The film company Warner Bros. spent $150 million on the marketing campaign for the Barbie movie. The amount exceeds the budget for the production of the film itself, which amounted to 145 million dollars. Write about it Insider.
The promotional campaign for the film included a wide range of activities, from creating a website that allows fans to create custom posters with their photos, to working with Airbnb to build a life-size replica of Barbie’s dream house in Malibu, to even collaborating with Brazil’s Burger King, which launched the Barbie Combo.
Josh Goldstein, Warner Bros. President of International Marketing, says, “Brands wanted to be a part of this project because they saw that the film is very dynamic in culture.”
The marketing certainly paid off as Barbie became the highest-grossing movie of 2023 at the US box office. In its opening weekend, the Greta Gerwig film grossed $155 million in the US and $337 million worldwide.
Recall that previously the DefineMe creative studio in collaboration with the American toy manufacturer Mattel released a Barbie with a floral and fruity fragrance.
