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Yes, but opening weekend audiences don't have any reference to what the movie might actually be beyond what the ad campaign has sold them. ( assuming they're not reading HTF :) ) For what it's worth, here are audience reactions so far ( from DEADLINE ) : Females under 25 on CinemaScore (at...

Yes, bright shiny marketing that made kids and families want to see it. That’s what marketing does. It’s a movie about a well -loved children’s doll, for God’s sake. The kids and parents who are flooding matinees today didn’t wander into the auditoriums by mistake.

Everyone seems to have underestimated the huge family audience that's a big part of the audience for this... much the same way they pushed the Super Mario movie into the stratosphere earlier this year.

Barbie is 114 minutes.