'Barbie' promotions: will the movie live up to the hype?
The "Barbie" movie campaign, a marketing masterclass, turned a six-decade-old character into an immediate modern icon. The PR team for the movie has elevated the practice of creating anticipation. From viral selfie generators, to life-size Malibu Dreamhouses that can be reserved on Airbnb, pop-up hotels, cafes, and numerous brand collaborations, they are leaving no stone unturned. The hype around the film predates the release of the live-action film's first trailer last year, bringing us to the question of whether it would stand up to the standards it is creating.
The film's team has blazed the road for the future of movie marketing, and it would not be wrong to say that the industry is in awe. Brands from all around the world have seized the chance to get attention from the Gen Z generation by donning different shades of pink.
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They have released their exclusive Barbie-themed collections, and these include some big names like NYX Cosmetics, Fossil, Moon, Beis, Gap, Funboy, Homesick, Ruggable, Aldo, Forever 21, Impala and many more. Along with all the grooming products and decor, they also worked with Cold Stone Creamery to create a cake inspired by a movie. "Barbie" has also made waves in the gaming industry by collaborating with Xbox to offer pink Xbox consoles and controllers along with Barbie and Ken-inspired Forza Horizon 5 vehicles.
It does not stop here, because the movie has also created a fashion revolution among fans who have embraced the 'Barbiecore' mantra. The trend of wearing hot pink has emerged, with many celebrities for pink fashion and influencers creating their own versions of the theme. Fashion has always been a crucial element for "Barbie", and the fact that Margot Robbie is channelling the doll's iconic outfits for her public appearances has taken the internet by storm.
A major reason behind the overwhelming success of "Barbie" promotions is the nostalgia associated with the dolls. Be it diverse representation, or reliving the animated stories as an adult, a large number of people have personal emotions attached to the movie. There is also a whole generation of people who have grown up with this toy and want to experience this exhilarating moment of seeing their childhood companion come live on the big screen. The buzz is up to the point that people are preparing their wardrobes, recreating their favourite Barbie look for watching the movie.
While "Barbie" took marketing to the next level, only viewers will be able to judge whether or not it lives up to the expectations.
It has been months of speculations and excitement being built up, creating all the more pressure for our childhood favourite to thrive. For me, regardless of the box office statistics, the promotions have actually made my social media "fantastic" over the past few months
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