'Barbie' is pretty in pink — but will she also be profitable?
Warner Bros. and Mattel set out to create a movie marketing machine — including more than 100 brand collabs and viral social media campaigns — to build excitement for the film's July 21 release.
In the post-COVID economic doldrums, film studios have had a tough time trying to lure people back to movie theaters: Witness the summer box office struggles of the new Indiana Jones and Joy Ride movies. So Warner Bros. studios and Mattel have set out to create a hot pink movie marketing machine to build excitement for the new Barbie movie opening July 21.
"This is a test case
