Barbie's World: GM Rakes in $8 Million in Just 10 Minutes

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【Summary】GM earns $8 million from 10 minutes of screen time in Barbie movie featuring their vehicles, including a custom electric 1956 Corvette, Chevy Blazer SS EV, and GMC Hummer EV. Other brands like Volkswagen are also featured. GM's product placement success aligns with the movie's theme of female empowerment.

FutureCar Staff Aug 22, 2023 6:17 AM PT

Barbie's World: GM Rakes in $8 Million in Just 10 Minutes

Barbie's latest movie, directed by Greta Gerwig, has not only brought back childhood nostalgia for fans, but it has also provided a platform for brands to advertise their products. One of the major automakers, General Motors (GM), took advantage of this opportunity and featured their vehicles in the film. The marketing team at GM worked tirelessly to create buzz around the movie, with extensive social media campaigns and months of marketing leading up to the release.

The highlight of GM's involvement in the movie is the iconic custom electric 1956 Corvette that Barbie drives to a party. This Chevy convertible Corvette has captured the audience's attention since the release of the film's trailer. The car's appearance in the movie has also sparked interest in the real-life version, with searches for the C1 Corvette growing by 120% even before the film was released. Parts of the car were custom-made for the movie, making it 23% smaller than the original Corvette.

In addition to the Corvette, GM supplied other vehicles for the film, including a 2024 Chevy Blazer SS EV and a GMC Hummer EV. The Blazer SS EV, painted in a vibrant blue color, is driven by America Ferrera's character, Gloria. In an action-packed sequence, Gloria performs impressive stunts in this compact SUV while being pursued by blacked-out Chevy Suburban SUVs driven by the movie's antagonists. As for the GMC Hummer EV, it starts off as a manly vehicle for Ken but later gets transformed into a pink car by the Barbies.

Aside from GM vehicles, keen-eyed viewers can also spot a Volkswagen Type 2 and additional Chevy Suburbans that follow Barbie during a thrilling chase scene. The presence of these cars adds to the excitement and action of the movie.

GM's involvement in the Barbie movie not only allowed them to showcase their vehicles but also contributed to the success of product placement. In fact, the automaker earned $8 million from just 10 minutes of screen time. Furthermore, GM's participation aligns with the movie's larger theme, as it is the only major auto manufacturer with a woman CEO, Mary Barra.