Greta Gerwig’sBarbiehas been in the works for many years. She and herhusband Noah Baumbachsigned on to write the script in 2019, and Gerwig was announced as the director two years later, in July 2021. At that point, the only information available about the project was that Margot Robbie was to play Barbie herself. Slowly, since then, casting announcements, such as Ryan Gosling andNcuti Gatwa as Kens, were made and one or two stills were dropped to whet audiences’ appetites and the drip-feeding of information didn’t stop there.
The first — very brief — teaser trailer came in December 2022, and this was followed up by a longer trailer in April, just three months before the movie’s release in July. In other hands, this slow promotion may have led to bored fans. Our attention spans are not what they used to be, with countless franchise installments coming out every year, and waiting years for a one-minute trailer could have created frustration. Everyone is constantly looking for the next best thing. But here it has just added to everyone’s excitement for this highly anticipated movie. What is it aboutBarbieand its trailer that works so well where others have failed?
Less is More
In a world where everyone is vying for our attention, from endless new shows on streaming sites that are destined for cancelation to more and more franchises taking up theater space, it’s hard for our minds to settle on one thing. We’re reachable for advertising on our phones, computers, and TVs, so everyone is trying to provide the most information to grab our attention. This is why we’ve ended up with flashy trailers that are packed full of every joke in the movie, leaving nothing to the imagination. It’s here that theBarbietrailer works its magic.
The trailer forBarbietakes its time. We see her taking a few steps, removing her shoes, and her feet staying in the same high-heeled posture just like the dolls do. With just this shot, we are given a great deal of information about what kind of movie this will be; it’s playful, knowing, and well-thought-out. In the rest of the minute or so of footage that we see, there is only dialogue from two or three scenes with all of these clearly being establishing, early on moments. The majority of the trailer is taken up by introducing a few of the Barbies and Kens greeting each other, which shows off some of the movie’s main cast members.
Related:Greta Gerwig’s Barbie: Plot, Cast, and Everything Else We Know
By limiting the information audiences are given to the bare minimum,Barbiecreates much more intrigue than it would have if it had shown more detail about where the plot is going. Instead, we have been shown funny and interesting characters, and we want to know where their journeys will take them. People who have been shown a small amount of captivating footage are much more likely to want to shell out the high price of a theater ticket than those who have already seen enough moments of the movie to be able to chart exactly where the plot will go. Finally, we have whatVoguecontributor Raven Smith describes as a new version of “the superhero industrial complex; this is the Mattel Cinematic Universe,” one that appeals to those outside the confines of heterosexual manhood.
Subverting Expectations
Of course, Greta Gerwig’s name being attached to the project helps because she is trusted as a filmmaker, with her previousmoviesLady BirdandLittle Womenbeloved by many. So, with minimal evidence, we are inclined to believe the movie as a whole will follow through on what we’ve seen so far. With that being said, Gerwig is not the most obvious choice for a Barbie movie. She’s known for coming-of-age stories with dry humor and this doesn’t necessarily match Barbie’s squeaky-clean bubblegum aesthetic.
When Gerwig was first announced as the director of the movie, Margot Robbie toldVariety, “People generally hear ‘Barbie’ and think, ‘I know what that movie is going to be,’ and then they hear that Greta Gerwig is writing and directing it, and they’re like, ‘Oh, well, maybe I don’t…'” This adds to the intrigue that has been carefully cultivated throughoutBarbie’s promotion and is another thing that could’ve potentially been spoiled in an overly generous trailer. If we had been shown more of the actual plot, it might be easier to mesh Gerwig’s signature style with Barbie as a product in our minds.
Related:Why the Barbie Teaser Trailer is Making Audiences Nostalgic
However, the few jokes we did get an insight into were perhaps raunchier than anyone expected. The trailer featured jokes about the Kens “beaching” each other off and Barbie and Ken spending the night together, though they weren’t exactly sure what for. The incongruence between what people associate with the Barbie brand and this style of humor is yet another pitch-perfect aspect of the trailer, it’s intriguing while giving nothing away.
