Lessons from billion dollar Barbenheimer: Brands to rethink IP marketing, merch as Hoyts, Val Morgan bosses say marketers scrambling for ‘next ten Barbies’ - Kia, AAMI, Chemist Warehouse win big

The experts at Hoyts and Val Morgan didn’t see it coming quite as it did. Hoyts CEO Damian Keogh says he was “laughed out of the room” for suggesting Barbie would take $35m at the Australian box office. It will do double that – meaning Margot Robbie’s not the only one in the pink. Kia, AAMi, Chemist Warehouse, Modibodi and Nintendo aside, marketers are kicking themselves for being equally blind to the opportunity. Now Val Morgan’s phone is ringing hot with advertisers “asking what are our next ten Barbies”, per MD Guy Burbidge. He and Keogh have a good idea what they are. They think the lesson for brands is to think earlier and smarter about IP marketing. Meanwhile, Barbenheimer has brought lapsed cinema audiences back to screens – 15 per cent hadn’t been for a year, per Hoyts 2.5 million member loyalty data – auguring well for a year in which the box office is powering back to the billion dollar mark. Plus, says Burbidge, cinema’s investment in attention data is having a “significant” revenue impact as marketers seek mass cultural alternatives to sport. Here’s the next big screen bets they think marketers should be laying over the next 12 months.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.