Black Panther

• Production context:


  Black panther was produced by Disney, which has a subsiduary known as Marvel Cinematic Universe franchise
• How did Black Panther being produced by a conglomerate like Disney benefit the film?

  • Larger budgt so better production and post production effects
  • Can include famous acting building up a fan base
  • Disney is very horizontally and vertically integrated, allowing black panther to diversify into other sectors of the industry all of which can act as advertising platforms
  • more likley to be mainstream
• Examples of how disney is horizontally integrated?

  Production- ABC (A regular tv network)

  Distribution- ESPN (A sports broadcatser which allows strategic expansion)

  Exhibition- Pixar
• How does Black panther align with Steve Neale genre theory?

  The science fiction blockblaster genre within the 1900s was typically one dominated by white maless, with black cinema being predominantly used in social realist genres

  • This aligns with Neales genre theory of repetition and difference as we see the same narritive style with superheros and a conflict then revlotion, however we see a predominance of black culture
• The teaser trailer:

  Premiured at the NBA games on ABC, this was strategic placement as the NBAs has a 63% black audience
• Media language within the Teaser Poster?

  • includes a cultural code of the peacock thrown alluding to the civil rights movement and enthusiast HP NEWTON- Creates this sence of triumph
  • Lots of gold mise en scene elements, lighting, costuming, encodes this sence of black royalty
• How is Disney interculutral?

  Disney's products are goodat identifying nuanced demographics and strategries for targetting them

  • for exmaple they used Nieslen research to challenge conventional ideas about ethnic diversity in mainstream media
• How well did the film succeed?

  • 89 million views within the first 24 hrs
  • 300,000 twitter mentions in first 24hrs
  • The teaser trailer was the top 3rd most rewatched out the whole marvel franchise
• What narritive style did black panther adopt?

  AFRO-FUTURISM:

  • Subvertt the abscnece of black characters from mainstream media
  • Allows black people to be hopefully in seeing a future despite the derrogatory past
  • HIGH CONCEPT NARRITIVE
• Disneys corperate synergy?

  1. Lexus car company: Agreed to a collaboration yrs before the script of BP was finished, it was a low risk high reward opportunity and appeals to the Males under25
  2. New Yor Fashion week:Ther was an afro-centri fashion line whch targets the +/- 25yrs female demographic
  3. Partnered with Hasbro: Created actions figures targetting the younger demographic of boys
• Disneys marketing stratergies?

  1. 360 consumer experience: disney wanted to superserve black movie goers and not only broadcast the films as a maintream event but also a large cultural event
  2. 4 Quadrant Demographic: Disney wanted to maximise their profit by aiming to appeal to all demographics like under 25 females and males over 25 females and males
  3. Supported grass roots campaigns funding underpriveledged children with tickets to see the film in cinema
• Visual spectacles within BP:

  • slow motion stunts
  • Piro techniques like explosions
  • Exotic fictional locations