Everything’s gone pink as Barbie mania hits its peak

From pink popcorn to donuts, Roxy Cinemas is riding the Barbie marketing wave

Image credit: Roxy Cinemas

As the UAE gears up for the long-awaited release of the Barbie movie, Campaign Middle East speaks to some of the brands capitalising on the phenomenal buzz around the movie.

Campaign Middle East editor Justin Harper spoke to Murray Rea, Director – Operations, at Roxy Cinemas, Dubai Holding Entertainment, on launch day.

What are you doing to capitalise on the huge interest in the film?

Roxy Cinemas was the first cinema in Dubai to open pre-sales on Friday night for Barbie. Since then, we have witnessed record-breaking pre-sales and have consequently added extra show times as early as 10 AM. We’ve also adopted a showtime frequency of every 30 minutes across all of our locations to help our guests catch the movie at their preferred time. Demand is growing stronger by the day, so we expect Barbie to open to full houses this weekend.

In addition, we’ve arranged a glamorous Giant Barbie Blowout Party for the opening day of the movie. Guests watching the film at Roxy Cinemas will get the opportunity to immerse themselves in the world of Barbie and Ken.

Will the movie theatres be turned pink?

On Thursday’s Giant Blowout Party, guests are invited to dress in their best pink and blue attire.

In honour of the movie, Roxy Cinemas will give popcorn a pink makeover alongside introducing several pink snacks and beverages such as Dragon Fruit Smoothie, Strawberry Glazed Donuts, and pink Cotton Candy. In addition, our social media channels have turned pink with our logo changing colours in celebration of the much-anticipated film.

What has Roxy got planned?

We’ve got a Giant Barbie Blowout Party taking place this Thursday, August 10 at the Dubai Hills Mall branch, exclusively for the 6.15PM showtime in Roxy Xtreme, where guests will be able to enjoy the movie on the region’s largest cinema screen.

Guests to the Barbie Blowout Party will receive mini pink popcorn tubs and pink donuts as part of their tickets. In addition, the event will feature karaoke sessions, life-sized Barbie doll boxes, themed photo booths, collectible tickets, and exciting chances to win themed merchandise and other Barbie goodies via trivia quizzes and games.

Other pink positioning

Royal Furniture has launched all-new PINK-themed furniture following Barbie’s direction.