She’s Barbie. He’s just Jaws.
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The summer of 2023 was the summer of Barbie. Everywhere you looked there was marketing — posters, ads, trailers. There were Barbie cafe’s, Barbie progressive commercials, everyone was wearing pink! It was a delightful wave of cinematic energy.
But it was also completely overwhelming. At times it felt inescapable.
Barbie’s marketing felt different. And in some ways it was — but it owes a lot to the blockbusters that came before.
As promised, here are the links:
I started listening to this podcast to learn more about Jaws, and then I listened to every episode in like a week. Life-changingly good podcast if you’re into movies: or
Great deep dive into Mattel’s strategy behind making a Barbie movie, and getting Greta Gerwig to direct:
And to learn more, check out these awesome articles from other Vox authors:
Barbie review: Greta Gerwig’s movie uses a surprising Biblical metaphor - Vox:
Lessons from a Barbenheimer summer:
A long history of kids doing weird stuff to Barbies:
Barbie movie marketing: The explosive success of the PR hype machine - Vox:
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