Barbenheimer: ONE YEAR LATER
On July 21, 2023, the two films that dominated the conversation of the summer movie season of that year dropped. Barbie, directed by Greta Gerwig, and Oppenheimer, directed by Christopher Nolan, were released the same day. Two movies that, before the marketing campaigns ramped up, were seen as major big-budget risks. Gerwig’s Barbie was the first live-action theatrical release for the toy franchise and Nolan’s Oppenheimer was Nolan’s first step back into filmmaking after the release of Tenet, a film that had its box office potential cut off by the COVID-19 pandemic. The combined power of the two, however, was nuclear, greater than anyone could have possibly imagined.
The phrase “Barbenheimer” quickly took over the Internet. On the surface, the Barbie and Oppenheimer release date was nothing more than the result of a strategy called “counterprogramming.” Studios, worrying about competition, will often stagger the releases of films of the same genre. Theaters rely on counterprogramming, meaning that all different types of audiences will have movies in theaters that appeal to them each week. If Disney puts out an animated film for families and Sony has an action movie out for single male audiences, Paramount might use this time to schedule a romantic comedy for couples on date nights.
The Barbenheimer situation, though, was counterprogramming to the maximum. Part of Barbie’s appeal was the candy-colored landscape and shining upbeat nature. It had song and dance routines, goofy comedy, and an initial setting that purposefully contrasted from the real world. Oppenheimer, on the other hand, was shot entirely in black and white and featured the very real threat of nuclear apocalypse that lingered over World War II and persists today. It was stark, gritty, and uncomfortably true to life. The two could not have been more different or, ultimately, more popular.
How Two Films with Jewish Roots Dominated the Summer
The combined buzz and contrast of the duo resulted in memes aplenty. People showed up to both films in costumes matching the vibe of the films and saw them back-to-back. Barbenheimer was an event the likes of which were only matched by that time everyone was wearing suits to see Minions: The Rise of Gru. It turned the idea of movie marketing into making the movie an event. As a budget-conscious audience turns away from the cinema screens in favor of streaming, movie studios are trying to bring in audiences in more creative ways to bring back big box office returns.
There is one way in which Barbie and Oppenheimer are similar, though. Both films have Jewish roots. J. Robert Oppenheimer, the subject of the film, had a complicated relationship with his Jewish heritage and faith. He was ethnically Jewish, but his family was non-religious. He was constantly surrounded by the prejudices resulting from having a Jewish background, but without the cultural attachment that many of his brethren shared during the time of intense discrimination that Oppenheimer rose to prominence in.
While many may have known Oppenheimer had Jewish roots, even as he tried to sidestep them, the Barbie doll’s roots are much more subtle. Ruth Handler, the creator of the Barbie doll and eventual CEO of Mattel, was born Ruth Mosko to a family of Polish-Jewish immigrants, where she had nine brothers and sisters. Her older sister, a Jewish business owner, helped inspire Handler’s inventive mind and business acumen early. Without the duo’s roots, we may have never gotten the Barbenheimer phenomenon that dominated cinemas last year.
Between the Temples Screening
PJFMIN CONVERSATION: ROBERTSCHWARTZMAN
Schwartzman’s journey to his new film The Good Half has been varied. You may recognize him from his starring role in The Princess Diaries, or his power pop band Rooney, but these days Schwartzman is active behind the scenes and behind the camera. We caught up with him after The Good Half’s Tribeca debut.
PJFM IN CONVERSATION: ROBERT SCHWARTZMAN
PJFM: There’s a moment in the movie where we’re keyed into the Jewish background of this family, coming from a half-Jewish family yourself, what qualities did the Wheelands of this film share with your family?
Schwartzman: I didn’t grow up in a religious family, my dad’s background was Jewish, my mom’s was Catholic, Italian Catholics and Polish Jews the common thread on both sides of my family is this connection of family and commitment to honoring and respecting family. That would be the closest thing for me and the story specifically would be how to bring to life and tell a story that the family’s trying to figure this out together in a way that’s really honest Trying to take my own experiences of connection, of family, and working through grief in our family and trying to create that on screen in a way that’s fulfilling for me but also helps bring you as an audience member through this journey that feels authentic
PJFM: Is this the first time you’ve gotten to lead up distribution on a movie that you’ve directed?
