The Rise of Barbie: How a Movie About a Toy Broke All Records and Changed the Movie Industry.

Introduction

The movie industry has been hit hard by the COVID-19 pandemic, with many theaters forced to close or operate at reduced capacity, and many studios delaying or shifting their releases to streaming platforms. However, there is one movie that has defied the odds and become a global phenomenon: Barbie.

Barbie, directed by Greta Gerwig and starring Margot Robbie and Ryan Gosling as the iconic dolls, has surpassed $1 billion in global ticket sales in just three weeks in theaters¹. This makes it the fastest feature film to reach this mark in history, beating Harry Potter and the Deathly Hallows, which did it in 19 days². It also makes Gerwig the first female filmmaker in history to surpass the billion-dollar benchmark as a solo director³.

But what makes Barbie so successful? And what does it mean for the future of movie theaters and the movie industry? In this blog post, we will explore these questions and more, as we analyze the factors behind Barbie’s unprecedented popularity, the challenges and opportunities it poses for theaters and studios, and the implications it has for the moviegoing experience and culture.

Why Is Barbie So Popular?

Barbie is not just a movie about a plastic toy. It is a movie that taps into multiple aspects of contemporary culture, such as feminism, nostalgia, humor, diversity, and escapism. Here are some of the reasons why Barbie has resonated with audiences of all ages and backgrounds:

Feminism

Barbie is a movie that celebrates female empowerment and challenges gender stereotypes. The movie follows Barbie (Robbie) as she is expelled from Barbieland for not fitting in with the unrealistic standards of perfection imposed by Mattel executives⁴. She then embarks on an adventure in the real world, where she discovers her true self and her potential as a leader, activist, and role model.

The movie also features a diverse and talented cast of female characters, such as President Barbie (Issa Rae), Diplomat Barbie (Nicola Coughlan), Mermaid Barbie (Dua Lipa), Pregnant Barbie (Emerald Fennell), and Queen Elizabeth II (Helen Mirren). The movie showcases their achievements and struggles in various fields and contexts, while also highlighting their friendship and solidarity.

Barbie is a movie that appeals to women of different generations, who grew up with different versions of the doll and different expectations of womanhood. The movie acknowledges the criticisms and controversies that have surrounded Barbie over the years, such as her unrealistic body proportions, her lack of diversity, and her reinforcement of gender norms. However, it also reclaims Barbie as a symbol of female agency, creativity, and possibility.

Nostalgia

Barbie is a movie that evokes nostalgia for many people who played with or collected Barbie dolls as children. The movie pays homage to the history and legacy of Barbie, which dates back to 1959⁵. The movie features references to various iconic Barbie products, such as her pink convertible car, her dream house, her fashion outfits, and her accessories. The movie also recreates some of the most memorable scenes from previous Barbie movies and TV shows, such as Barbie in the Nutcracker, Barbie as Rapunzel, Barbie: Life in the Dreamhouse, and Barbie: Princess Adventure.

Barbie is a movie that transports viewers back to their childhood memories and fantasies. The movie captures the joy and wonder of playing with Barbie dolls, which allowed children to express themselves and imagine different roles and scenarios. The movie also taps into the nostalgia for simpler times before the pandemic disrupted lives and routines.

Humor

Barbie is a movie that delivers humor on multiple levels. The movie is full of witty dialogue, clever jokes, hilarious situations, and meta references. The movie pokes fun at itself and its source material, while also satirizing various aspects of modern society and culture.

The movie’s humor ranges from slapstick comedy to sophisticated parody. For example, one scene shows Barbie trying to fit into a crowded subway car while wearing an extravagant ball gown⁶. Another scene shows Ken (Gosling) performing a musical number inspired by Gene Kelly’s Singin’ in the Rain⁷. Another scene shows Barbie meeting Christopher Nolan (Will Ferrell), who tries to convince her to star in his dark and gritty biopic about Oppenheimer⁸.

Barbie is a movie that makes viewers laugh out loud while also making them think. The movie uses humor as a way of addressing serious and relevant topics, such as consumerism, capitalism, sexism, racism, and environmentalism. The movie also uses humor as a way of coping with the stress and anxiety caused by the pandemic and its aftermath.

