
Published 14 July 2023
Brynn Valentine
The buzz surrounding the Barbie film (out July 21) has Warner Bros anticipating an opening day box office of over $80 million (Livemint, 2023). Feeding the hype is a bold wraparound marketing strategy connecting with wide-ranging audiences via IRL experiential activations, phygital product collabs, viral UGC, and genre-spanning soundtrack hits.



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Our Pop Culture Pulse is a monthly download of the buzziest cultural developments, emerging fandoms and audience trends. This month, we’re unpacking why Spotify Wrapped won praise for prioritising creative, personalised storytelling over generative AI; how Letterboxd is bringing curated film rentals to its platform and...