A long line to get into the theater is fairly standard for a hot movie in its opening weekend. A long line just to engage with a film’s lobby display, however, is not standard at all. It’s the kind of marketing coup executives dream of. In the case of Barbie last July, it was also proof of an imminent phenomenon. Social media posts about the film racked up an estimated 1.2 billion views on TikTok during its opening weekend alone—aided along by the ubiquitous life-size Barbie boxes decorating... Read this story
