2023-08-18 04:15:08
Pink storm on world cinema. The film Barbie, by Greta Gerwig, has established itself as a historic marketing stunt resulting from the alliance of the Warner Bros studio and the American toy manufacturer Mattel. With 1.2 billion dollars (1.1 billion euros) in worldwide receipts crossed Thursday, August 17, this feature film won by the duo Margot Robbie and Ryan Gosling playing Barbie and Ken bewitches the box office.
Released on July 21, it is already hot on the heels of the biggest success of the year, in theaters since April, Super Mario Bros, the animated film signed by Aaron Horvath and Michael Jelenic (1.35 billion dollars in revenue, according to Box Office Mojo), and became the second biggest hit in the history of Warner Bros. The adventures of a triumphant Barbie in a matriarchal bubble and the frustrations of Ken – reduced to the state of an accessory like a handbag, before attempting a “testosterone” rebellion – also contribute to strongly restore color to world cinema .
A rosy outlook here once more, the sector can finally expect to return to pre-Covid-19 crisis levels of activity, according to the latest Gower Street survey, thanks to the tsunami Barbie, but also to the success ofOppenheimer, by Christopher Nolan, the other summer whirlwind start, with 653 million dollars in worldwide receipts. Except, tempers the study, if the continuation of the actors’ strike in Hollywood still darkens the horizon at the end of the year.
Strategy assumed by Mattel
Icon of auteur cinema across the Atlantic, Greta Gerwig has become the first woman whose solo film has reached the billion dollar box office. The exceptional performances of the one to whom we owe Lady Bird (2017) or The Daughters of Doctor March (2020), and who co-wrote the screenplay for Barbie with his companion in the city, director Noah Baumbach, confirm Mattel’s new strategy in cinema.
CEO of Mattel since 2018, Ynon Kreiz made it very clear to the New Yorker, 2nd of July, to want “going from a toy company, which manufactures items, to an intellectual property company, which manages franchises”. The alpha and omega of Hollywood for several decades. He therefore relaunched the group’s cinema division, Mattel Films, created in 2013, and entrusted it to Robbie Brenner, a recognized producer of American independent cinema, who notably presided over the destiny of the Oscar-winning film. Dallas Buyers Club, by Jean-Marc Vallée (2013), or by Burden, d’Andrew Heckler (2018).
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