Black Panther

• What global conglomerate is Marvel owned by?

  Disney
• Define vertical integration

  When a film has the capacity to produce a whole film from funding to exhibition
• How is Disney vertically integrated?

  Walt Disney: Disney Studios, Walt Disney Studios Motion Pictures
• Name a benefit of vertical integration

  Company in complete control of the creation of the film. Less risk and more profit
• Define horizontal integration

  When a global media conglomerate is made up of different companies that sell similar products
• How is Disney horizontally integrated?

  Walt Disney, Pixar, Marvel
• In what month was BP released in? And how is it significant?

  October, Black History Month
• Who directed BP? Name one of his past works

  Ryan Coogler - Creed
• What was the budget of BP and how much did it make at box office?

  Budget = $200M

  Box office = $1.344B
• Name four marketing strategies of BP

  Star power, trailers, merchandising, posters, synergy, interviews, social media, premiere.
• How did the trailer market the film?

  Unique aesthetic - Wakanda is new to MCU

  Diegetic audio code - 'never seen anything like this'

  Star power - Angela Bassett, Michael B Jordan

  Creates audience interest and curiosity
• How did posters market the film?

  Star actors

  Unique aesthetic
• Name 2 star actors in the film

  Michael B Jordan, Angela Basset
• Name 2 star music artists

  Kendrick Lamar, SZA, The Weeknd
• Give 2 examples of synergy for BP

  Collabs w/ music artists

  Lexus car brand
• How did the premieres market the film?

  Global premiere was livestreamed

  Premiered in LA, A list celebs, large fan bases looking at premiere content
• How did social media market the film?

  Premiere livestreamed

  #BlackPanther

  #WakandaForever

  Exclusive content - BTS, cast interviews, sneak peaks
• How did interviews market the film?

  Actors appeared on YouTube channels doing quiz interviews

  Actors appeared on chat shows to promote - e.g. Letita Wright on Jimmy Fallon
• How does BP conform to Curran and Seaton?

  Produced by large conglomerate - Disney

  Superhero movie, MCU - know it'll do well

  Vertically integrated - gets all profit

  Star power = audiences = profit

  Lack of variety - typical Marvel action film

  Synergy - maximises profit
• How does BP subvert Curran and Seaton?

  Atypical of Marvel film - political message
• How does BP conform to Hesmondhalgh?

  Minimises risk:

  - Vertical integration - full control

  - Superhero films known to be successful in Marvel

  Maximises audience:

  - Star power

  - Synergy

  - 360 marketing campaign - seen everywhere
• How does BP subvert Hesmondhalgh?

  Risks:

  - political message unlike other Marvel films

  - release in October - not typical release date of films