Competitive Edge - Sports & Entertainment Marketing News

‘Barbie’ Was a Publicity Machine — Here’s How Barbie and 4 Other Blockbusters Mastered the Art of Marketing


Barbie’ reportedly had a $150 million marketing budget, and it exceeded that figure in its opening weekend. Here’s how their marketing team pulled it off.

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Discussion Questions:

  1. What is marketing?
  2. What is entertainment marketing?
  3. Why do you think movie studios promote the theatrical release of their films?
  4. Barbie spent a reported $150 million marketing the film. Why would they do that?
  5. Have you seen any examples of Barbie marketing? Where did you see it?
  6. Have you seen the Barbie movie?
  7. If so, did marketing influence your decision to buy a ticket to the movie in any way?
  8. This news story describes a variety of ways the film was marketed. What are three examples?
  9. Based on the success at the box office, do you think the marketing paid off? Why or why not?
  10. What is the difference between the marketing of entertainment and marketing through entertainment?
  11. Which best describes Mattel’s promotion of the film?
  12. Which best describes the brands that have partnered with the film to promote their products and services?
  13. What is a brand?
  14. Is Barbie a brand?
  15. What is a film franchise?
  16. Why is a brand important to a film franchise?
  17. Do you think Barbie will become a film franchise? Why or why not?
  18. What is an industry trend?
  19. Given the success of this film at the box office, do you think the way the film was marketed will become an industry trend? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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