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The two big movies hitting theaters on Friday couldn't be more different. 

, Christopher Nolan's sprawling biographical thriller about the man known as the father of the atomic bomb, which the 

 will leave viewers "absolutely devastated." And there's Greta Gerwig's 

, a fantasy comedy with original songs and enough pink paint to prompt a 

Together, they form Barbenheimer. Or is it Oppenbarbie? Boppenheimer? 

Whatever you call it, it's blown up into a cultural juggernaut. 

Warner Bros. and Mattel unleashed a powerful Barbie 

. Retailers and restaurants have followed suit, offering their own twist on "

 has taken a more subdued approach, all the hype appears to have given both movies a boost. 

 celebrating the mashup, effectively transforming a box-office battle into an unlikely double feature.

And it seems many people are actually committing to the bit: The National Association of Theatre Owners projects that more than 200,000 moviegoers will attend same-day viewings of both movies across North America this weekend. 

"This weekend has captured the cultural imagination in an unprecedented way," association President and CEO Michael O'Leary, told NPR in a statement. "People ... are flocking to the theatres in groups, with family, friends, neighbors, to celebrate two different, but amazing motion pictures."

Both movies come from directors with devoted fanbases, feature ensemble casts and grapple with existential dread — to varying degrees. 

tells the story of American physicist J. Robert Oppenheimer (played by 

' Cillian Murphy), who directed the Los Alamos Laboratory during World War II and helped develop the country's first nuclear weapons. 

 him as "the most important person who ever lived."

Upon seeing the first successful bomb test in the New Mexico desert in 1945, Oppenheimer reportedly quoted a Hindu scripture: "Now I am become Death, the destroyer of worlds" — now available 

American Prometheus: The Triumph and Tragedy of J. Robert Oppenheimer

 by Martin Sherwin and Kai Bird. It's the 12th film by Nolan, whose previous blockbusters include "The Dark Knight" trilogy, 

, on the other hand, follows the Mattel icon (played by Margot Robbie) as she experiences an existential crisis: "Do you guys ever think about dying?" she asks on the dance floor at one point in the trailer. 

 Ryan Gosling) leave idyllic-looking Barbieland behind to explore the real world and discover "the truth about the universe." 

Indie director Gerwig wrote the screenplay with her partner Noah Baumbach. This is her third film as solo director, after 

The movie, which clocks in at just under two hours, amounts to both corporate propaganda and Malibu metacommentary, 

Why are they coming out on the same day?  

It's increasingly rare for two such high-profile movies to hit theaters on the same day. 

 with Nolan leaving Warner Bros. (after its 

 to release its 2021 movies in theaters and on its streaming service simultaneously) and make 

Their theory is that Warner Bros. chose to release 

at a recent press event, Nolan chuckled and refused to answer. 

 releasing two different genres of movies on the same day can actually be good for business, especially if they appeal to distinct demographics. 

And it certainly appears to be fueling ticket sales for both 

, whose target audiences may not be as segmented as some originally thought. 

for suggesting that there would be little overlap. He was immediately inundated with tweets — many from 

 have poked fun at everything from the movies' opposing aesthetics to viewers' requisite costume changes to the sheer volume of the hype itself. 

 featuring a massive pink mushroom cloud. And sites like 

 are selling all kinds of crossover T-shirts, mixing and matching the movies' slogans and visuals.

"It's Mattel versus the Manhattan Project and BarbenHeimer," Paul Dergarabedian, a senior media analyst for Comscore, 

. "That just means that this is going viral, and that's good news for both 

There's been so much chatter about seeing both movies that it's even spurred a 

Spending five-plus hours in a movie theater is no small commitment, and there's 

on how best to go about it. Do you start with 

and a dance party? Or do you ease in with a 

 brunch so you can drag your depleted self straight to bed when it's all over?

While public opinion seems to favor ending on a lighter note, there are compelling arguments to be made for each side, 

Robbie, Barbie herself, called it a "perfect double bill" at her movie's 

"I think actually start your day with 'Barbie,' then go straight into 'Oppenheimer' and then a 'Barbie' chaser," she said.

Tom Cruise, whose latest "Mission: Impossible" movie opened in theaters last week, 

 that he plans to see both, likely starting with 

last then you might be a bit of a psychopath," 

"I want to have mimosas and drinks and cocktails after 

, I don't want to, like, sulk," she said. "That's just my plan, as long as you're seeing Barbie I don't care."

Those who worked on the movies appear to be enjoying the rivalry-turned-alliance. 

A picture of Gerwig and Robbie posing with their 

theater tickets last month, for example, sent the internet into another minor frenzy.

"I love that there's solidarity though, where people tried to pit us against one another but now it's turned into like a double-feature situation," Gerwig told 

 that she feels "very shiny" to be associated with 

, adding that "a rising tide lifts all boats." 

 that many in the industry have been longing for "a crowded marketplace with a lot of different movies." 

"That's what theaters have now, and those of us who care about movies are thrilled about that," he said. 

 to her movie's premiere, similarly told 

 that the other film's cast has been "so supportive" toward hers. 

"It doesn't have to be competitive!" she said. "It's really cool and that's what we want: that full spectrum of what you can see in movie theaters. We love it."

An important note: Now that SAG-AFTRA is on strike, the actors are officially prohibited from promoting their movies. That's why the 

 last week, and why Robbie's glamorous parade of 

And don't worry, you can watch the movies without crossing the proverbial picket line. The actors' and writers' unions say it's OK to go to the movies (or even stream content online), 

, the guilds have not asked fans to boycott productions — and are instead encouraging non-members to show their support by posting on social media and donating to community funds.   

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Rachel Treisman

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After months of inescapable marketing, viral memes and crossover merch, two of the year's most anticipated movies hit theaters on Friday. Here's why so many people want to see both — and how to prep.

What to know about the 'Barbenheimer' double feature frenzy

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