black panther

• what company made black panther

  marvel studios
• who is marvel a subsidiary of

  walt disney, which is a global conglomerate
• what does It mean to be vertically integrated


  you can distribute as well as produce products
• Disney distributing the film meant that

  they had a large budget and resources to create a detailed marketing campaign

  helped distribute the film globally too
• disney aim to create a 360 degree marketing campaign, but what does this mean


  promote the film EVERYWHERE

  ensure all audiences are familiar with all their films
• who did disney work with to create action figures

  hasbro

  synergetic products
• who did action figures target

  young children and family audiences

  appealing to adult superfans of the franchise who are interested in collectible items
• who did disney partner with to make 2 limited edition black panther themed cars

  lexus

  every time the car was marketed so was the film
• who did Lexus target

  adult males interested in status and technology
• who produced the black panther soundtrack and who did it target

  kendrick lamar

  targeted his fans and young black males
• disney produced several trailers for the film, where were they released


  tv

  cinemas

  online
• what is the purpose of a trailer

  to show off the best parts of the film, show the narrative, actors and special effects
• what expensive advertising slot was the trailer broadcasted in

  the superbowel
• who did the Super Bowl advertising target

  global mass audiences

  gained immense publicity
• they worked with New York fashion week to create a catwalk show

  what was it called

  welcome to wakanda

  displayed costumes inspired by the film
• who did the fashion show target

  a female audience
• when the actors appeared on talk shows, what audiences did it target


  an older audience
• what is comic con

  a globally recognised event for fans of big franchises in film, gaming, tv etc
• when the actors appeared at comic con, who did it target

  superfans of the marvel franchise ensuring they would spread the word
• marvel has a pre - sold fan base of their products but what does this mean


  people who like their other media texts will go and see whatever they release next
• what is a working formula

  some people argue that marvel makes similar films over and over, having found a working formula for financial success
• how does the working formula link to hesmondhalgh's theory

  the use of a successful formula/genre/universe helps to reduce risk and maximise profit
• 6 reasons for black panther being low risk


  1. shared universe

  2. presold audience

  3. global conglomerate involvement

  4. famous actors

  5. popular genre

  6. detailed marketing campaign
• 3 elements of risk

  1. lesser known marvel character

  2. predominately black cast

  3. cost a lot to make
• why did marvel take risks when producing black panther

  appeal to a modern, youthful audience

  perhaps trying to 'cash in' on the current social and cultural context of people wanting more diversity in the media
• what do some people think black panther was an attempt at

  to change Disneys reputation of representing ethnic minorities poorly

  black panther could be seen as a strategy
• what age rating did the bbfc give black panther

  12A
• why was the age rating controversial

  some people argued that black panther had a lot of violence for a 12A certificate
• how did the bbfc defend the rating

  audiences should expect a certain level of violence from a marvel film
• how did some audiences defend the rating

  the violence is 'fantasy based'

  the violence exists within a moral universe, where it is not glorified or senseless
• posters

  marvel produced different posters for different countries

  targets a diverse range of audiences
• a separate poster was designed for china

  
  

  covered actors faces with their masks, hard to tell that the actor was black


  some may say it reflects the countries different attitudes towards race

  
  

  example of a film company self-censoring their marketing materials to target specific global audiences