The Impact of ‘Barbie’ on Hollywood’s Future

The Impact of “Barbie” on Hollywood

When “Barbie” debuted in 2023, it quickly transformed into a cultural phenomenon. The film emerged as the top box office draw of the year, raking in an impressive $1.4 billion globally. It not only surpassed expectations but also became Warner Bros.’s highest-grossing film of all time, outpacing iconic franchises such as “The Dark Knight,” “Wonder Woman,” and every installment in the “Harry Potter” series.

This vibrant, DayGlo-pink film served as a bold rebuttal to decades of traditional Hollywood thinking. Its success seemed to signal a new era for the film industry, one in which movies crafted by women and centered around female protagonists could draw substantial audiences to theaters worldwide.

However, in the year following the film’s release, little has shifted in Hollywood. The industry has faced the challenges of prolonged labor strikes and a significant reevaluation by entertainment companies as they attempt to navigate the complex economics of the streaming age. As a result, Hollywood has largely reverted to its conventional methods of operation.

Current box office revenues have plummeted by 17 percent compared to the same time last year, as studios, wary of unpredictable audience reactions (with hits like “Twisters” and misses like “Fall Guy”), are once again questioning the dependability of the theatrical market. A report from the University of Southern California’s Annenberg Inclusion Initiative revealed that the representation of girls or women in leading roles in films released in 2023 is on par with that of 2010.

In conversations throughout Hollywood, there is a prevailing sentiment that “Barbie” remains an isolated success—a monumental achievement led by its unique talents, writer-director Greta Gerwig and star Margot Robbie. The general implication is that audiences should not expect a surge of similar films in theaters anytime soon.

“‘Barbie’ had no lasting effect,” stated Stacy L. Smith, founder of the Annenberg Inclusion Initiative, which investigates inequality in the film industry. “It’s often viewed as a one-off success. The industry has compartmentalized the achievements of Margot Robbie and Greta Gerwig without considering how their own decision-making processes could evolve to foster a more inclusive environment for future projects.”

“Like so many trends in this industry, there’s an initial excitement surrounding something new and shiny, but then they revert right back to their established ways,” she added.