Should we consider it noble that a multinational company like Mattel finances a film that is critical to the company’s strategy? “The image of being self-critical fits perfectly with the zeitgeist. Large multinationals seem willing to go through the dust for past mistakes, but how sincere is it”, asks Professor Stijn Joye of the Center for Cinema and Media Studies ( UGent) wondering.
According to Joye, we should mainly look at the long term. “Now they have to swallow the criticism from the filmmakers, but in the longer term they will come out positive. And that will also be reflected in the sale of Barbie dolls.” In addition, not all consumers make the link between Mattel and Barbie, “so the criticism of the parent company will not immediately hit the doll”.
2023-07-19 11:55:00
#longawaited #Barbie #movie #hard #cynical #Mattel #clever #marketing
