How Warner Bros Marketing Team Made Barbie a Box Office Hit

Barbie a Box Office Hit

With its most recent release, “Barbie” Warner Bros. has ended a year-long run of underwhelming film debuts and accomplished a spectacular win at the box office. The movie’s remarkable opening weekend, which brought in $155 million, cemented its place among the top five highest-opening weekends in studio history. Notably, this achievement also marks Warner Bros.’s first big box office triumph. In this news we’ll tell you about on how Barbie became a Box Office Hit.

Operation Barbie Summer, a cleverly called strategic marketing initiative, was masterminded by Discovery CEO David Zaslav. As a result of their recent merger with Discovery, Warner Bros. Discovery was able to use all of its resources under his direction to promote writer-director Greta Gerwig’s original concept for the legendary doll. Even apparently unconnected channels like TNT’s coverage of the NBA playoffs and digital integration on websites like CNN.com and Bleacher Report were included in the company’s massive marketing campaign.

Additionally, the movie established a solid co-branding relationship with Mattel, which led to promotions running on several TV networks. These included the “Barbie Dreamhouse Challenge,” an engrossing miniseries on HGTV about a contest, and an episode with a Barbie theme on the Food Network’s “Summer Baking Championship.”

Barbie a Box Office Hit

Warner Bros. domestic distribution head Jeff Goldstein lauded the movie’s marketing campaign and called it “one for the ages.” The result was a movie that, like a “pink unicorn,” a rare and wonderful phenomena, was able to unite people during a period of conflict.

The usual tentpole marketing campaign at Warner Bros. was given a modern twist with flashy press tours and opulent picture shoots that included a pink convertible and Margot Robbie in Barbie-inspired attire. Ryan Gosling was involved in the advertising and talked about “Kenergy” in interviews and featurettes. Self-aware gags about Barbie also added to the movie’s appeal.

In addition to its box office success, “Barbie” has demonstrated the possibilities of a successfully implemented multi-platform marketing approach in the dynamic environment of contemporary Hollywood. It not only strengthened Warner Bros.’ position but also demonstrated how savvy marketing efforts can draw in customers.

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