Warner Bros. and Mattel’s strategic marketing efforts for “Barbie” have proven to be highly successful. The comedy film, starring Margot Robbie and Ryan Gosling as the iconic dolls, exceeded all expectations by grossing $155 million domestically and $337 million worldwide during its opening weekend. This not only makes it the highest-grossing domestic debut this year, surpassing “Super Mario Bros.,” but it also marks a significant achievement for female director Greta Gerwig, who now holds the record for the highest-grossing domestic opening weekend.
In addition, “Barbie” achieved the best-ever Monday box office performance for Warner Bros., generating an additional $26 million. Industry experts from BoxofficePro estimate that the film is on track to reach $400 to $425 million domestically by the end of its theatrical run, positioning it among the top-grossing movies of the year.
The film’s triumph can be largely attributed to the extensive marketing campaign devised by Mattel and Warner Bros. Over a year ago, the companies began brainstorming ideas to ensure widespread awareness of the film. According to Daniel Loria, the SVP of content strategy and editorial director at BoxofficePro, the directive from Warner Bros. Discovery CEO David Zaslav was to go “all-in on Barbie Summer.” This marked a departure from Warner Bros.’ previous strategy of releasing movies simultaneously on its streaming platform, and it proved to be a wise decision.
The “Barbie” campaign involved more than 100 international partnerships, ensuring that the film’s presence was felt everywhere. The marketing push extended into various realms, including Barbie-themed ice cream, roller skates, and even a Barbie Xbox. Shopping malls across the US showcased Barbie-licensed clothing, perfume, and sunglasses, catering to consumers of all demographics.
April saw the campaign intensify with the launch of an online poster generator, allowing social media users to personalize and share content related to the film. Additionally, Warner Bros. declared Barbie Summer on June 21, saturating public spaces with pink benches and billboards featuring only the film’s release date. Furthermore, the promotional efforts for “Barbie” will continue beyond the film’s release, with Mattel planning further campaigns to sustain interest.
While many have speculated about the seemingly endless marketing budget for “Barbie,” marketing experts believe it is likely within industry standards. Abigail Shapiro, a US marketing manager at Crimtan, estimates the budget to range from $125 million to $150 million. Rival studios have placed the budget at around $150 million, in line with the usual practice of allocating approximately 50% of a big-budget film’s production budget to marketing. Additionally, Mattel’s smart licensing strategy has allowed them to form partnerships that generate substantial profits for the company.
“Barbie” proved to be an event movie, offering audiences a unique and memorable experience. Special screenings known as “Barbie Blowout Parties” granted fans free merchandise such as pink berets, sunglasses, pins, posters, and stickers. Theaters across the country featured larger-than-life Barbie doll boxes as photo opportunities, encouraging attendees to share their experiences on social media. Some theaters even rolled out pink carpets, contributing to the premiere-like atmosphere.
Despite some online backlash regarding the extensive Barbie marketing, audiences fully embraced the film. The opening weekend saw sold-out screenings, and moviegoers turned up dressed in various shades of pink, reminiscent of highly anticipated film premieres like those of Star Wars and Harry Potter. The release of “Barbie” coinciding with Christopher Nolan’s “Oppenheimer” created a unique phenomenon known as Barbenheimer, generating widespread internet buzz and resulting in over 200,000 people purchasing same-day tickets for both films.
Bruce Nash, CEO and founder of The Numbers, attributes the success of Barbenheimer to people’s desire to be part of a big event and enjoy novel experiences. The pairing of two contrasting films created a sense of excitement and celebration, offering audiences the opportunity to participate in a collective experience.
Overall, “Barbie” has surpassed expectations and secured its place among the year’s highest-grossing movies. The collaborative efforts of Warner Bros. and Mattel, along with a well-executed marketing campaign, have propelled the film to tremendous success.
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