We started to see the material electrify the culture.

About a month later, they were shooting in Santa Monica and we knew people were going to be able to take pictures on the street of Margot and Ryan in their multi-color Dayglow outfits on the beach. It was one of those moments that took on a life of its own. We put out a single image of Barbie in her Corvette in Barbieland.

The first electric moment was at CinemaCon in 2022. We had a lot of internal discussions about “What’s the right first piece of material?” and “When is the timing of it? How much of the story should we give away?” Each time we released something, the movie was getting to a new level of engagement in the culture. When did you start to notice the “Barbie” marketing was resonating in a big way? president of global marketing Josh Goldstine spoke to Variety about the buzzy memes, must-have costumes and “Barbenheimer” phenomenon that led to this summer’s very pink smash hit. In wake of its record-breaking debut, Warner Bros. It’s an especially big deal at a time when Tom Cruise and Harrison Ford have struggled to save the box office. With the help of “Oppenheimer,” which debuted to $80.5 million, this weekend boasted the biggest collective box office turnout of the pandemic era, as well as the fourth-biggest in history. “Barbie,” starring Margot Robbie and Ryan Gosling as life-size versions of the popular Mattel dolls, crushed box office expectations with $165 million in North America and a stunning $337 million globally. The efforts of the extensive and expensive marketing campaign - which rival studio executives estimate to cost $150 million, not including the $145 million production budget - are already paying off.

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