As an aside, I thought Barbie sucked (not the target demo, my daughters liked it) but it was interesting. Noah and Greta are to thank for that and to a lesser degree the casting folks and Margot/Gosling.
Noah and Greta's masterpiece was the Netflix released White Noise. Really fantastic treatment on an almost impossible task, to turn that dialogue-driven novel into an interesting movie. Casting Adam Driver, who is quickly one of my favorite actors in Hollywood, was brilliant.
I guess what I'm saying is Greta/Noah, and the creatives in Hollywood like them, they are doing interesting things that isn't IP-laden but it gets nowhere.
Nobody went to see The Barbie movie because they thought Greta was going to make an interesting movie. They went and saw it because it became a vibe, thanks in large part to both a perfect storm of organic virality for pretty and interesting and fun people on apps like TIkTok while also hitting for the core target demo of girl tweens/teens/young women on the back of (an albeit brilliant, but massive) $150mm marketing campaign to get butts in seats.
The end result is people are pleasantly surprised it's actually a good film where they were just expecting a good time/experience (a la Lego Movie).