![]() ![]() And to me, that’s better than anything that Mattel or the movie studio could have ever done.” The screenwriters know how to use the power of nostalgia…Īnother reason people plan to see the film in theaters is that the toy is iconic to their childhood they were giddy when they saw Robbie sport Barbie’s iconic black-and-white swimsuit in one of the film’s early trailers. “And that’s what I think is really interesting about Barbie’s marketing, that through their licensing agreements with so many other companies, and through their social media activations, they’ve been able to create a lot of organic conversations about the movie, about the experiences among people. It’s when other people are doing it for you,” says Amy Shanler (CAS’96, COM’96,’04), a College of Communication associate professor of the practice of public relations. “The best PR isn’t when you do your own public relations. Google “Barbie” right now, and watch your search page explode in pink fireworks. ![]() Discovery and carrying a $100 million marketing budget, Barbie also received a boost from its 100-plus brand collaborations, from Pinkberry frozen yogurt to a promotion with Airbnb that allowed the winners to stay in Barbie’s Malibu house. We wanted to understand the collective obsession with the originally blond-haired, blue-eyed, 12-inch-tall doll, so we talked to Boston University experts to get their take on the film’s bonkers marketing campaign, Barbie’s problematic shortcomings, her role-model status, and the power of nostalgia. It is this summer’s most anticipated film (see you next weekend, Oppenheimer)…but why? After all, Barbie is coming up on her 60th birthday in real world years (wouldn’t it be nice if we all aged so well?). Barbie, directed by Greta Gerwig and out in theaters July 21, stars Margot Robbie as the film’s titular doll who takes Ken (Ryan Gosling) on a journey to the real world on a quest to find herself. You probably feel like you cannot escape Barbie fever at the moment. ![]()
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