From toy store shelves to the silver screen, the iconic toy franchise, Barbie, has shocked the world by becoming the highest grossing movie of 2023.
The filmmakers and their marketing & advertising teams have sparked many discussions around how the movie gained such attention, and what message it seeks to convey to us.
This article will offer insights into what behavioural science can tell us about why so many of us flocked to our local cinema to watch it.
The Nostalgia Effect
Whether you played with Barbie growing up, or simply knew of the brand from childhood, the scoop on the new movie has been hard to avoid. Barbie has been a popular fashion doll since 1959, and this connection has helped the impactful reach of the new film beyond younger generations.
One explanation for the booming triumphs of the new Barbie movie involves the nostalgia and emotional connection associated with the brand; the film has the potential to evoke reminiscence in viewers who grew up playing with Barbie dolls or have watched previous Barbie movies.
Emotions can play a key role in our decision-making. The brand attachment and popularity mentioned above can stimulate an emotional response in those familiar and fond of Barbie, particularly from their younger years. These nostalgic memories lead individuals to place increased value on social connectedness, having likely experienced these fond memories with others, and less value on saving money. Hence an increased desire to purchase a cinema ticket. This is known as the nostalgia effect.
Not only this, but studies show that 71% of people who have an emotional relationship with a brand would recommend the company, and increased emotional responses to ads can cause up to a 23% increase in sales. This is reflected and implied in the outcome of Barbie, which grossed over $1.3 billion globally.
Overall, the nostalgia effect in the Barbie movie aims to create a sense of warmth, familiarity, and fondness for viewers who have a personal history with Barbie dolls and movies. It allows both children and adults to revisit their own memories and experiences, making the movies a nostalgic and enjoyable viewing experience.
Social Norms
Social norms can play a significant role in how we behave, and there are a few at play in the context of Barbie.
Let’s start with conformity. Since its release, many have been discussing their thoughts both online and offline. Whether that be raving about the film or critiquing it, enough people had been to see the film to be able to comment. People have a natural tendency to conform to social norms to avoid feeling out of place or judged by others.
For instance, if a film is deemed a “must-see”, individuals might feel compelled to watch it to fit in with their social group and join in on having a say. This is also known as the bandwagon effect; the notion that people conduct behaviour simply because others are doing so.
We can also deduce an element of social proofing off the back of the film. With TikTok and Instagram influencing many global trends online, the aspiration to be like Barbie took over the internet upon the launch. For example, the film had as much power as to create a whole new dress code for the cinema. The strength of the brands’ identity, characterised by costumed Barbie-goers, perpetuated the social norm of dressing up to see the movie. This is known as social proofing; people look for guidance on their behaviour in certain situations, and assume that the action/s of others reflect the correct behaviour for them to mimic.
The all-star cast also played a huge role in the success of the Barbie movie. The familiar and highly regarded faces such as Margot Robbie and Ryan Gosling attracted global media attention and excitement; if a film is associated with a popular actor, actress, director or influencer, their endorsement can influence people’s decision on whether to see it.
This is an example of celebrity endorsement, whereby as celebrities, they’re more like to be identified as role models, which can significantly impact social norms and normative behaviour. Statistics show that 59% of Americans feel celebrity endorsements influence their behaviour. This could be due to the desire to emulate or connect with the celebrity, or because individuals trust their judgement and taste.
Their endorsement can imply credibility that the movie is worth watching because the established actors, who are perceived as figures of authority, signal the high-quality of the film. This is example of authority bias, outlined in our Cowry toolkit.
Lastly, marketing and advertising can also play a significant role in social norms and is something we’ve seen in the promotion of the film overall. Film studios employ various marketing techniques to create a sense of excitement and anticipation around their movies. Through trailers, posters, social media campaigns, and other promotional activities, they aim to create a norm that watching the film is a popular and desirable activity, for example through the placement and frequency of advertisement. This can influence individuals to see the movie based on the perceived social value or popularity associated with it as a result.
Conclusion
In summary, the Barbie movie’s success can be explained by the nostalgia effect and various social norms, as viewers with a personal connection to Barbie were emotionally invested in the film, while social trends drove others to watch it. Celebrity endorsement, and therefore authority bias, alongside strategic marketing further contributed to the movie’s triumph by creating excitement and perceived social value.
Ultimately, the Barbie movie has illuminated the power of strategic marketing and the influence of human psychology in crafting a captivated audience.