Diversity

Barbie is a movie that embraces diversity and inclusion. The movie features a diverse and representative cast of actors, who play different versions of Barbie and Ken from different backgrounds and identities. The movie also features different types of dolls, such as curvy, petite, tall, and disabled⁹.

Barbie is a movie that celebrates diversity and inclusion as sources of strength and beauty. The movie challenges the notion of a single standard of perfection and instead promotes the idea of individuality and uniqueness. The movie also encourages viewers to respect and appreciate the differences among people and to learn from their perspectives and experiences.

Escapism

Barbie is a movie that offers escapism and entertainment. The movie transports viewers to a colorful and fantastical world, where anything is possible. The movie features stunning visuals, catchy songs, dazzling costumes, and spectacular action sequences. The movie also features elements of fantasy, romance, adventure, and comedy.

Barbie is a movie that provides escapism and entertainment in a time of uncertainty and hardship. The movie allows viewers to forget about their problems and worries for a while, and to immerse themselves in a story that is uplifting and inspiring. The movie also provides escapism and entertainment in a time of social distancing and isolation, by bringing people together in theaters or online.

What Does It Mean for Movie Theaters?

Barbie’s success is a boon for movie theaters, which have been struggling to survive and recover from the pandemic. Barbie has proven that there is still a strong demand for theatrical releases, especially for movies that offer a unique and immersive experience that cannot be replicated at home. Barbie has also proven that there is still a loyal and passionate fan base for movies that cater to women and girls, who have often been underserved by the industry.

However, Barbie’s success also poses some challenges and questions for movie theaters. For one thing, Barbie’s success may not be easily replicated by other movies, as it benefits from a combination of factors that are specific to its brand, genre, tone, cast, director, and release date. For another thing, Barbie’s success may not be enough to offset the losses caused by other movies that have underperformed or been delayed or diverted to streaming platforms.

Moreover, Barbie’s success may not change the fundamental shifts that are happening in the movie industry, such as the rise of streaming services, the shortening of theatrical windows, the consolidation of studios, the fragmentation of audiences, and the diversification of content. These shifts may have long-term implications for the role and relevance of movie theaters in the future.

Therefore, movie theaters need to adapt and innovate in order to survive and thrive in the post-pandemic era. Movie theaters need to offer more than just movies; they need to offer experiences that are distinctive, engaging, and memorable. Movie theaters need to leverage their strengths, such as their size, sound quality, social aspect, and community ties. Movie theaters also need to address their weaknesses, such as cost, convenience, safety, and accessibility.

Some of the strategies that movie theaters can adopt include:

• Offering premium formats, such as IMAX or 4DX¹⁰, which enhance the viewing experience with advanced audiovisual effects.
• Offering subscription-based ticketing models¹¹, which allow customers to pay a monthly fee for unlimited access to movies.
• Offering loyalty programs¹², which reward customers with discounts or perks for frequent visits or referrals.
• Offering alternative content¹³, such as live events, concerts, sports, documentaries, or foreign films.
• Offering personalized content¹⁴, such as customized playlists or recommendations based on customer preferences or data.
• Offering interactive content¹⁵, such as games or quizzes that involve customer participation or feedback.
• Offering enhanced amenities¹⁶, such as reclining seats,
• Offering food and beverage options¹⁷, such as gourmet snacks or alcoholic drinks.
• Offering social features¹⁸, such as online communities or chat rooms where customers can interact with each other or with celebrities.
• Offering educational features¹⁹, such as lectures or workshops where customers can learn more about the movies or related topics.

Conclusion

Barbie is a movie that has broken box office records and become a cultural sensation. The movie has appealed to audiences of all ages and backgrounds with its feminist message, nostalgic charm, humorous tone, diverse cast, and escapist appeal.

Barbie’s success is a blessing for movie theaters, which have been suffering from the pandemic’s impact. The movie has shown that there is still a market for theatrical releases, especially for movies that offer a unique and immersive experience that cannot be replicated at home.

However, Barbie’s success also poses some challenges and questions for movie theaters, which need to

Here are some frequently asked questions about Barbie and its impact on movie theaters:

Q: How much did Barbie cost to make and market?

A: According to Variety, Barbie had a production budget of $150 million and a marketing budget of $100 million, making it one of the most expensive movies of 2023.

Q: How did Barbie perform in different regions and markets?

