Behind ‘Operation Barbie Summer’: How Warner Bros. Created a $162 Million Box Office Triumph

After nearly a year of box office misfires, Warner Bros. has ended its losing streak in the biggest way imaginable with “Barbie,” which scored a $162 million opening and become one of the studio’s top five highest-opening weekends in history.

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It is also the first major theatrical victory for the new Warner leadership under Warner Bros. Discovery CEO David Zaslav, who called on his team early this year to build an all-in marketing campaign internally called “Operation Barbie Summer” to promote to the world writer-director Greta Gerwig’s unique vision of the most famous doll ever made across the media portfolio created by the company’s merger last year.

The results speak for themselves. Along with this strong opening, “Barbie” has an A on CinemaScore and scores of 4.5/5 from general audiences on PostTrak and a 90% audience score on Rotten Tomatoes. With no films expected to open over $40 million for the rest of the summer, the road is clear for “Barbie” to become one of the season’s biggest hits on a $145 million production budget, much cheaper than many of this summer’s franchise titles.

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