The film was a global phenomenon and seemed to herald a new era of embracing stories by, about and for women. What happened?
When “Barbie” was released in 2023, it quickly became a phenomenon. It was the top box office film of the year, earning $1.4 billion worldwide, and it became Warner Bros.’s highest-grossing film ever, outpacing both “Dark Knight” movies, “Wonder Woman” and every chapter in the “Harry Potter” franchise.
It was a DayGlo-pink rebuttal to decades of conventional Hollywood thinking, and its success seemed to herald a new paradigm for the film industry. Movies written and directed by women and focused on female protagonists could attract enormous audiences to multiplexes around the world.
Yet in the 12 months since the movie’s release, little has changed in Hollywood. Buffeted by dual labor strikes that went on for months and a general retrenchment by entertainment companies trying to navigate the economics of the streaming era, the industry has retreated to its usual ways of doing business.
The box office is down 17 percent from last year at this time, and studios spooked by a fickle audience (yes to “Twisters,” no to “Fall Guy”) are again questioning the reliability of the theatrical marketplace. Films released in 2023 featured the same number of girls or women in a leading role as in 2010, according to a report from the University of Southern California’s Annenberg Inclusion Initiative. Ask around Hollywood and the consensus seems to be that “Barbie” is a singular success, a gargantuan feat helmed by particular talents, the writer-director Greta Gerwig and the star Margot Robbie. Translation: Don’t expect a lot of movies like that in theaters anytime soon.
“‘Barbie’ had no effect,” said Stacy L. Smith, the founder of the inclusion initiative, which studies inequality in Hollywood. “It’s perceived cognitively as a one-off. They have individuated the Margot Robbie, Greta Gerwig success and haven’t thought about how their own decision-making could be different and inclusive to create a new path forward.
“Like most things with this industry, they’re like, ‘Oh, this is neat and shiny,’ and then they go right back to the way they’ve always been.”
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Source: Movies - nytimes.com
