Black Panther

• Black Panther

  • 17th film in the franchise
  • Highest-grossing film franchise
• Directed by

  Ryan Coogler
• Film released

  February 2018
• Produced by


  Marvel Studios, a famous comic book brand that is also a subsidiary of the Walt Disney Company
• Extremely successful as they broke records for the highest opening weekend in the USA, and also performed well globally
• Grossed well over $1 billion worldwide, with 48% in non-US countries
• One of the only superhero films to be nominated for a 'Best Picture' Academy Award
• Won 3 Oscars for Costume, Production Design and Original Soundtrack
• Marvel Studios


  Film distributor
• Disney


  Film distributor
• Marvel Studios

  Subsidiary of Disney
• Vertical integration


  • One organisation owns more than 1 stage of the industrial process (Production, distribution and circulation) of media product creation
• 360 marketing


  Make the film into a 'Cultural event' across a variety of media ad platforms and raising its profile from being just another 'superhero' film into something more politically resonant
• Brand Association deals


  • Target a diverse audience, appeal to a different spectator than other Marvel films
  • Hasbro toys
  • Lexus cars
  • Universal Music
• Synergy


  Teaser trailers were show between NBA games and a special collaboration with Lexus called 'Long Live The King' was shown during the Superbowl
• Crowd-funding projects


  • Buy under-privileged children a ticket won support from celebrities
  • The film was released during Black History Month to add another political element
  • The costume, hair, make-up for the stars suggest Black history
  • Production designers all gave detailed interviews about how the film celebrates African culture
• New York Fashion Week


  'Welcome to Wakanda' catwalk show at the New York Fashion Week
• Trailer


  • Utilise the prestige and reputation of the studio(Marvel)
  • High value production budget with overwhelming computer graphics and cast
  • Amazing CGI effects, or even the amazing set designs
  • Diversity that previous Marvel films didn't have-Vast amount of African culture
• Posters


  • Dynamic and action-oriented design
  • Black Panther as central image
  • Bold colours, especially deep purple associated with Wakanda, ensemble cast showcased, highlighting diversity and power
• Teaser trailer was released


  June 2017
• Teaser trailer had reached 89 million views on YouTube within 24 hours
• Black Panther was the most-tweeted about film of the year


  2018
• Black Panther had more than 5 million tweets globally
• Black Panther became the most-tweeted about film ever with 35 million tweets


  March 2018