Barbie‘s global take will soon top $1.5 billion — and that’s only in box-office receipts. From Chanel, TAG Heuer and Moschino to the Mattel dolls and other products that had a showcase in the 2023 blockbuster, the exposure these and other brands enjoyed combined with consumer purchases to undoubtedly push that film’s economic impact to stratospheric heights.
The alignment of high-end brands with Hollywood entertainment — not just on screens but on red carpets as well — is the subject of a March 20 panel discussion presented by data company Launchmetrics as part of its day-long Performance Summit 2024 event. The six virtual panels throughout the day are free and open to the public to attend live or to view after their completion.
Throughout the 2024 awards season, The Hollywood Reporter has been partnering with Launchmetrics to produce the Red Carpet Power Rankings, which measure the media-impact value of the brands worn by stars at the six major broadcast ceremonies, from January’s Golden Globe Awards through to the 2024 Academy Awards.
Launchmetrics CEO Michael Jais
Courtesy of Subject
As an additional element of this season-long partnership, THR is participating in “There’s No Business Like Show Business: Brand Building In Today’s Entertainment Industry,” a Performance Summit 2024 panel discussion set to take place at noon ET/9 a.m. PT on Wednesday, March 20. The 50-minute event will explore the increasing relationship between luxury brands, stars and Hollywood productions, while also examining the trajectory of this trend.
“Throughout the 2024 awards season, THR has been working with Launchmetrics to track the earned exposure of all luxury labels identified on the red carpet, and while that influence is both measurable and significant, it’s only one half of the equation for many of today’s hottest brands,” says THR contributing writer Laurie Brookins, who is participating in the panel discussion alongside Carlotta Rossi Spencer, head of branded business entertainment development for television production company Banijay, and Michael Jaïs, the CEO of Launchmetrics. “High-end brands likewise have been making greater inroads with product placements that feel authentic, yet they’re noticeable. Barbie is a great example of this strategy, while other films both recent and in the future are employing similar partnerships — in May’s The Fall Guy, Ryan Gosling will be seen wearing at least one watch by TAG Heuer, a brand he’s been aligned with since 2021. For many productions, it’s now an essential conversation.”
Other panel discussions and participants include “Decoding Beauty: The Data Driving Brands Today,” which will feature Amy Rollinson, insights and advisory senior associate of Vogue Business, and “Beyond Traditional Transactions: Experiential Marketing and the Value of Cultural Currency,” with designer Jason Wu.
For more information about Performance Summit 2024, check out the Launchmetrics schedule here.
