Friday, April 19, 2024

Barbie Box Office Boffo: $70.5 Mil Opening for a Record Shattering Weekend, Marketing Triumph


“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!

Roger Friedman
Roger Friedman
Roger Friedman began his Showbiz411 column in April 2009 after 10 years with Fox News, where he created the Fox411 column. His movie reviews are carried by Rotten Tomatoes, and he is a member of both the movie and TV branches of the Critics Choice Awards. His articles have appeared in dozens of publications over the years including New York Magazine, where he wrote the Intelligencer column in the mid 90s and covered the OJ Simpson trial, and Fox News (when it wasn't so crazy) where he covered Michael Jackson. He is also the writer and co-producer of "Only the Strong Survive," a selection of the Cannes, Sundance, and Telluride Film festivals, directed by DA Pennebaker and Chris Hegedus.

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