Why Did 'Barbie' And 'Oppenheimer' Marketing Work So Well?

This marketing has been top notch.

Barbie and Oppenheimer have now crossed nearly over $1.5 billion at the box office combined. Besides their box office success, they share many similarities in their marketing efforts.

Therefore, we need to look at the fantastic marketing efforts by both marketing teams and how the filmmakers leaned into the strengths of each film. A critical factor that is genuinely missed most of the time.

On the bright pink and pastel side, we can safely say that pink and pastel are the colors of the summer, and that is no accident. Those colors were everywhere in the marketing campaign, even the little Google effects when you searched for Barbie. They connected that color and leaned into it very well, whether it was in Dua Lipa and Nicki Minaj's music videos, YouTube content that talent participated in, the Pink Carpet, the pink Air BnB, or pink Corvettes in video games, and of course, across all social assets. The social team also connected the Barbie toy page and the Barbie film page. It's something SO simple but often SO missed.

The marketing and social teams also had free reign to create a 360 immersive marketing campaign that connected IRL events and moments to the screen in the palm of your hand. You saw it happening in the streets, and you saw it as you scrolled. This allowed fans and creators to become fully immersed in the film and the event that Barbie became. It was like a cardboard cutout with a silhouette; they could insert themselves and their friends there. Be your own Barbie and Ken, and be a part of this event, which the toy line always appeals to anyway. You could dress up a doll, but those fashion and lifestyle choices could play out in your own life. We saw that as people dressed up in their favorite outfits, created an immense amount of content about Barbie, and probably saw the film more than once, depending on the different Barbie and Ken groups.

On the other hand, Oppenheimer similarly leaned into their strengths. The event might have been about something different than dressing up in a fedora or as Albert Einstein. Instead, the event was about seeing the film in IMAX because it was shot in IMAX, the film roll weighed over 600 pounds, and they even had a special camera created just to film Black and White scenes in IMAX. The words IMAX and Oppenheimer went together like the popcorn and butter people gulped down during the 3-hour film. It worked as that version has raked in a record amount for IMAX. Speaking of which, the 3-hour run time was touted, not frowned upon.

This was going to be a film that explored the depths of one of the most influential figures in scientific history and history in general. It would be a great character exploration pulled off by one of the greatest filmmakers of our time with an astonishing ensemble cast. All of which turned in Oscar-worthy performances. It is also worth multiple viewings.

So, take out the pad and pen and take notes.