That’s carrying over to the movies and trying to get people in the seats.” We’ve come to a place where it’s almost like reality stars are the moment. “It’s mind-blowing that I am at a place now where my brand can help a brand as big as Mattel and Barbie,” Beauvais, post-rollick, explains. But more than that, Beauvais’s turn in the pink spotlight stands as evidence of the Real Housewives franchise’s newfound status as Hollywood’s go-to movie-marketing weapon.
The “activation” - part of a multipronged promotional blitz that is currently playing out across TV, streaming, and social media - intends to promulgate word-of-mouth buzz for Warner Bros.’ $145 million Barbie movie adaptation. Shot from a top-down POV, the three-season Bravolebrity lays on her back to rollick atop a pink shag carpet amid piles of similarly bubblegum-colored Barbie finery, tossing clothing and garish boas into the air in a paroxysm of glee.Ī certain ineluctable logic governs this collision of worlds: television’s foremost fantasia of Birkin bags, spa days, private-jet travel, and real-life Malibu beach houses infiltrating the most plastic realm there is. A suite of digital video cameras track the Real Housewives of Beverly Hills cast member as she saunters into what one person on set describes as “Barbie’s dream closet”: a klieg-lit wardrobe wonderland decorated in hues of fuchsia, flamingo, and Pepto Bismol, chock-a-block with high heels, handbags, costume jewelry, and pair after pair of aggressively fashion-forward sunglasses encased in a shrine-like vitrine. Inside a cavernous Southern California soundstage on an apocalypse-hot day, Garcelle Beauvais is playing life-size Barbie.
The film industry looks to Bravoholics to save cinema.
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