Greta Gerwig’s fantasy comedy “Barbie” has overtaken “Avengers: Endgame” as the best-selling movie of all time at Alamo Drafthouse, the popular cinema chain known for in-theater dining.
Alamo didn’t specify the ticket sales for either film. At the box office, “Barbie” has generated a massive $596 million in North America and $1.343 billion globally. It’s about to pass “The Super Mario Bros. Movie” ($1.35 billion) as the highest-grossing movie of the year. Disney and Marvel’s “Avengers: Endgame” stands as the second-biggest movie in history with $858 million in North America and $2.799 billion globally.
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For “Barbie,” Alamo Drafthouse planned themed promotions, events and merchandise tied to the Warner Bros. film, including a limited edition lunchbox, as well as shirts and sunglasses. Alamo says it’s been the theater’s most successful merchandising program for any film to date.
The chain, which has 39 locations across the United States, also held a variety of themed screenings, such as an early access showing with free props and specialty cocktails, as well as a brunch screening complete with mimosas. Other locations hosted dress-up screenings, which encouraged patrons to wear their best BarbieCore or slumber party attire.
“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,” says Alamo Drafthouse CEO Michael Kustermann. “In addition to being a certified masterpiece, the film and our wonderful partners at Warner Bros. Pictures enabled us to fire on all cylinders with our unique style of events, food, and promotions to eventize the experience for moviegoers.”
“Alamo Drafthouse has always been a terrific partner with a really exceptional fan base, so any time we are able to collaborate with them we know it’s going to be a great experience,” adds Jeff Goldstein, president of domestic distribution at Warner Bros. Pictures. “The collective creativity that went into the release of ‘Barbie’ resulted in a program that was embraced by their audiences in ways we’ve never seen before, so it’s no surprise that this inspiring film reached this amazing milestone, and we are so proud of the work everyone at Alamo did and congratulate them on their success.”
“Barbie” has been a boon to Alamo Drafthouse where this year’s overall ticket sales have improved by 29% from 2022 box office revenue to date. During the pandemic, the cinema circuit filed for Chapter-11 bankruptcy. But the company has since emerged and recently expanded to new locations across the country.