Saturday, July 4, 2026

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

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“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!

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Roger Friedman
Roger Friedman
Roger Friedman is the founder and editor-in-chief of Showbiz411. He wrote the FOX411 column on FoxNews.com from 1999 to 2009, where he covered Michael Jackson, and previously wrote the "Intelligencer" column at New York magazine in the mid-1990s, where he covered the O.J. Simpson trial. He also edited Fame magazine. His bylines have appeared in The New York Times, The Washington Post, the New York Daily News, the New York Post, Vogue, Details, and the Miami Herald. He is a voting member of the Critics Choice Awards (Film and Television branches), and his movie reviews are tracked by Rotten Tomatoes. With D.A. Pennebaker and Chris Hegedus, he co-produced the 2002 documentary "Only the Strong Survive," which screened at Directors' Fortnight at the Cannes Film Festival.

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