “Barbie” was not able to take advantage of the premium ticket pricing for those auditoriums. Jeff Goldstein, president of Warner Bros. domestic distribution, and Andrew Cripps, president of international distribution, said in a statement:
“If there was one thing missing in this winning ‘Barbie’ strategy, it was being able to put Greta’s singular vision on premium Imax screens over the uber-competitive summer corridor.
That ‘Barbie’ continues to draw packed audiences around the world heading into its sixth weekend in release speaks to the quality of the film and the excitement audiences have for the story.
We are so pleased to give them a chance to see ‘Barbie,’ whether for the first or fifth time, in such an experiential format as Imax.”
The plans will roll out in North America and select international territories, with further specifics to be detailed later.
Source: Variety
