Rival studio executives commend Warners and Mattel for what they say is a marketing campaign for the ages. The two films, along with Tom Cruise’s Mission: Impossible - Dead Reckoning, Part One, were the last summer tentpoles to have largely completed their publicity blitzes before the SAG-AFTRA strike commenced and rendered it impossible for stars to promote their movies. Stories about Barbie have become ubiquitous.īarbie is even expected to boost moviegoing overall and help Christopher Nolan’s new film, Oppenheimer, which opens the same day and chronicles the making of the atomic bomb (the contest between the two event films even has its own moniker, “ Barbenheimer“). And the value of the publicity the film has generated is immeasurable, from local TV news spot to features in Architectural Digest and The New Yorker. All told, these partnerships are worth at least $70 million to Warner Bros. Merchants and brands rushed to cash in on Barbie mania, while companies including Progressive Insurance and General Motors used Barbie in custom TV and digital advertisements. From custom pink Crocs to a Prada clothing line to hair dryers - and everything in between. Barbie has attracted more than 100 such partners. Then there are promotional partnership deals, which can be worth tens of millions. The price tag of a global marketing campaign for a big event title is usually $100 million or more. It’s commonplace for a Hollywood studio to spend just as much, if not more, to market an event pic as it does to actually make the movie. Selling a summer tentpole is more expensive than ever, and more complicated, amid the proliferation of social media and as the box office continues to find its footing following the pandemic. I haven’t felt this kind of electricity in a long time.” “I’ve probably worked on 250 movies over the course of my career, including Spider-Man at Sony way back in the day. Everyone wants to be a part of something,” says Warners global marketing president Josh Goldstine, who also did long stints at Universal and Sony. “One of the things about theatrical marketing is that it has the opportunity to engage the cultural zeitgeist in an exciting way. Barbie and Bandier's New Workout Collection Brings Bubblegum Pink to Your Fitness Routine
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