Schwartzman: Yeah! I was one of the founders of Utopia, and we started the company to support independent filmmaking, and we’ve been able to get a lot of great movies out and do right by them And I was like, I want my own movie to come through the same passionate team. It’s been pretty amazing to work with my fellow Utopia teammates on a movie I’ve directed. Probably some sensitivities because it’s my movie, but honestly we’re all very open on what’s working and what’s not working, the reality of putting movies out And I’m sensitive to everyone’s time and needs and ideas, it’s collaborative, you know. Ultimately, any filmmaker just wants people to see the movie, that’s what you kind of hope for, you hope people get a chance to see it...(laughs) in theaters July 23rd and 25th
PJFM: Are you excited to get that out on the big screen especially in a space where movies are so quickly put on streaming?
Yeah, it’s scary and it’s amazing I think it’s great when you see a movie on the big screen, it’s a different experience. And I do forget that the next generation isn’t thinking about that as much, it’s the people who grew up with that that are keeping it alive and trying to get young people, but the more we embrace and support independentlymade films in theaters, the more independentlymade films get to be seen in theaters. It’s a cycle, I think the support of showing up is meaningful to keeping that going. Same with live music, going to see a band play live and buying a t-shirt is meaningful to the band, so people need to remember that But also the active viewing and experience of watching things, being involved physically is a great way to be engaging with the film itself, and when you watch it at home its very passive There’s a bit of a lack of emotional connection with home entertainment You can be moved, but there’s something about bringing yourself to this environment to see it with people that can be meaningful to the process.
PJFM IN CONVERSATION: ROBERT SCHWARTZMAN
PJFM: One of our most popular screenings we’ve had at our film festival was Shiva Baby, which has now grown into a real passionate cult fanbase online, what was the process getting that film to market as a distributor?
I think we did a lot of unique approaches to reaching the community, and the movie played great from the get-go, everyone really loved it at TIFF. Emma made a great film and Rachel gave a great performance. It all starts with that, the rest, it’s downhill from there if you really make a great film It’s an uphill battle if the movie’s not working and you’re trying to squeeze every way to get someone to go see it. Credit starts with them, and then for us, it was creating a story and the messaging to compliment what they made and not get in the way of it, but create imagery, like that shot of her and the bagels and do things that were an extension of the style of the movie, so it felt like a natural way to market the film. A lot of word-of-mouth marketing. We sent people bagel and lox trays to their home, like special deliveries, we did stuff like that that was totally different, and I think people responded well to it. That movie’s gonna be out there for a long time.
PJFM: Y’all are always a studio we look for for independent Jewish voices and debut filmmakers, how has running a distribution company made you feel about supporting these up-and-coming filmmakers?
Just being another company that can acquire a movie and release it, just pretend we do the worst job ever, for a movie that doesn’t have any other options, that’s already a huge win for the industry Now if we can effectively get a movie out there and market it in a way that really hits the audience, even better for everybody I just want to give more films more of a way to be seen, that’s a big problem Taking the time to talk to me about it gets it out there, so this is important As a distributor, you can’t release everything and there’s a lot of movies that might not make sense for the company So, we’re trying to get better at finding things we can really execute on and be helpful to, but there’s a lot of stuff out there that’s hard to not help find those movies a home. We also helped start a company called AltaVOD, you can go to altavod.com and you can see that filmmakers can self-distribute their movies transactionally, and set price points
PJFM: This is the first dramatic role for Jonas in, I’d say a few years at least, what was it like getting him back in that space?
