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After racking up over $1.4 billion at the global box office and sparking a cultural phenomenon that cannot be measured in dollars and cents, “Barbie” has become the year’s biggest success for movie theaters. Josh Goldstine, the marketing chief at Warner Bros., opened up about the marketing strategy that helped transform Greta Gerwig’s film into a worldwide sensation, including the iconic parody opening.
“You have this iconic brand that is both a reflector and creator of culture,” Goldstine said during the panel “Reel Resilience: Navigating the Theatrical Landscape in 2023” during TheWrap’s annual business conference, TheGrill,
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