Warner Bros. reportedly spent $150 million on marketing for "Barbie," according to a new Variety report.
Per the publication, rival studios estimated that the "Barbie" marketing campaign cost $150 million, which is more than the $145 million budget used to produce the movie in the first place.
Warner Bros. did not immediately respond to a request for comment.
The marketing campaign ranged from a website allowing fans to make custom "Barbie" posters, to partnering with insurance company Progressive for a commercial shot on the movie set, to teaming with Airbnb to create a life-size replica of Barbie's Malibu dreamhouse, and even collaborating with Burger King Brazil on a pink burger.
Josh Goldstine, Warner Bros.' president of global marketing, told Variety that some brands jumped on the bandwagon to create their own pink items to capitalize on the "Barbie" buzz.
"Brands wanted to become part of this because they saw the film was finding its way into culture in such a dynamic way," Goldstine said. "It stopped becoming a marketing campaign and took on the quality of a movement."
Fans quickly embraced the marketing campaign, creating memes about how much was spent on promoting "Barbie" in comparison to the rival movie, "Oppenheimer," which premiered in theaters on the same day.
The marketing certainly paid off because "Barbie" had the biggest opening weekend of 2023 at the US box office. Combined with "Oppenheimer," the two movies had the fourth-biggest collective box office turnout in US history, and the biggest turnout since the pandemic.
According to The Hollywood Reporter, in its opening weekend, "Barbie" grossed $155 million in the US, and $337 million globally.
"Barbie" is in theaters now.
