‘Barbenheimer’ Was “Delightful Surprise” To Warner Bros; “At The Outset, People Wanted To Pit The Two Films Against Each Other,” Studio Marketer Tells Ad Confab
18.10.2023 - 18:03
/ deadline.com
‘Barbenheimer‘ was completely unexpected, but the studio behind Barbie gladly leaned in, said Dana Nussbaum, EVP of worldwide marketing for Warner Bros. Pictures, calling the unusual double-feature frenzy one of a few unforseen and welcome twists while rolling out the Greta Gerwig’s blockbuster.
“That was absolutely a surprise to us. But one that we found incredibly delightful,” she said during a Q&A at New York Advertising Week.
The Margot Robbie-starring romp and Oppenheimer, Universal’s biopic about Robert Oppenheimer, father of the atomic bomb, couldn’t be more different,” she said. “That was a great example of a surprise. I would love to take credit for that, by the way, but [it was] absolutely, not at all architected by us. It’s something that happened very organically, but something that we leaned into.”
“When we saw that this was out there, and that there was conversation popping up around it, we made sure that Greta and Margo…went to see Oppenheimer. They took a photo and it sort of kicked off this entire spirit, which was so incredible, because at the outset, people wanted to pit the two films against each other.”
Barbie has grossed more than $1.4 billion worldwide ($635 million domestic). It premiered July 21 alongside Christopher Nolan’s film, has seen an international box office of $942 million ($323 million domestic).
“What we realized is there’s room for both and like, what an amazing celebration of culture and moviegoing to have room for both and to sort of do that double feature altogether,” said Nussbaum.
The film blanketed the world in pink and flooded social media in a masterful marketing campaign that also followed fans wherever they gathered, around a Barbie shoe challenge by Chrissy Teigen, to