THE ART OF MARKETING: HOW THE BARBIE MOVIE BECAME A BRAND AND CULTURAL EVENT

Abstract

The film industry has long been recognized as one of the most competitive and dynamic sectors in the world of entertainment. The entire process of filmmaking, from script development to screen distribution, is subject to significant external and internal influences. However, one of the most captivating and critically important aspects of this industry is its marketing strategy. It is precisely this component that shapes the perception of the film in the eyes of the audience and determines its commercial success. This aspect becomes particularly intriguing when it comes to films based on popular brands, such as "Barbie." In this article, we will explore the marketing history of the "Barbie" movie and examine the contribution marketing has made to the success of this franchise.