Earlier this year, Universal Pictures and Illumination surprised everyone by releasing The Super Mario Bros. on Digital platforms a little over a month after it arrived in theaters.
It was already a $1 billion hit by that point and the gamble paid off for the studios when the animated adventure ended up breaking VOD records. Now, Warner Bros. appears to be taking a similar approach to Barbie despite the fact it's still breaking box office records.
Variety confirms that the movie is scheduled to hit Digital platforms on September 5 and is already available to pre-order on Amazon for $19.99.
Interestingly, there's been some backlash to the decision on social media. Barbie has been a cultural phenomenon, but many fans believe a six-week window is too short, particularly with it still performing well at the domestic and international box office.
There's plenty of time for the Mattel movie to continue making money in the next few weeks, of course, and this news comes after Barbie just passed The Dark Knight to become Warner Bros.' biggest movie in North America.
As things stand, Barbie has made over $1.2 billion worldwide and looks set to be the biggest title of 2023. The prevailing theory is that the movie is going to eventually surpass Harry Potter and the Deathly Hallows - Part 2's $1.34 billion haul, a feat it should be able to achieve during what looks set to be a quiet August.
"To live in Barbie Land is to be a perfect being in a perfect place," reads the movie's brief synopsis. "Unless you have a full-on existential crisis. Or you’re a Ken."
The epic ensemble includes Will Ferrell, John Cena, Simu Liu, America Ferrera, Ariana Greenblatt, Ncuti Gatwa, Emma Mackey, Alexandra Shipp, Michael Cera, Issa Rae, Kingsley Ben-Adir, Rhea Perlman, Kate McKinnon, Dua Lipa and Helen Mirren.
Barbie is now playing in theaters.