“Barbie” is a marketing colossus.
Last night, the Greta Gerwig directed comedy made $48 million on top of $22 mil in Thursday previews and is headed to a record shattering weekend. That’s a $70.5 mil opening night. The weekend will be double that or more.
The marketing part of it is pure genius, and will be studied for years to come. Mattel and Warner Bros. have collaborated on a pink revolution. There isn’t anyone who doesn’t know about this movie. The whole branding has been indelible. You can’t escape “Barbie” if you tried. She’s bigger than Mission Impossible and Indiana Jones.
And all this time we thought she was just a toy!
