Title: “Controversy Surrounding ‘Barbie’ Movie Marketing Worsens Ahead of Japan Opening”
Date: August 3, 2023
Byline: Rocky Swift
The Japan opening of the highly anticipated movie “Barbie” has faced further setbacks following criticism and controversies surrounding its grassroots marketing movement. The film, starring Margot Robbie, has already achieved global success, grossing $800 million at the box office. However, recent events have marred its reputation in Japan.
The controversy began when a viral meme called “Barbenheimer” emerged, linking the film with a biopic of nuclear bomb scientist J. Robert Oppenheimer. Warner Bros, the producer of “Barbie,” initially embraced the fan-produced memes that juxtaposed Robbie’s Barbie character with actor Cillian Murphy’s Oppenheimer alongside images of nuclear explosions.
Unfortunately, the timing of these memes coincided with the upcoming memorials of the atomic bombings of Hiroshima and Nagasaki, which took place 78 years ago. The use of such imagery was deemed insensitive and disrespectful by many Japanese citizens.
The backlash grew on social media, with the hashtag #NoBarbenheimer trending online. Warner Bros Japan division was compelled to publicly criticize its parent company for its handling of the marketing campaign. Warner Bros later issued an apology in response to the controversy.
Mitsuki Takahata, the voice actor for Barbie in the dubbed Japanese version of the film, expressed her dismay on Instagram. She contemplated dropping out of a promotional event in Tokyo scheduled for August 11 due to the dissatisfaction caused by the marketing campaign. Takahata’s post garnered significant attention and added fuel to the existing controversy, with many expressing disappointment in the film’s marketing tactics.
The situation escalated further when the media-savvy U.S. Ambassador to Japan, Rahm Emanuel, posted a picture of his meeting with director Greta Gerwig. The online response to Emanuel’s post was overwhelmingly negative, with one user stating that the post would “get on the nerves of many Japanese” and discourage them from watching the movie.
Amidst the controversy, it is worth noting that no Japan release date has been announced for “Oppenheimer,” the biopic of J. Robert Oppenheimer that explores the creation of the atomic bomb. The film has faced criticism for allegedly avoiding an in-depth exploration of the devastating consequences of the atomic bombings in Japan towards the end of World War Two.
These recent events have underscored the importance of cultural sensitivity and the potential ramifications of marketing campaigns in different regions. As the Japan opening of “Barbie” approaches, Warner Bros and its associated entities are likely to face continued scrutiny regarding their handling of the controversies.