The rumor is $100 million. Still, $100 million feels about right, especially compared to what other movies spend. It's been boosted by the unexpected showdown between the pink, sparkly, sunshine Barbie movie, and the other blockbuster opening the same day — about the guy who invented the atomic bomb. Variety reports that on its opening weekend, "Barbie" is expected to take between $95 million and $110 million from ticket sales in North America alone, which would match what we assume was spent on marketing. But if "Barbie" can get that many people through the door on its opening weekend, the huge advertising push has definitely done something right.

---

Persons: Barbie, it's, Barbie Dreamhouse, Warner Bros hasn't Organizations: Vogue, Warner Bros, Mattel, Variety Locations: Malibu, North America