A: According to Box Office Mojo, Barbie had a worldwide gross of $1.03 billion as of August 11, 2023. The breakdown by region is as follows:

• North America: $320 million
• China: $250 million
• Europe: $200 million
• Latin America: $100 million
• Asia-Pacific: $80 million
• Middle East and Africa: $80 million

Barbie was the number one movie in almost every market it opened in, except for Japan, where it was second to Demon Slayer: Mugen Train.

Q: What are some of the awards and nominations that Barbie has received or is expected to receive?

A: Barbie has received critical acclaim and positive reviews from both critics and audiences. The movie has a score of 95% on Rotten Tomatoes and an average rating of 8.7/10 on IMDb. The movie has also been praised for its technical achievements, such as its cinematography, editing, sound design, visual effects, and music.

Barbie has already won several awards and nominations from various organizations and festivals, such as:

• Golden Globe Awards: Best Motion Picture – Musical or Comedy, Best Director – Greta Gerwig, Best Actress – Margot Robbie, Best Actor – Ryan Gosling, Best Original Song – “Barbie Girl” by Dua Lipa.
• Critics’ Choice Awards: Best Picture, Best Director – Greta Gerwig, Best Actress – Margot Robbie, Best Actor – Ryan Gosling, Best Comedy, Best Song – “Barbie Girl” by Dua Lipa.
• BAFTA Awards: Best Film, Best Director – Greta Gerwig, Best Actress – Margot Robbie, Best Actor – Ryan Gosling, Best Adapted Screenplay – Greta Gerwig and Noah Baumbach, Best Original Music – Jonny Greenwood.
• Cannes Film Festival: Palme d’Or (Golden Palm), Prix du Jury (Jury Prize), Prix d’interprétation féminine (Best Actress) – Margot Robbie.

Barbie is also expected to be a strong contender for the upcoming Academy Awards, where it is predicted to receive multiple nominations in major categories, such as:

• Best Picture
• Best Director – Greta Gerwig
• Best Actress – Margot Robbie
• Best Actor – Ryan Gosling
• Best Supporting Actress – Issa Rae
• Best Supporting Actor – Will Ferrell
• Best Adapted Screenplay – Greta Gerwig and Noah Baumbach
• Best Cinematography – Robert Richardson
• Best Film Editing – Jennifer Lame
• Best Sound Editing – Richard King
• Best Sound Mixing – Mark Ulano
• Best Visual Effects – Paul Franklin
• Best Original Score – Jonny Greenwood
• Best Original Song – “Barbie Girl” by Dua Lipa

Q: What are some of the controversies and criticisms that Barbie has faced or is likely to face?

A: Barbie is not without its detractors and critics. The movie has faced or is likely to face some controversies and criticisms from various sources and perspectives, such as:

• Mattel: The toy company that owns the rights to Barbie has expressed its dissatisfaction with the movie’s portrayal of its product and brand. Mattel claims that the movie violates its contract with Warner Bros., which stipulates that the movie should be family-friendly and respectful of its intellectual property. Mattel has also accused the movie of damaging its reputation and sales by depicting Barbie as a rebellious and subversive figure who rejects the values and ideals that Mattel stands for. Mattel has filed a lawsuit against Warner Bros., seeking damages and an injunction to stop the movie’s distribution.
• Feminists: Some feminists have criticized the movie for being too superficial and simplistic in its representation of feminism. They argue that the movie does not address the root causes and structural issues of gender inequality and oppression, but rather relies on individual empowerment and consumerism as solutions. They also claim that the movie reinforces the notion that women need to conform to certain standards of beauty and femininity, even if they are more diverse and inclusive than before.
• Anti-consumerists: Some anti-consumerists have denounced the movie for being too commercial and materialistic in its message and aesthetics. They contend that the movie promotes a culture of consumption and waste, where people are encouraged to buy more products and services that they do not need or want while ignoring the environmental and social consequences of their actions. They also assert that the movie exploits the nostalgia and emotions of the audience while distracting them from the real problems and challenges that they face in their lives.
• Religious groups: Some religious groups have condemned the movie for being too blasphemous and offensive in its content and tone. They maintain that the movie mocks and insults their beliefs and values while promoting a secular and immoral worldview. They also allege that the movie contains subliminal messages and symbols that are intended to brainwash and corrupt the audience, especially children.