Pink is the new green. Warner Bros.’ upcoming film, Barbie, is not only a highly anticipated release, but it has also become a cultural touchstone before it even hits theaters. This is due to an extensive and impressive marketing campaign that has captured the attention of audiences everywhere.
In the world of marketing, there are two types of media: paid media and earned media. Paid media includes things like TV spots and trailers, while earned media refers to buzz on social media and publicity. Barbie has successfully generated both types of media, creating a significant amount of excitement and anticipation.
According to Josh Goldstine, Warner Bros. global marketing president, theatrical marketing has the unique opportunity to engage with the cultural zeitgeist in an exciting way. He compares the electricity surrounding Barbie to his experience working on movies like Spider-Man in the past. The level of excitement and buzz surrounding Barbie is unlike anything he has seen in a long time.
However, selling a summer tentpole like Barbie is more expensive and complicated than ever before. With the rise of social media and the ongoing recovery of the box office after the pandemic, marketing a film requires a significant investment. It is not uncommon for studios to spend as much, if not more, on marketing a film as they do on producing it. The global marketing campaign for a big event film can easily cost over $100 million.
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Partnership deals have also played a crucial role in the success of Barbie’s marketing campaign. More than 100 partners have jumped at the opportunity to collaborate with the iconic doll. From custom pink Crocs to a Prada clothing line, the merchandise and branding opportunities have been endless. Companies like Progressive Insurance and General Motors have even featured Barbie in their commercials. Warner Bros. and toymaker Mattel have earned at least $70 million from these partnerships alone.
The publicity generated by Barbie is immeasurable. The film has been featured in a wide range of media outlets, from local TV news to prestigious publications like Architectural Digest and The New Yorker. Stories about Barbie have become ubiquitous, further increasing the hype and anticipation surrounding the film.
Interestingly, Barbie’s release is also expected to boost moviegoing overall and help another film, Christopher Nolan’s Oppenheimer, which chronicles the making of the atomic bomb. This competition between the two event films has even been given the nickname “Barbenheimer.” The film industry is eagerly waiting to see how Barbie’s success will impact the box office.
Rival studio executives have commended Warner Bros. and Mattel for their exceptional marketing campaign. By focusing on the cool and fun factor rather than nostalgia, Barbie has generated a lot of excitement on social media platforms. The film was initially projected to have an $80 million opening, but projections have since grown to a staggering $110 million. Audiences are eager to have fun and experience a thrilling ride at the movies, and Barbie promises to deliver just that.
For Warner Bros. and its parent company, Warner Bros. Discovery, a box office win with Barbie is much needed. Previous releases like The Flash and Shazam! Fury of the Gods did not perform as expected, resulting in significant losses. Barbie has the potential to become a huge profit generator and showcase the success of the marketing team at Warner Bros.
Barbie, directed by Greta Gerwig and rated PG-13, is far from a conventional film. Its marketing campaign has been just as unique and bold as the movie itself. The first teaser trailer, released during the 2022 year-end holidays, was a parody of Stanley Kubrick’s 2001: A Space Odyssey, featuring Margot Robbie as Barbie. The playful tone continued with the first proper trailer, which went viral thanks to a moment showcasing Robbie’s arched foot stepping out of pink heels. Ryan Gosling, who plays Ken in the film, introduced the term “Ken-ergy” at CinemaCon 2023, becoming a buzzword associated with the movie. Additionally, Barbie floats made appearances in gay pride parades across the country during June.
Mattel, the company behind Barbie, has been an extraordinary partner throughout the marketing campaign. They embraced collaboration and allowed Warner Bros. to create edgy and exciting content that reflected the spirit of Greta Gerwig’s film. The synergy between various divisions within Warner Bros. Discovery also played a role in the extensive marketing campaign. Competitions and collaborations across different networks and platforms included everything from redesigning homes in Barbie-inspired rooms to a summer baking championship.
The response to Barbie has been overwhelmingly positive ever since the first look was released at CinemaCon in 2022. It instantly lit up the Internet and generated significant excitement among consumers and industry insiders. The anticipation for Barbie’s release has been building steadily, and the film is poised to make a substantial impact at the box office.
In conclusion, Barbie’s marketing campaign has been a resounding success, capturing the attention of audiences and generating immense excitement before the film’s release. The combination of paid media, earned media, and strategic partnerships has created a buzz that is rarely seen in the industry. Warner Bros. and Mattel have crafted a campaign that is as bold and exciting as the movie itself, promising audiences a remarkable experience at the movies.