It was interesting. He does such a great job and he was so in it, he jumped in with everything he had to do this role. And it shows, I think. To take on a movie that’s heavy dialogue, that’s all about you, you’re in every scene, there’s so much on his shoulders, but I think Nick has put a lot on his shoulders over his life He’s used to that pressure Some people can let it push them away and some people can let it lift them I felt like he really took that pressure and flipped it to give a great performance It starts with preparation; he was really prepared It starts with a willingness to collaborate, and listen, and try, and not everything’s gonna be great, so you have to be, you know, willing to suck sometimes...We’re sixteen years friends, it’s a long time to know somebody, and he knows I care about it and I really want to do something good, so I think he was trusting in my ability to help shape and tell the story and work with everybody on this story
HEAR THE FULL INTERVIEW
ON THE PJFM APP
Digital Chutzpah Submissions
CatchingUpWith UnapologeticallyJewish
Our Unapologetically Jewish social media contest has been running all summer! Let’s check in on the content these talented creators have been making as they journey to potentially win $5,000. If any of these topics pique your interest, head to the social media handles of each contestant, or find all their content aggregated on our Instagram, @phillyjfm
Sarah (@learnyiddishwords):
Sarah has brought her rhinestones and knowledge of the Yiddish language to Instagram, showcasing the origins and meaning behind Jewish slang terms and words with Yiddish roots that made their way to the English language. She has also highlighted the inspirations behind her Yiddish language learning journey: her two wonderful grandparents.
Odellya Sohnis (@upsidedowncrabbucket)
Erez Shek (@jewiscal101):
Erez has been busy adapting TikTok trends into their format of highlighting Jewish musicians and promoting queer Jewish artists with their Jewsical 101 guides. He has brought forth well-researched profiles on Jewish artists and has also printed some coasters of his logo that he has featured on his Instagram story.
Odellya and her nonprofit, Upside-Down Crab Bucket, have rolled out a raffle for a retreat with Jewish influencer Matthew Nouriel to learn about Jewish intersectionality with the queer community. The retreat will also focus on wellness with group acupuncture, power yoga, and a session of mindful cooking. Enter the raffle and find peace!
CatchingUpWith UnapologeticallyJewishCont.
Jamey “Numoon” Roberti (@numoontalk):
Numoon released a track called “Mixed Blessings,” a hip-hop track inspired by The Alchemist that focuses on his upbringing in a low-income environment with parents from two different religions, Judaism and Catholicism. The song finds joy in an environment that easily could have been mined for a sob story, but instead takes a nostalgic look at his childhood over a vibrant horn section.
William Cohen (@tokin.jew):
William has brought his brand of stoner comedy to the Jewish world, experimenting with artificial intelligence to perform face swaps of celebrities with a Jewish background. Despite facing censorship and shadow bans from Instagram for his cannabis-related content, William has racked up over 40,000 followers and rolled out new merchandise this summer.
Elyse (@poetrymission):
Elyse published a reading of her poem “180 days” with illustrations in collaboration with Elisabetta Furcht, an Italian artist who has drawn depictions of Israeli hostages taken after October 7th. Her writing highlights the failings of the 24-hour news cycle in promoting the rescue of these hostages and promotes strength in the Jewish people.
Dia Morgan Chaimowitz (@warning_its_dia):
Dia’s content has been focused on the importance of finding a local Jewish community, highlighting her changes from focusing her identity around her job to her inherent Jewish heritage. In her June 7th video, Dia talks about becoming “Little Miss Pico Boulevard” as she connects with her nearby community to come together on Shabbat.
ASK THE STAFF
Matthew Bussy Beth Becker Dean Bruce Yae Straxkson
J E W S W H O P U S H E D B O U N D A R I E S
Bernstein was constantly ahead of the curve on social issues ranging from the civil rights of Black Americans to being one of the first public figures to speak at an AIDS fundraiser. Bernstein even earned himself an FBI file that was updated from 1949 to 1963 due to his ties with “Communist organizations”. Funnily enough, he would later play shows celebrating the fall of the Berlin Wall in 1989, and was a marquee figure in securing the release of political prisoner and fellow musician
Mstislav Rostropovich.
Leonard Bernstein Lenny Bruce
Bruce’s “Jewish and Goyish” sketch will go down in history as one of the greatest pieces of Jewish comedy ever produced. His sketch work and stand-up routines were so popular and revolutionary because of all the boundaries they pushed. Bruce was constantly getting arrested for obscenity violations because of his colorful language and brash demeanor. To this day, he still inspires many comedians getting their starts at open mics around the world.
