Two weeks into its release, Barbie is undoubtedly one of the great marketing successes of our time, having transformed a two-hour company commercial into cinema with indie-street cred and pulled vast pink-clad audiences to see it in its opening weeks.The film is produced by Mattel, the same company that makes the iconic dolls – in need of an advertising update in the face of declining sales – and directed, in a canny corporate choice, by film director, Greta Gerwig, who, as a maker of independent films, has a non-corporate reputation.I don’t doubt that a great many of those tens of thousands who flocked to the film in its opening week enjoyed themselves hugely. There are sequins, fun dance numbers, campy allusions to other films, good-looking lead actors and gleaming pink – lots of it.
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