To become the highest US opening film directed by a woman, Greta Gerwig’s Barbie rocked the core of patriarchy! In 2023, when we are quite forward in our perception, there were still some reservations about the characterization of Barbie as a doll for little girls.
The movie ‘Barbie’ breaks those perceptions and pits Warner Bros against its all-time nemesis, Universal Studios, as Barbie opens on 21 July alongside Oppenheimer, another gem by Christopher Nolan. Even though the movie did not make it a Girl vs. Boy thing instead supported both by making it the fourth-biggest box office weekend in the US.
Deemed a theatrical treat for the summer, Barbie has grossed $146 million in the domestic opening for 2023, while on the global scale, the movie has earned $337 million. The film Barbie has gone through a long struggle, considering the first conceptualization of the film started at Universal in 2009.
Barbie as a product is now a worldwide sensation; hence, the American toy company Mattel was protective about the storyline and the conceiving of Barbie as a character! The point was to focus on female empowerment whenever there was a movie on Barbie; hence, it led to issues in scripts and planning.
It was the involvement of Margot Robbie as an actor and producer with the co-writer Greta Gerwig that Mattel finally accepted all about Barbie, the hangups, and the pride of Barbie.
Robbie saw the film as a five-quad film and not just a film for girls! She highlighted the character as a female superhero built for the masses! The point was not just the dolls but a meta concept where identifying and addressing social issues interrelated with Barbie will be highlighted!
Well, it is safe to say it worked! The set-up of marketing architect Josh Goldstiene along with his team, domestic distribution manager Jeff Goldstiene at Warner Bros, co-writer and director Greta Gerwig, Protagonist Margot Robbie starring opposite Ryan Gosling as Ken, Mattel’s signing off the conceptualization worked wonders!
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