‘Barbie’s Marketing Is Nothing Short of Genius
The Big Picture The staggering box office of Barbie has all of Hollywood wondering how everyone involved in Greta Gerwig's third directorial effort pulled it off. As of this writing, Barbie is poised to crack the $1 billion mark worldwide, making it only the sixth feature to crack that threshold since the COVID-19 pandemic began. How does a movie get to such unexpected success? Barbie has shattered all expectations, a phenomenon that can be chalked up to many factors.
Warner Bros. has mimicked the format of the American Sniper teaser before for teaser trailers for films like Black Mass and A Star is Born, and the studio opted to return that style of marketing for the very first Barbie trailer. This teaser, which ran in front of massive December 2022 blockbusters like Avatar: The Way of Water, largely played out the opening scene of Barbie that mimics a key scene from 2001: A Space Odyssey.
These elements of the Barbie marketing campaign were a tremendous way of mimicking the way children personally interact with Barbie dolls. Warner Bros. marketers gave people a box and a selfie generator and then just let folks go hog-wild with the tools at their disposal. It’s a method mirroring how Mattel offered dolls to youngsters who could then paint, bend, or do anything else with these toys that they chose.
Women Go to The Movies??? What a Concept! In May 2008, The New York Times ran a piece just 10 days before the premiere of the theatrical movie Sex and the City about how shocked Hollywood was by the strong advanced ticket sales for the feature. The film industry and even Warner Bros. executives were apparently astonished a feature that didn't have men as its target demo could be such a highly anticipated project.
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