Another reason for the success of Barbie's marketing campaign, Zaslav said, was the full court of press promoting the movie across all of Warner Bros. Discovery's properties.
Karese Frizell arrives at the premiere of"Barbie" on Sunday, July 9, 2023, at The Shrine Auditorium in Los Angeles. "Shaq and Charles Barkley, they were talking about 'Barbie'," he said. "If you were watching a football match, at halftime, you saw 'Barbie'. Every asset we had was talking about the strength of 'Barbie'. We had shows on HGTV, and every cake on the Food Network for a month was 'Barbie'."
"That's the power of Warner Brothers Discovery, and we really believe we operate as one company," Zaslav emphasized. "We're one of the top marketing companies because we have channels everywhere in the world."