For many young girls, Barbie represents the endless capabilities of a woman. Photo by Peyman Shojaei on Unsplash

Barbie had built anticipation from the day it was announced. There was an undeniable excitement surrounding the film about the beloved doll with a star-studded cast directed by the acclaimed Greta Gerwig (Little Women). Who better to tell the story of a doll that has sparked polarizing discourse about feminism for decades? It seemed like the perfect combination, but no one could have predicted the utter success the

The success of the Barbie movie responded to the wide audience of women and girls who resonated with the film. In a culture where stories pertaining to women are slowly becoming more and more widespread, Gerwig is at the forefront. Seeing a blockbuster film like Barbie marketed towards women is rare, as studio executives generally lack interest in their filmgoing. Barbie is a revolution of a film for this reason; a film that unashamedly centers on women and sends out a positive message to young girls that their existence as a woman is empowering. 

Addison Kelly ‘25 said that her theater experience brought her a sense of community: “All these girls were dressed in pink… I saw these old ladies dressed up in pink and I think it’s so cute,”. Barbie has cultivated a modern audience of female filmgoers of all ages who want to see their experiences and stories represented onscreen and beyond.

While the film was a critical hit and many women have embraced the Barbie movie with the message it sends to young girls, others disagree, feeling the film is anti-male. Those who disliked the film tend to claim that the treatment of Ryan Gosling’s character, Ken, and the general portrayal of men in the film are reasons to boycott it. A right-wing media personality with over 4 million followers on Instagram even recorded a 40-minute video tearing the movie apart, where he tossed a Barbie and Ken doll into a trash can. 

The discourse surrounding the film has also triggered discourse about the patriarchy, starting important conversations about gender equality and feminism. Andrea Bergman ‘25 said, “Men think it’s [the Barbie movie] tearing them down, taking away their power, but [the movie is] just spreading positivity towards women.” Jay Spencer ‘25 said that the film’s controversial portrayal of the real word is “an exaggerated metaphor… the real world is not inaccurate, there’s a clear bias, but it’s not wrong in anything it says.” 

With each new marketing tactic, Barbie became an undeniable (and inescapable) sensation. Part of it was due to Christopher Nolan’s Oppenheimer, which was released in theaters on the same day as Barbie. This double feature event was deemed Barbenheimer. It became a viral sensation and an unintentional marketing technique, boosting ticket sales for both films according to CNBC. 

With each new look and trailer, Barbie became more and more of a phenomenon. The film’s partnerships with brands such as Crocs, PacSun, Airbnb, and XBox contributed to the film’s appeal. Kelly ‘25 said, “It’s been everywhere. Every store in my town, I walk in there, Barbie stuff everywhere… It came up on my ads on Instagram so much.” The genius marketing of the Barbie movie was the film’s secret weapon, building it’s wide audience before it was even released.

Barbie is turning 64 years old this year, and her cultural relevance has become stronger than ever with the release of the film. The movie did everything right; appeal to a wide audience, start important conversations about societal issues, and use marketing to its fullest extent. The legacy of Barbie is truly something special, and it is exciting to see what is next for the doll.