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The Guardian - US
The Guardian - US
Entertainment
Lois Beckett in Los Angeles

How did Barbie do it? Warner’s head of marketing on creating a ‘pink movement’

Margot Robbie in a pink car
Barbie’s $356m opening weekend was an unqualified success. Photograph: Pictorial Press Ltd/Alamy

From the first viral photos of Margot Robbie and Ryan Gosling roller-blading along Venice Beach as Barbie and Ken, it was clear that Greta Gerwig’s new Barbie movie was going to be a sensation.

But Barbie has outperformed all expectations, breaking box office records for the most commercially successful film by a female director, bringing in more than $356m (£276m, A$527m) worldwide during its opening weekend, and another $50m in tickets on Monday and Tuesday alone. Barbie’s long plastic legs are bestriding the world like a colossus, while more macho summer action films like Mission Impossible are left searching for audiences in her shadow.

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