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How ‘Barbie’ Changed Hollywood’s Brand Movie Landscape

Source: How ‘Barbie’ ushered in the era of the brand movie (2025-11-22)

In 2023, Greta Gerwig’s *Barbie* revolutionized the film industry by becoming the highest-grossing movie globally, earning $1.44 billion and setting a new standard for brand-backed films. This blockbuster not only shattered box office records but also demonstrated the immense potential of brand integration in Hollywood, inspiring a wave of similar projects. Since then, the trend of brand movies has accelerated, with studios and brands recognizing the lucrative opportunities in cross-promotional storytelling. Beyond *Barbie*, recent hits like *The Super Mario Bros. Movie* and *Air* have showcased how brand narratives can drive box office success, with *Super Mario* becoming the highest-grossing video game adaptation and *Air* grossing $90 million worldwide. The rise of brand movies is also evident in films centered on iconic products like Tetris, Flamin’ Hot Cheetos, BlackBerry, and Beanie Babies, reflecting a broader cultural shift towards brand storytelling. This trend is supported by recent industry data indicating that brand movies now account for over 30% of major studio releases, with global box office revenue from these films surpassing $5 billion in 2024 alone. Experts predict that this momentum will continue, with brands increasingly investing in cinematic narratives to reach younger audiences and build long-term brand loyalty. The success of *Barbie* has also prompted Hollywood to rethink traditional storytelling, emphasizing authenticity, cultural relevance, and innovative marketing strategies. As the line between entertainment and advertising blurs, the future of brand movies looks promising, with new collaborations between tech giants, fashion labels, and entertainment studios expected to shape the next era of cinematic storytelling. This evolution underscores a significant shift in how brands and filmmakers collaborate, leveraging the power of storytelling to create memorable, profitable, and culturally impactful films.

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