Chelsea Handler
Chelsea Handler has been a presence on television since the mid- 2000s, with her talk show Chelsea Lately being one of the first late night shows to catch on in the era of Internet video streaming. Despite being well-respected, Handler has not escaped controversy in her career. Handler’s frank personality occasionally got her in hot water, as she had rumors make the rounds about a sex tape leaking in 2010. She handled it with grace, noting that the tape was not real. The video was a sketch framed around a sex tape she had put on audition tapes for years.
BRONZE SPONSORS
PRESENTING SPONSORS
Elaine Lindy
Weitzman National Museum of American Jewish History
CHAI SOCIETY SPONSORS
Horace W. Goldsmith Foundation
The Lindy Family
PLATINUM SPONSORS
Phyllis and Howard Fischer
DIAMOND SPONSORS
Jack and Cindy Bienenfeld, The Henry and Helen Bienenfeld Foundation
Mickey and Barbara Black
Jacob Cohen and Sarah Waxman
Steve and Betsy Filton
Marcy Gringlas and Joel Greenberg, Seed the Dream Foundation
Edward and Susan Hoffman
Lisa Kabnick and John McFadden
Amy and Richard Oller
Harriet and Larry Weiss
GOLD SPONSORS
Susanna Lachs Adler and Dean Adler
Jay W. Barnett Lobro Associates
David and Nancy Colman
Harris and Debra Devor
Dr. Alexander and Andrea Ehrlich
Debbie and Bob Fleischman
Judith and Joel Golden
Libby S Harwitz and Burton Blender
Julie and Richard Jaffe
Cathy and Dan Kaufman
Ellyn and Seth Lehr
Larry and Cindy Rappoport
Pam and Tony Schneider
SILVER SPONSORS
David and Hallee Adelman
Mr. and Ms. Glenn Blumenfeld
Michael Coleman and Ellen Singer Coleman
Elaine and Jim Culbertson
Sam and Gail Goldstein
Mary and Stuart Kahn
Rena Kopelman
Carole Landis Foundation
Susan and Jim Meyer
Richard and Beth Probinsky
Mary and Nathan Relles
Lyn M Ross
Patricia Saddier-Dana
Ellen Schwartz and Jeremy Siegel
Susan Sherman, Independence Foundation
Seyna and Larry Abel Anonymous
Brinker, Simpson and Company c/o
Cathy Seiler, CPA
Sidney Cohen
Deutsch Family Foundation
Art and Lynne Ellis
Arlene Fickler
Adele Aron Greenspun
Margie Honickman
Susan and Leonard Klehr
Robin Rifkin and Michael Silverman
Lynn and Bruce Robins
Francyn Sacks
Frann Shore
Francine Tabas
Joseph Zuritsky
RUBY SPONSORS (FALL FEST)
Eileen Dwell and Chuck Steinberg
Rosa and Alberto Esquenazi
Bonnie Freundlich & Yuri Sergeyev
Terri N. Gelberg
Nancy and Gary Gordon
Ruthie Levikoff
Sheldon Liss
Debra Malinics
Stephen C. Richman, Markowitz & Richman
Jordan Rosenberg
Rebecca and Ed Schulman
Patricia Siegel
Rita and Bob Siegle
Jerry Silverman
Adam Stout
Joan Tishgart
FRIEND SPONSORS
Segal McCambridge Singer & Mahoney
HOSPITALITY SPONSORS
Cooper Spirits
Storybook Trips by Kevin
MEDIA SPONSORS WHYY
Lindy SpringFest and Digital Chutzpah 2024! Sponsors
DIRECTOR
Arthur and Lisa Berkowitz
Joseph M. Field and Marie H. Field
Seth Goldstein
CINEMATOGRAPHER
Jacob Cohen and Sarah Waxman
Jan Felman and Harvey Schwartz
FRIEND
Joseph M Manko, Sr
CINEPHILE
Sid Amster
Penni and Mark Blaskey
Sally and Stewart Eisenberg
David Mink
Patricia Siegel
Rabbi Lynnda and Larry Targan
FAN
Norman and Suzanne Cohn
Robert Elfant
Arlene Goldman
Jane Greenspan
Fanny and Roger Korman
Robert and Marlyn Vogel
Marty Tuzman and Eileen R. Heisman Tuzman
Thank you for supporting the organization. Thank you for supporting the organization.