Warner Bros.’ Barbie has become a major success, both as a movie and a cultural phenomenon. It is on the verge of surpassing $1 billion at the global box office after reaching $900 million. Typically, a studio would announce a sequel for such a hit, but Barbie is not like other movies. It faced unique challenges, including writers and actors strikes, making it difficult to announce a returning creative team or cast.
One distinct aspect of Barbie is that the talent that made the movie successful does not have deals in place for a sequel, unlike major franchise plays such as Marvel or Star Wars. Margot Robbie, who played Barbie and produced the film through her banner LuckyChap, is not obligated to return as Barbie. While her acting fee and box office bonuses are unknown, securing a new deal would be costly. Additionally, merchandising points could be up for negotiation.
Ryan Gosling, who portrayed Ken in the film, also does not have a deal for a sequel. Known for his aversion to big studio tentpoles, Gosling typically adopts a “one and done” approach. Even if he were interested in a sequel, his strong preference against them could hinder deal negotiations.
Greta Gerwig, the movie’s director and co-writer, also does not have a deal for any sequel, just like her partner Noah Baumbach. Sources suggest that the studio approached Gerwig’s representatives about directing a sequel several months before Barbie’s release. However, her team wisely postponed discussions until after the film’s release. With the movie set to reach $1 billion, this strategic move may turn out to be an excellent decision.
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Barbie has exceeded expectations at the box office, surprising many. The film was greenlit under the studio regime led by Toby Emmerich, Carolyn Blackwood, Courtenay Valenti, and Cate Adams. Warner Bros.’ merger with Discovery in 2022 temporarily placed Barbie’s fate at risk due to potential regime changes. However, Michael De Luca and Pamela Abdy, the new heads of the studio, recognized the movie’s potential and allowed the filmmakers creative freedom during the post-production process.
The movie’s marketing campaign presented some challenges as well. One early tagline, “If you love Barbie…if you hate Barbie, this movie is for you,” raised concerns at toymaker Mattel. Naturally, Mattel was displeased with the use of “hate” and “Barbie” in the same sentence. Yet, Robbie Brenner, Mattel’s film head and a producer on Barbie, helped smoothen things over.
Margot Robbie and her production company LuckyChap, along with Gerwig, played essential roles in Barbie’s success by bringing the project to Warner Bros. and investing their belief in the film. Gerwig’s involvement as the director was vital, as Robbie agreed to star in Barbie once Gerwig signed on to direct. The duo also persistently pursued Ryan Gosling until he agreed to play Ken.
In post-production, Gerwig faced the challenge of balancing the movie’s different tones, including broad comedy, camp, humanism, and musical elements, to create a film that appealed to a wide audience. Barbie challenged traditional gender stereotypes while providing a refreshing female point of view, potentially paving the way for more female filmmakers and stories. Early award buzz has also surrounded the film.
Nevertheless, due to ongoing strikes, negotiations for a sequel have been put on hold. The movie’s box office success benefits the talent involved. For now, Gerwig plans to relax and enjoy the success of Barbie, as she recently expressed in an interview with The New York Times.
When discussions about a sequel finally take place, significant financial negotiations can be anticipated. With Barbie’s unprecedented success, the financial stakes will be high for all parties involved.
