: ‘Barbie,’ a film about toxic masculinity and gender equality, is being marketed as a politics-free Dreamworld. And it’s working.

by | Jul 25, 2023 | Stock Market

Barbie built her dream marketing campaign. On Friday evening, as Barbie fever took over movie theaters across America — and the world — one scene struck me as romantic, poignant and sort of beautiful. But it wasn’t a scene from the feel-good movie, which was designed to lift spirits while actually dealing with issues of social injustice and gender inequality.

Joanne’s Trattoria, a small Italian restaurant on New York’s Upper West Side owned by Lady Gaga’s family, had gotten in on the Barbie buzz by offering $5 glasses of rosé. Sitting at the bar on Friday evening was a twentysomething woman dressed in head-to-toe pink. She had already seen “Oppenheimer,” the three-hour biopic about Robert J. Oppenheimer, known as the father of the atomic bomb, and was on her way to see “Barbie” at the local AMC
theater. It felt like a scene from a rom-com. The outside world faded away, giving us an opportunity to forget about rising prices and interest rates, the red-vs.-blue political divide, the possibility of recession, and whatever else is …

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