“Barbie” is a beautiful “scam” of a movie. Did you see it coming too?
After agonizing for almost two hours watching the movie Barbie, I went out of the theater shaking my head and smiling ear to ear. I felt like someone who had just become a victim of a terrible scam, but still enjoyed the experience.
To me, Barbie is a scam of a movie. And it was beautiful to watch.
Have you had this weird experience of being scammed and still find the courage to smile? You knew it was coming, but you gave yourself the benefit of the doubt. And then your hunch was right, it was a scam. And then you smiled, because you realized you were an idiot.
Why it is a scam
Yes, this is my verdict for the movie Barbie. For two simple reasons. One, for piggybacking on another blockbuster movie. Two, it is actually a marketing tool disguising as a movie without even hiding it.
Why I enjoyed it
And it was beautiful to watch for two simple reasons. One, Ryan Gosling and Margot Robbie are two of my favorite actors. Two, I learned a lot about Barbie’s history, let alone the dazzling array of colors and mesmerizing props.
THE PIGGYBACKING
As the theatrical release of Barbie would clearly coincide with a potential blockbuster of a movie “Oppenheimer”, there was a fear that a rivalry was imminent. Moviegoers – in the midst of financial challenges – would have to make a choice for their money’s worth.
The strategic solution
However, this wouldn’t have to be this way. Since people would flock to the theaters anyway to watch EITHER of the two, why not rob them twice? A brilliant strategy was born. And in the age of social media, the best solution was not hard to find.
The “Barbenheimer”
In the run-up to the simultaneous release, something suddenly exploded on the internet. The word “Barbenheimer” began trending on social media – the combination of Barbie and Oppenheimer. The mainstream media swallowed the hot topic, hook, line and sinker. July 21, 2023, was to be a “double feature” movie experience. So-called movie experts began spicing it up a little bit more: watch Barbie first, then Oppenheimer. Appetizer before the main course.
Terrible expert advice
Had I listened to the double feature expert advice, I would probably have had a heart attack. Barbie was almost two hours and Oppenheimer was running three hours. So, five crazy hours in the dark? But that was exactly the whole point of Barbenheimer strategy, create an exciting thrilling challenge. It always works on Tiktok, surely it should work here too, right?
And the show began
In the first 20 minutes or so I relaxed and kept an open mind. I reminded myself that first and foremost I was there to enjoy and entertain myself. The big screen was filled with everything pink. The scenes were ridiculously fun. Then it got more ridiculously fun when Barbie and Ken were on the journey from Barbieland to the Real World. I braced myself for the serious part.
Remember, this was a Greta Gerwig movie, the same genius behind the movie Lady Bird (which I loved so much because Saoirse Ronan was there).
The gist of Barbie
But what followed was disappointment after disappointment. Ms. Gerwig appeared to be throwing a lot of different sauces at the screen, trying to see which ones would stick. There were so many serious topics being introduced, but none was explored deeper. For the details of what I am talking about, you may go online to check for yourself. As one movie critic would put it, “Barbie is trying to say a lot of things and ended up saying nothing at all.”
(Which was good, in a way. Oppenheimer became a 3-hour long epic because it tried to cover many facets of J. Robert Oppenheimer’s real life. Had Ms. Gerwig done the same, Barbie would have been another 3 hours of agony. And Barbenheimer meant a total of six hours in the dark.)
I was glad I was not alone in my verdict
In the days following my trip to watch Barbie, I was weighing on my plan to write a piece about my experience of the movie. But I was hesitant because writing a not-so-bright-pink about this popular movie might not sit well for my readers. Especially the female tribe, who most likely felt very nostalgic of the iconic Barbie dolls in their childhood. But I felt compelled to do so. However, I went online to check first on the movie’s reviews and critiques. Bingo! I was not alone in what I was thinking about the flaws of the movie. And I thought I was the only one who found my head spinning while I was walking back to my car. I could not count how many times I asked myself, “What the heck was that all about?”
AN INGENIOUS MARKETING STRATEGY
After 20 minutes, my suspicion was beginning to emerge. The movie obviously was a sort of an “Apologia” for MATTEL, the company behind Barbie dolls. Apologia is Latin for apology, “a formal defense of an opinion, position or action.” Somewhere in history, this term had evolved “and mostly used in the context of religion, theology, and philosophy.”
Understanding the history of Barbie, it is not hard to say that for generations of kids and teens, especially in America, the doll and its many variations has/had become a sort of a religious icon. As such, at the turn of the century a debate started going mainstream. Has Barbie really contributed to some ills in society? Particularly, has it reinforced the misplaced notion of what is a girl’s or woman’s perfect body? Let us listen to Gloria’s (America Ferrera) “speech” somewhere in the movie.
Gloria’s monologue
“It is literally impossible to be a woman. You are so beautiful, and so smart, and it kills me that you don’t think you’re good enough. Like, we have to always be extraordinary, but somehow, we’re always doing it wrong.
“You have to be thin, but not too thin. And you can never say you want to be thin. You have to say you want to be healthy, but also you have to be thin. And you have to have money, but you can’t ask for money because that’s crass. You have to be a boss, but you can’t be mean. You have to lead, but you can’t squash other people’s ideas. You’re supposed to love being a mother, but don’t talk about your kids all the damn time. You have to be a career woman, but also always be looking out for other people.
