![]() I mean, this is, sort of, the double-edged sword that, sometimes, the marketing be so good, that it overshadows the movie, that people get so enamored, so excited about the marketing for the movie, they never show up at the theater.Īnd that's the part that gives me a little bit of pause when I think about the excitement that's happening around all the marketing for the "Barbie" movie is that there's a lot of talk about how cool the marketing is, how it's showing up in all these different places. Marcus, how much of this, though, hinges? When you talk about the potential success of it all, does it hinge on people actually going out and watching the movie? Because as you pointed out in your notes, like there could be a lot of hype, there could be a lot of interest, But if that doesn't translate into people going into the theaters and watching this movie. And finding different cultural aspects that the brand the movie could be a part of, the conversation, the cultural discourse will create much more opportunity for people to find out about the movie and, hopefully, for the brand, at least, people to know more about the movie. That if the movie does well, these other brands do well. You find complements, the peanut butter to their jelly, if you will. They find all these different partners that could benefit from the movie, winning. But I like the way they brought the brand to market by marketing the movie like it was a Disney movie, right? ![]() This is a well-known, well-beloved brand that's now being contemporaries, which is actually really cool. I think that, one, they've borrowed on the equity, the capital that is Barbie. What do you think it is about this marketing technique that has made it so effective? So even just what we're hearing from people on the street, it almost seems like everyone has heard that the "Barbie" movie is hitting theaters in just two weeks. We want to bring in Marcus Collins, University of Michigan Ross School of Business marketing professor, also author of "For the Culture." Marcus, it's great to have you here. Well, let's talk more about this viral marketing campaign. The marketing, like the ad with her foot up, that's what got me for real. I'm almost over it, and it hasn't even opened yet. I just feel like I've been inundated with Barbie stuff. We're staying in Times Square, so we see the big billboards, with all the pink and all the actors and actresses. I see a lot of marketing about it, even like this Barbie and Ken thing they have going on and on the billboards. Well, we decided to get out on the streets in New York City and see what people think of the movie's marketing techniques. And Barbie's house is even up for rent on AirBnb. Progressive, getting in on the fun with a commercial about ensuring Barbie's dreamhouse. Well, that is not all a luggage collaboration, custom Xbox controllers, a makeup collection, Uno Cards, and Aldo shoes. ![]() And as apparel collabs with GAP, Forever 21, and Hot Topic, Bloomingdale's is doing a Barbie-themed pop-up shop. Mattel released a line of Margot Robbie Barbie dolls. ![]() Well, hashtag, #barbiecore has over 420 million views on TikTok, and the marketing is everywhere. 2022 was the year of Barbie core a fashion trend, spotted on Valentino's runway in the fall and also embraced by a number of celebrities including Lizzo, Anne Hathaway, and Zendaya. Well, the excitement started over a year ago, with Mattel's release of this image right here of Margot Robbie as Barbie.Īnd from there, well, fans certainly got lost in the pink glittery Barbie world. The movie has an estimated $100 million budget, according to Variety, and is tracking for an estimated $70 million plus opening. Mattel's hotly anticipated Barbie movie comes out in two weeks, and the hype around it, well, it couldn't be more real. ![]() So is yesterday, and so is tomorrow and every day from now till forever. (SINGING) You can find me under the lights, diamonds under my eyes. I don't have anything big planned, just a giant blowout party with all the Barbies and plan choreography and a bespoke song. ![]()
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