Barbie’s marketing budget cost more than the actual movie. According to a report by Variety, Greta Gerwig’s Barbie had a budget of US$145 million, but the marketing campaign is estimated to have cost a whopping US$150 million.
The marketing campaign ranged from a website allowing fans to create custom Barbie posters, to pink burgers to teaming up with Airbnb to create a life-size replica of Barbie’s Malibu dream house.
Josh Goldstine, Warner Bros.’ president of global marketing, told Variety that "brands wanted to become part of this because they saw the film was finding its way into culture in such a dynamic way. It stopped becoming a marketing campaign and took on the quality of a movement."
Now, a week since the global release of the film, it appears the fierce marketing campaign paid off as Barbie has already grossed US $ 382.4 million.
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