Warner Bros. Prepares 'Barbie' Summer Campaign: Unprecedented Marketing Effort
2023-07-24
After nearly a year of box office disappointments, Warner Bros. turned the tide with 'Barbie'. The film opened with a record-breaking $155 million, ranking among the top five highest opening weekends in the company's history.
In a summer where no film had an opening weekend gross of over $40 million, 'Barbie', with a production budget of $145 million, became one of the highest-grossing films of the season, much cheaper than many other big IP films.
Warner Bros. distribution executive Jeff Goldstein described the film's marketing campaign as unprecedented.
"It was truly a company-wide effort to let people know how special this film is." In this divisive era, the movie brought the world together with a pink unicorn.
Multiple Warner executives revealed that the marketing plan for the film began in January of this year, with Zaslav convening all the top leadership he found at Warner to discuss the plan to turn 'Barbie' into a summer blockbuster. The plan was internally referred to as 'Operation Barbie Summer.'
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"Barbie" Sets New Record as Warner Bros' Highest Grossing Film in North America, Surpassing "The Dark Knight"
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"Barbie": Director Claims Throne in American Film History as Highest-Grossing Female Director to Date
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Margot Robbie Stars in "Barbie," Earns $50 Million, Crowned Queen by Warner Bros.
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Margot Robbie stars in the movie 'Barbie,' soaring to a $50 million box office success and cementing her status as the reigning queen of Warner Bros. A cinematic triumph that secures its place as Warner Bros.' second-highest-grossing film, with the charm to captivate audiences for weeks on end. ...
Film "Barbie" Extends Screening until September 20, Domestic Box Office just over 200 Million
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Barbie Sparks Box Office Fire, But Barbie Doll Sales Plunge
2023-08-07
According to the report from Finance News, the movie "Barbie" has achieved tremendous success at the global box office. As of August 4th, the film has grossed approximately $853 million worldwide, ranking second on the 2023 global box office chart. However, in stark contrast to the grandeur of the "Barbie" film, the core product of Barbie IP, the Barbie doll, is facing a slump in sales: According to data from Mattel, in the first quarter of 2023, total Barbie doll sales plummeted by 41% to $120 million. Even with the boost from the movie, Barbie doll sales in the first half of 2023 still declined by 6% year-on-year. The sales of Barbie dolls rank second among all IPs under Mattel, far behind the culturally enriched Hot Wheels toy line. ...
