In the storied annals of Hollywood, there is an elite group of individuals who have held the distinction of being the sole directors of billion-dollar movies. Historically, this group consisted of 28 men, until Greta Gerwig shattered the glass ceiling and became the first woman to join their ranks. Gerwig’s film, “Barbie,” which she directed and co-wrote with her partner Noah Baumbach, has achieved an unprecedented feat, surpassing $1 billion in global box office sales in just 17 days. This sets a new record for Warner Bros., which boasts a century of filmmaking history, with no movie having achieved such rapid ticket sales. Previously, “Harry Potter and the Deathly Hallows: Part 2” held the record at 19 days.
Despite attempts to reach Greta Gerwig for comment, she remains unavailable, amplifying the excitement at Warner Bros. Jeff Goldstein, the studio’s president of domestic distribution, expressed his elation with a exuberant text message proclaiming “PINK FEVER.” “Barbie” continues to dominate the North American market, securing the top spot for the third consecutive weekend with an impressive $53 million, bringing its domestic total to $459.4 million.
This triumph of “Barbie” defies an enduring misconception in Hollywood that movies targeted at female audiences have limited appeal. However, there have been notable films in recent years that have challenged this notion, such as “Wonder Woman,” directed by Patty Jenkins and starring Gal Gadot, which grossed $823 million worldwide for Warner Bros. in 2017. Additionally, “Captain Marvel,” directed by Anna Boden and Ryan Fleck, and featuring Brie Larson, soared to a stunning $1.1 billion for Disney in 2019. The success of “Twilight,” based on Stephenie Meyer’s novel and directed by Catherine Hardwicke, cemented its status as a blockbuster franchise, amassing $408 million for Lionsgate in 2008.
Nevertheless, studios have remained hesitant to fully invest in women-centered movies. Prior to the release of “Barbie,” even some executives at Warner Bros. doubted the wisdom of allocating a substantial budget of approximately $145 million to create a film that appears predominantly pink. Interestingly, the contracts signed by Ms. Gerwig and Margot Robbie, who portrays the titular character, do not include provisions for sequels.
Ana-Christina Ramón, an author of annual studies on Hollywood hiring published by the University of California, Los Angeles, opines that the undervaluation of women-centered movies can be attributed, in large part, to the scarcity of women in senior leadership roles within studios. Oftentimes, decision-makers rely on past experiences and stereotypes, leading to a predisposition against taking risks in this genre.
The success of “Barbie” can be credited to the collective efforts of numerous individuals, both men and women alike. Ynon Kreiz, CEO of Mattel, allowed Gerwig to satirize his company and its iconic toy. Toby Emmerich, former chairman of Warner Bros. Pictures Group, greenlit the project. In the wake of his departure, Michael De Luca and Pamela Abdy took on the responsibility of overseeing the film’s postproduction and release.
Further support for “Barbie” came from Josh Goldstine, Warner’s president of worldwide movie marketing, who orchestrated a thunderous promotional campaign. Yet, it was women who played a pivotal role in propelling “Barbie” forward, especially during its early stages when skepticism loomed. This exemplary scenario serves as a testament to the pressing need for more women to occupy positions of power within the film industry, as acknowledged by Ramón.
Notable women who championed “Barbie” include Robbie Brenner, a producer on the film and the head of Mattel Films. Vulture, a prominent culture and entertainment news site, dubbed her the individual who rescued “Barbie” from development hell. Brenner, who earned an Academy Award nomination for her work on “Dallas Buyers Club” (2013), joined forces with Margot Robbie to produce the film, eventually convincing Greta Gerwig to pen the script and eventually direct it. Courtenay Valenti, formerly the president of production at Warner Bros., played a crucial role in recognizing the potential of “Barbie” from its early stages. She vehemently advocated for Gerwig, ensuring that she had a substantial budget to bring her vision to life. Valenti has since departed Warner Bros. to assume the position of heading film, streaming, and theatrical ventures at Amazon Studios and MGM.
“Barbie” has now solidified its standing as the pinnacle of Greta Gerwig’s directorial achievements, exceeding all previous successes by a wide margin. This box-office triumph firmly establishes her as one of the notable and influential filmmakers among mainstream audiences, joining the ranks of celebrated directors like Jordan Peele. Gerwig’s previous works, “Little Women” (2019) and “Lady Bird” (2017), garnered critical acclaim and three Oscar nominations.
As the curtains draw to a close on this remarkable journey, “Barbie” stands as a testament to the power of inclusivity and the potential of women-centered movies to captivate audiences worldwide. It serves as a poignant reminder that talent knows no gender, and it is high time for Hollywood to embrace and champion diverse voices in order to revolutionize the industry.
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