From custom Crocs to a special Prada line to gay pride parade floats, Greta Gerwig's 'Barbie' movie has attracted more than 100 promotional partners and generated countless headlines.
“One of the things about theatrical marketing is that it has the opportunity to engage the cultural zeitgest in an exciting way. Everyone wants to be a part of something,” says Warners global marketing president Josh Goldstine, who also did long stints at Universal and Sony.
It’s commonplace for a Hollywood studio to spend just as much, if not more, to market an event pic as it does to actually make the movie. The price tag of a global marketing campaign for a big event title is usually $100 million or more.has attracted more than 100 such partners. From custom pink Crocs to a Prada clothing line to hair dryers — and everything in between.
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