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Barbie and Oppenheimer hit cinemas around the world this weekend after months of hype.
With arguably two of the most anticipated movies over the year being released on the same day, it was a big weekend for movie fans.
The silver screen showdown was dubbed "Barbenheimer".
Barbie tipped to out-earn Oppenheimer
Both films were expected to rake in big profits, according to the National Association of Theatre Owners's (NATO) magazine Box Office Pro.
Barbie was expected to make between $US140 and $175 million (between $208 million and $260 million) in its first three days.
Oppenheimer was tipped to earn between $US52 and $72 million (between $77 million and $107 million).
How much did they earn?
Barbie is in the lead based on Friday's figures, but there's limitations to that data.
We looked at the numbers from IMDb's Box Office Mojo, which only revealed the US figures and were still estimates.
The site's figures for Friday showed Barbie's estimated earnings were $US70.5 million.
Oppenheimer's was $US33 million.
When will we know more?
Not until after the weekend.
We still don't even have Saturdays' figures, let alone Sunday's.
While it may be well into Sunday in Australia, the time difference means it'll be Monday here before those numbers can be tallied up.
And it's especially important to taken in the whole weekend's figures because movie buffs might have planned to see both movies this weekend — one on Saturday and the other on Sunday.
Depending on which movie most fans see first, we could see a spike in profits from Barbie or Oppenheimer kick in after Sunday.
A win for the game
While the movies are being pitted against each other, this rivalry serves to boost both Barbie and Oppenheimer.
"Barbenheimer is a marketing gift borne out of social media," analytics firm Comscore's Paul Dergarabedian told the Associated Press.
"You're certainly aware of both movies in a more profound and compelling way than I think might have otherwise happened had they been released on different weekends."
Typically, promotional campaigns for films don't badmouth the movies from other production companies.
Barbie director Greta Gerwig and star Margot Robbie made a point of showing support for other big films:
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Mr Dergarabedian pointed out that even Tom Cruise entered the so-called fray as a promotion for movie theatres.
Cruise's latest action Mission: Impossible – Dead Reckoning Part One opened last weekend.
He posted photos of him and director Christopher McQuarrie with tickets to see the Barbie movie, Oppenheimer and Indiana Jones and the Dial of Destiny on Instagram.
"I love a double feature, and it doesn't get more explosive (or more pink) than one with Christopher Nolan's Oppenheimer and Greta Gerwig's Barbie," Cruise said.
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"Not only is Tom Cruise the biggest box office star in the world, but he's also an incredible ambassador for the movie theatre, for the movie theatre experience and boosting other movies," Mr Dergarabedian says.
"And that collegial atmosphere within the framework of what is seen as the very competitive box office derby is kind of a nice thing."