black panther industries part 1

• Marvel Studios


  A subsidiary company of Disney Studios
• Marvel Studios


  • Part of a shared universe along with several other superhero movies
  • Vertically and horizontally integrated, can do their own distribution and marketing in-house
  • Have a huge number of facilities, resources and money
• Marvel Studios being part of the Walt Disney conglomerate

  Means they were able to use Disney to distribute their film
• Disney's 360 degree marketing campaign


  The idea that in no matter what direction you turn, you should be confronted with images of their movies
• Disney's marketing for Black Panther


  1. Released a huge number of marketing materials (posters, trailers, social media pages)

  2. Released merchandise (action figures, toys) with Hasbro

  3. Worked with Lexus to release limited-edition cars

  4. Kendrick Lamar released a soundtrack for the film

  5. Trailers were cleverly distributed (shown during Super Bowl ad break)
• Black Panther being released during Black History Month


  Allowed the film to be marketed as tied to black history and pride of cultural heritage
• Crowdfunding sites were set up to raise money to allow young black children to go see the film
• Disney's partnership with New York Fashion Week

  Created a fashion show using clothes inspired by the Wakandan clothes in the film, called "Welcome to Wakanda"
• The Black Panther trailer was viewed 19 million times in the first 24 hours on YouTube
• Disney's use of social media to market Black Panther

  1. Posted the trailer on YouTube, enabling audience to like, share and comment

  2. Used hashtags and posts on Twitter, Black Panther became the most tweeted about film ever

  3. Cast and crew did live Q&A sessions on Twitter
• Actors from Black Panther


  1. Went on chat shows and breakfast TV shows to talk about the film

  2. Appeared at Comic Con to do panels for fans
• There was a Snapchat filter for Black Panther