THE BOARD REPORT
Why Are We So Obsessed with Barbie?
The new film “Barbie,” directed by Greta Gerwig, debuted in theaters this past weekend. The film was part of a record-breaking opening; however, its marketing campaign caught the eye of marketing communications experts who believe it is an example of how the best PR happens when others do it for you. Additionally, 100+ brand collaborations and the power of nostalgia helped create organic conversations about the movie and experiences among people. Boston University experts in marketing, women’s, gender, sexuality studies, and child development offered their perspectives on what is behind the Barbie movie phenomenon and the iconic doll’s role in our culture.
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The Power of Celebrity in Promoting Movies
The recent blockbuster weekend debut for the "Oppenheimer" and "Barbie" movies was one of the best openings ever in North America. The success of these two films was primarily due to the heavy promotion done by each film's star actors in the months leading up to their premieres. However, when the Screen Actors Guild-American Federation of Television and Radio Artists announced its walkout late last week, it highlighted the question: How will Hollywood promote its forthcoming projects without the star power of its actors?