Why Barbie Blew Everyone Away At The Box Office

In cinema's biggest weekend of the year, Greta Gerwig's pink-saturated comedy "Barbie" has been crowned queen and Hollywood's breakout hit of the summer. Between the slow recovery from the disruptive COVID-19 pandemic in the film industry and the most recent Hollywood labor union strikes, the state of the entertainment field and theatrical turnout have been grim. On top of all that, the tried and true money-making method of massive franchises and sequels galore hasn't been generating ticket sales like it used to — simply look to the disappointing numbers of movies like "Ant-Man and the Wasp: Quantumania," "Shazam: Fury Of The Gods," or "The Flash."

No one could have predicted just how significant of an impact "Barbie" would have on moviegoers and the industry as a whole. Initially, Warner Bros. estimated that the film, which had an estimated budget of $100 million, would earn $75 million during its opening weekend in the United States — an already impressive number in its own right. But this projection underestimated the sheer power of the brand and its influence. Ultimately, "Barbie" made box office history in its opening weekend, scoring a record-breaking $155 million. The film collected an additional $182 million at the international box office, contributing to a grand worldwide total of $337 million. How did "Barbie" pull it off? Keep reading to find out.

Hats off to the "Barbie" marketing team for an infectious campaign that spread like wildfire in the weeks leading up to the film's release. Thanks to a massive social media presence, internet memes, major editorial write-ups, and eye-catching brand partnerships, interest in the film has gone beyond the obvious demographic of nostalgic women and girls. "Barbie" is on everyone's radar, whether they like it or not. It helps that Barbie is already a widely recognized brand, but in some ways, these preconceived notions can hinder the film's efforts to set itself apart from the toy's past. The real marketing success came from rewiring expectations. "People generally hear 'Barbie' and think, 'I know what that movie is going to be,' and then they hear that Greta Gerwig is writing and directing it, and they're like, 'Oh, well, maybe I don't," Margot Robbie told British Vogue in 2021.

The "Barbie" craze is something of a capitalistic monolith — a concept that the movie goes on to criticize in its cheeky, satirical style of comedy. Official partnerships have included NYX's Barbie makeup line, Ruggable's Barbie rugs, Burger King's questionable burger with pink sauce, Coldstone Creamery's cotton candy ice cream, and more. To keep up with the trend, other brands have hopped on the bandwagon to sell unofficial Barbie-inspired products, which explains why you've been seeing pink everywhere. It's unclear how much money has gone into "Barbie's" marketing, but boy, was it money well spent.

So just how much did "Barbenheimer" play into "Barbie's" box office success? Based on AMC Theaters' 40,000 double feature ticket sales, one can confidently say that the stars aligned for both films. Although "Oppenheimer" couldn't keep up with the numbers of "Barbie," the film similarly exceeded expectations and achieved $80.5 million domestically and another $93.7 million internationally. Together, they grossed more than $511 million worldwide. Now that's teamwork.

Audiences have made an event out of the opening weekend by hosting themed parties and dressing up for screenings. The cast and crew were in on it, too, buying tickets for each other's movies and posing for pictures. "It's all love — double up, double up twice," Greta Gerwig told The Hollywood Reporter. "I think you've got to see what the experience is, 'Barbie' then 'Oppenheimer,' 'Oppenheimer' then 'Barbie.' I think you've got to take all of the journeys." In addition to being financially successful, the cultural impact of both films has reignited the spirit of the moviegoing experience.

The first-ever Barbie fashion doll hit the toy market more than 60 years ago. That's five generations of people who have grown up with Barbie. Since then, Barbie has evolved into more than just a toy. She's a cultural icon recognized all over the globe as a trendsetter, a symbol of empowerment, and a versatile hard worker. She exudes femininity but relates to a broader spectrum of people beyond young girls. Aware of Barbie's long history and prominent characteristics, Greta Gerwig set out to make a "Barbie" movie that anyone and everyone could enjoy.

With a PG-13 rating, the film manages to be both entertaining and accessible for all ages. "I've never thought of such a sharp delineation of like what's for kids and for adults. I just don't see it as church and state," Gerwig told the Associated Press in July 2023. "We all have some sense of childhood and sense of moving out of it, too, which I think is something that I probably will be forever interested in." 

Gerwig's previous two films, "Lady Bird" and "Little Women," share similar themes with "Barbie," including self-discovery and the human condition — both universal experiences. For years, Barbie only represented the smallest margin of women — thin, white, and able-bodied. Mattel has slowly incorporated more representation, including different body sizes, ethnicities, and disabilities. But for some, Gerwig's "Barbie" feels like the first time they've seen themselves truly reflected in Barbie and her messaging.

Part of the fun of "Barbie" is pointing out all the carefully placed Easter eggs throughout the film. With numerous variations of the doll and beloved animated films, there was plenty of existing material to pull from and incorporate into the "Barbie" movie. One of the many ways the film pokes fun at itself is its inclusion of discontinued dolls, including characters like Sugar Daddy Ken, Growing Up Skipper, Earring Magic Ken, Video Barbie, and Midge, Barbie's pregnant best friend. Barbie's pooping dog Tanner also makes an appearance. Dedicated fans will appreciate the recreation of the doll's notable outfits, including her original black-and-white striped one-piece suit in the opening scene.

Then there are the true-to-life details of Barbie's dreamhouse. A mix of 3D items and 2D decals, the life-size dreamhouse functions exactly like it would if a little girl were controlling it. Since there's no water or edible food in Barbieland, Barbie doesn't really understand the mechanics of eating or drinking. Beyond the dreamhouses, you'll find Midge and Skipper's treehouse modeled after the real-life toy. At the beach, there's pink sand only and an homage to the 2005 animated film "The Magic of Pegasus" carved into the rocks. But perhaps the most wholesome Easter egg in the film is the homage to Barbie's creator Ruth Handler (played by Rhea Perlman) and her daughter Barbara, who inspired the Barbie name.

A film as campy, unserious, fun, original, and refreshing as "Barbie" couldn't have come at a more perfect time. The existence of "Barbie" in an industry of regurgitated reboots, sequels, and franchises feels like a breath of fresh air. Sure, the film is centered on a kid's toy backed by a company begging you to buy its products, but Greta Gerwig looked beyond that and created a story worth telling. Meanwhile, it wound up perfectly paired with a tonally opposite movie. Somehow, this became known as "Barbie" v. "Oppenheimer," the movie event of the summer, if not the year. It defied all odds in a year of back-to-back box office disappointments and made going to the theaters fun again in the accessible age of streaming. It's not as easy as it once was to convince the public to leave their houses and pay for a movie ticket, but "Barbie" captured everyone's attention in a way that hasn't been done in years.

For every Barbie girl who grew up playing with the doll, there's someone who holds negative feelings toward the film's unapologetic approach to feminity and the female experience. They'll take any chance they can get to discredit the film for its unserious, fun-loving approach or empowering messaging. Not everyone is going to love "Barbie," and that's okay. There have been years of discourse surrounding the doll and her mistakes, but her evolution is the kind of hero's journey everyone should give a chance.