Summary
Warner Bros. provoked a Twitter backlash for its decision to release Barbie on VOD merely six weeks after its theatrical debut, as users expressed discontent over the brief exclusive window.
Users raised concerns about Warner Bros.' decision to release Barbie's VOD version hastily, despite the movie's already impressive $1 billion revenue and potential for further earnings. Criticizing the studio, some users labeled Warner Bros. as "stupid" and feared that this move may result in a loss of box office profits, particularly when considering the recent controversies surrounding other films.
Warner Bros. faced backlash after announcing that Barbie would be available for video on demand (VOD) on September 5. Twitter users shared their criticism of the decision. Here are some of the reactions:
The exclusive theatrical window for Barbie, one of Warner Bros.'s biggest films of all time, will only last six weeks, which was deemed too brief by numerous users.
Barbie has generated billions in revenue and shows no signs of slowing down, making Warner Bros.' rush to release the film on VOD perplexing.
Critics argue that this decision could potentially cost the studio even more box office earnings, leading some users to label Warner Bros. as "stupid."
Why Is Barbie Releasing On VOD So Soon?
Warner Bros. has not publicly addressed the criticism surrounding the release date of Barbie on video-on-demand (VOD). However, it is not uncommon for studios to quickly release their movies digitally. Recent examples include Transformers: Rise of the Beasts, The Flash, and Insidious 5, which were available on VOD less than a month after their theatrical releases. Even successful films like Spider-Man: Across the Spider-Verse had a theatrical window of just over two months before being released digitally. This suggests that box office performance may not be the sole factor in determining digital releases.
Since the COVID-19 pandemic, theatrical windows have been noticeably shorter. This could be attributed to audiences becoming accustomed to dual theatrical and streaming releases, or shorter theatrical runs. Considering that many moviegoers still have concerns about health risks and financial stability, it is not surprising that studios would want to offer multiple ways for audiences to enjoy new films. With the digital versions of Barbie priced between $19.99 and $24.99, along with its significant popularity, Warner Bros. could potentially generate profits from the early digital release as well.
The impact of shorter or longer theatrical runs on a movie's earnings remains uncertain, but it has generated controversy. Scarlett Johannson's Black Widow lawsuit against Disney has raised concerns that early VOD or streaming releases may affect profits. Warner Bros.'s cancellation of Batgirl and the controversy surrounding Wonder Woman 3 have heightened scrutiny on how they handle Barbie. Although Barbie's early VOD release date may appear unusual, it falls within the increasingly common trend of shorter theatrical windows.