Expectations were high after Greta Gerwig and Margot Robbie’s creation was the top box office film of the year.
It was a DayGlo-pink rebuttal to decades of conventional Hollywood thinking, and its success seemed to herald a new paradigm for the film industry. Movies written and directed by women and focused on female protagonists could attract enormous audiences to multiplexes around the world.Yet in the 12 months since the movie’s release, little has changed in Hollywood.
“Like most things with this industry, they’re like, ‘Oh, this is neat and shiny,’ and then they go right back to the way they’ve always been.” Warner Bros. went all in on promoting the film, aiming to make it the highest-grossing movie based on female intellectual property ever. They exceeded those goals with an expansive campaign that madeinescapable. “The job was, how do we defy people’s expectations of what a Barbie movie could be,” said Josh Goldstine, the studio’s president of worldwide marketing.Nothing in Hollywood happens quickly, of course, and a movie can often take years to complete.
“It’s just really hard to convince people that men will show up for a female-lead film, unfortunately,” she said in an interview. “Honestly, that feels like a bigger fight than trying to convince people that a female director can make big money at the box office.
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