She’s Barbie. He’s just Jaws.
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The summer of 2023 was the summer of Barbie. Everywhere you looked there was marketing — posters, ads, trailers. There were Barbie cafe’s, Barbie progressive commercials, everyone was wearing pink! It was a delightful wave of cinematic energy.
But it was also completely overwhelming. At times it felt inescapable.
Barbie’s marketing felt different. And in some ways it was — but it owes a lot to the blockbusters that came before.
As promised, here are the links:
I started listening to this podcast to learn more about Jaws, and then I listened to every episode in like a week. Life-changingly good podcast if you’re into movies: https://open.spotify.com/show/6nhQUF8rDmBaRjbZp9zgzv or https://www.getblockbuster.com/
Great deep dive into Mattel's strategy behind making a Barbie movie, and getting Greta Gerwig to direct: https://www.nytimes.com/2023/07/21/podcasts/the-daily/barbie-film.html
And to learn more, check out these awesome articles from other Vox authors:
Barbie review: Greta Gerwig’s movie uses a surprising Biblical metaphor - Vox: https://www.vox.com/culture/23800753/barbie-review-bible-eden
Lessons from a Barbenheimer summer: https://www.vox.com/23818719/july-box-office-barbie-oppenheimer-sound-of-freedom
A long history of kids doing weird stuff to Barbies: https://www.vox.com/culture/23800314/why-kids-murder-their-barbie-dolls
Barbie movie marketing: The explosive success of the PR hype machine - Vox: https://www.vox.com/2023/7/21/23801727/barbie-movie-marketing-budget-pr-hype-mattel
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