In a surprising turn of events, Greta Gerwig‘s whimsical comedy “Barbie” has outshone the colossal blockbuster “Avengers: Endgame” to claim the title of the highest-grossing movie of all time at Alamo Drafthouse. The beloved cinema chain, renowned for its unique in-theater dining experiences, didn’t disclose specific ticket sales figures for either film. Still, “Barbie” has made a massive impact at the box office, raking in a staggering $596 million in North America and a staggering $1.343 billion globally. It’s poised to dethrone “The Super Mario Bros. Movie” ($1.35 billion) as this year’s highest-grossing film. In contrast, Disney and Marvel‘s “Avengers: Endgame” currently ranks as the second-highest-grossing movie globally, with $858 million in North America and a staggering $2.799 billion worldwide.
To celebrate the success of “Barbie,” Alamo Drafthouse devised a series of themed promotions, events, and merchandise tied to the Warner Bros. film. Among the highlights were limited-edition lunchboxes, as well as shirts and sunglasses, making it the most successful merchandising campaign for any film in Alamo’s history.
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Operating 39 locations across the United States, Alamo Drafthouse treated audiences to a plethora of themed screenings. These included early access showings complete with complimentary props and specialty cocktails, as well as brunch screenings featuring mimosas. Additionally, some locations hosted dress-up screenings, encouraging patrons to don their finest BarbieCore or slumber party attire.
Alamo Drafthouse CEO Michael Kustermann expressed his enthusiasm for the film, stating, “Greta Gerwig has made a film for the ages, and we couldn’t be more excited to have ‘Barbie’ as our new No. 1 film at Alamo Drafthouse, proving that great quality films deliver for audiences in a massive way.” He also acknowledged the film’s unique style of events, food, and promotions that enhanced the overall moviegoing experience.
Jeff Goldstein, President of Domestic Distribution at Warner Bros. Pictures, praised the collaboration with Alamo Drafthouse, highlighting the exceptional fan base and collective creativity that contributed to the film’s remarkable success.
“Barbie” has undeniably revitalized Alamo Drafthouse, with this year’s overall ticket sales marking a 29% improvement over the 2022 box office revenue to date. This resurgence comes on the heels of the cinema circuit’s Chapter-11 bankruptcy filing during the pandemic. Alamo Drafthouse has since rebounded and expanded to new locations across the country.
The triumph of “Barbie” at Alamo Drafthouse reaffirms the enduring appeal of quality cinema and innovative moviegoing experiences. With its unique blend of fantasy and comedy, the film has not only won over audiences but also set a new standard for the cinema chain.