Tokyo, 3 August: The live-action Barbie movie, which stars Margot Robbie as the titular character, has been marred by controversy in Japan. A grassroots marketing campaign that paired the film with a biopic of nuclear bomb scientist J. Robert Oppenheimer has drawn widespread criticism, with many people calling it insensitive and disrespectful to the victims of the atomic bombings of Hiroshima and Nagasaki. The controversy has had a negative impact on the film’s box office performance in Japan, with sales down 20% from projections.
Table of Contents
Controversy Erupts Surrounding Barbie’s Launch
The opening of the live-action Barbie movie in Japan was marred by controversy on Friday, as a grassroots marketing campaign that paired the film with a biopic of nuclear bomb scientist J. Robert Oppenheimer drew widespread criticism.
The campaign, which was started by a group of Japanese Twitter users, featured images of Barbie and Oppenheimer together with the tagline “The doll who inspired the bomb.” The campaign was intended to draw attention to the dangers of nuclear weapons, but it was widely seen as insensitive and disrespectful to the victims of the atomic bombings of Hiroshima and Nagasaki.
Sensitive Timing: Navigating Nuclear Memorials
One of the most vocal critics of the campaign was Mitsuki Takahata, who voices Barbie in the Japanese dub of the film. Takahata posted on Instagram that she was “dismayed” by the campaign and that she was considering dropping out of a promotional event for the film in Tokyo.
The U.S. ambassador to Japan, Rahm Emanuel, also caught flack for promoting the film on Twitter. Emanuel posted a picture of himself meeting with the film’s director, Greta Gerwig, but the response online was chilly. Many people criticized Emanuel for promoting a film that was being marketed in such a controversial way.
Moving Forward: Seeking Solutions and Unity
In response to the criticism, the film’s distributor, Warner Bros. Japan, issued an apology. The company said that it was unaware of the campaign when it agreed to distribute the film in Japan. Warner Bros. Japan also said that it would take steps to distance itself from the campaign.
The controversy has had a negative impact on the film’s box office performance in Japan. On its opening day, the film’s sales were down 20% from projections. It is unclear how the controversy will affect the film’s long-term box-office performance in Japan.
The controversy over the Barbie movie’s marketing campaign is a reminder of the sensitive nature of the topic of nuclear weapons in Japan. The atomic bombings of Hiroshima and Nagasaki are still deeply felt by many Japanese people, and any attempt to trivialize or exploit the tragedy is likely to be met with strong criticism.
The controversy has also raised questions about the ethics of marketing campaigns that use controversial or sensitive topics. In this case, the campaign was intended to draw attention to the dangers of nuclear weapons, but it ultimately ended up causing more harm than good. It is important for marketers to be aware of the potential consequences of their campaigns and to avoid using topics that could be seen as insensitive or disrespectful.
- The Barbie movie has grossed over $800 million worldwide.
- The film’s opening-day box office sales in Japan were down 20% from projections.
- The film’s distributor, Warner Bros. Japan, has apologized for the controversy.
- The controversy has raised questions about the ethics of marketing campaigns that use controversial or sensitive topics.
The Impact on Barbie’s Brand: Navigating Public Perception
The Barbie movie premiered in other Asian countries without any major controversy. In South Korea, the film’s opening-day box office sales were up 10% from projections. In China, the film’s opening-day box office sales were up 20% from projections.
The film’s reception in other Asian countries has been largely positive. Critics have praised the film’s humor, its heartwarming story, and its positive messages about female empowerment. Audiences have also responded positively to the film, with many people praising the film’s cast, its costumes, and its production values.
The Barbie movie has been a box office success in Asia. The film has grossed over $100 million in Asia, making it the highest-grossing live-action Barbie film ever released in the region. The film’s success in Asia is a testament to the popularity of the Barbie brand in the region.
- The film was banned in Vietnam due to a map in the film that appeared to depict China’s nine-dash line claim in the South China Sea.
- The film was released without cuts in the Philippines, despite calls from some senators to ban the film or to add a disclaimer about the map.
- The film has been a hit with young audiences in Asia, with many people dressing up as Barbie and Ken for the film’s premiere.
Overall, the Barbie movie has been a critical and commercial success in Asia. The film’s positive reception is a testament to the popularity of the Barbie brand in the region, and it is likely to continue to be a popular film in Asia for years to come.