You have to answer for men’s bad behavior, which is insane, but if you point that out, you’re accused of complaining.“
More from Gloria
“You’re supposed to stay pretty for men, but not so pretty that you tempt them too much or that you threaten other women because you’re supposed to be a part of the sisterhood. But always stand out and always be grateful. But never forget that the system is rigged. So, find a way to acknowledge that but also always be grateful. You have to never get old, never be rude, never show off, never be selfish, never fall down, never fail, never show fear, never get out of line. It’s too hard! It’s too contradictory and nobody gives you a medal or says thank you! And it turns out in fact that not only are you doing everything wrong, but also everything is your fault.
“I’m just so tired of watching myself and every single other woman tie herself into knots so that people will like us. And if all of that is also true for a doll just representing women, then I don’t even know.”
According to the chatter on the internet, this is the part that many viewers love so much.
MATTEL speaking
But that was MATTEL speaking through Gloria. That was MATTEL issuing an apologia to the world. If I may encapsulate what MATTEL is trying to say in the movie, this is what it sounds like.
Look, since Barbie came out in 1959, we tried our best to stay relevant in the real world. Yes, we have put generations of girls into an impossible spot to be physically like Barbie. And we have responded over the years, making Barbies that are a reflection of real women – in terms of colors, professions, ethnicity, etc. But there are billions of girls in the world.
Surely, we cannot be that perfect! So, please understand us. We are not your enemy. Continue patronizing our products, please.
Anybody who does not suspect that the movie is a huge advertisement coming from MATTEL, look for its name among the production companies behind the movie. (Hint: Mattel Films!)
And the strategy is working perfectly
As of this writing, the trending online news says, “Barbie surpasses $1Billion globally after 17 days of release!” And with the power of social media and the “Barbenheimer” strategy and word of mouth effect not letting up, it is predicted to break more records.
Meanwhile, its blockbuster twin “Oppenheimer” continues to trail way behind. Which is kind of intriguing to me personally. This phenomenon is an interesting study of where we are now as a society.
The movie “Oppenheimer” is a very serious movie. And it is very relevant in today’s precarious world – with the tensions among nations rising each day. Yet, a “dumb” (as compared to Oppenheimer) movie is blasting worldwide box offices on its way to the bank. Or is it because people are looking for some kind of distraction? The headlines – economy, politics, climate change, ongoing war in Ukraine, online hatred, etc. – are getting darkly depressing. Sitting there in the dark for 3 long hours recounting the birth of the atom bomb with World War II as the backdrop, and to watch the blinding orange ball of fire towards the end, is too much to many people.
Surely, this funny movie about an iconic doll can offer some worthwhile diversion, right?
But I love Barbie
I cited two reasons why I enjoyed the movie, despite its lack of coherent plot and its obvious manipulation on behalf of MATTEL.
Before I went to see Oppenheimer, I did my little homework, some research on what the movie was all about, and dusting off my aging memory about the true story behind it. I was so thankful the movie did not disappoint me. I got a huge bang for my buck!
It was five days later when I came back to the movies to watch Barbie. By this time, I already had a suspicion that I would not derive the same satisfaction, for the simple reason that I had no nostalgic affinity to a Barbie. Plus, as I mentioned, it was so obvious that MATTEL was behind the propaganda.
Another realization
I also realized that I am no different from any ordinary mortal who is vulnerable to the effect of a herd-mentality. Plus, I was also getting curious about the Barbenheimer. So, with all this trepidation I went inside the theater with a resolved purpose: to enjoy it whatever happens.
Boy, was I glad I did go. I love Ryan Gosling. To me he is the Tom Hanks of his generation, when Hanks was in his acting prime. Whatever Ryan touches turns into gold. I still cannot get rid of some melancholic scenes in La La Land! And ah, yes, Margot Robbie. The Australian bombshell was superb in the The Wolf of Wall Street. And with that sexy scene where her character was seducing her husband (Leonardo DiCaprio), I instinctively knew her career would never be the same. Indeed, her star has kept rising ever since. This one reason to watch Barbie was enough for me.
But there is another one. I wanted to go and see it because I am always like that. This movie is the talk of the town, and the only way for me to have my personal opinion is to watch it myself.
And I have no regret whatsoever. To have valuable lessons on some of the history behind the iconic doll was important to me.
CONCLUSION
So, after rendering my own verdict, what can I say to those who have not seen it yet? Especially to those who are having some trepidation? Go see it and enjoy it for the sake of fun. Period. Do not expect anything deeper than what you can find somewhere else. No need to decipher any ideology, politics, or any isms – explicitly or vaguely conveyed – that you hope to see in the movie. Because on this score, Barbie is like an imitation crab meat – it looks and tastes like real crab meat.
And never entertain the thought that Barbie has any semblance of similarity to Oppenheimer – no matter how some people try to make it appear so.
And if ever you ask which one you are going to see first – if you are like me a sucker to the Barbenheimer ploy – I strongly suggest you watch Oppenheimer first. Then allow a few days to digest it before you go and watch Barbie. Barbie is a fantasy, a dumb funny one. And after the hell and brimstone of Oppenheimer, you would really need a good fairytale escape in Barbie.
And do not forget that watching Barbie means that you are making MATTEL a few dollars richer. It is the only commercial advertisement where you pay big time just to watch it.
Well, MATTEL was not so happy with my buck. I watched Barbie on a Tuesday, which is hugely discounted in Toronto – the half-a-price day with Cineplex!
WORDS OF CAUTION:
You may not want to bring your young ones to see this movie. This is a fun movie, for adults who are aware that they are entering the fantasyland of their childhood memories. Unless, you want to see them more confused than ever.
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