black panther

• marvel studios is a subsiduary of the walt disney conglomerate
• marvel studios is vertically intergrated, they own the production and distribution of their films
• disney made black panther successful due to its position in the conglomerate
• black panther was released on february 16th 2018
• the film had an estimated budget of $200 million dollars
• the film grossed over $700 million worldwide
• it was the 17th film produced
• 360 degree marketing

  • trailers
  • posters
  • social media
  • merch
  • nyc fashion week
  • merch
• hasbro


  produced synergetic products such as toys and action figures which appealed to children and their families (marketed as family friendly) whilst also being bought by superfans who collect the products
• lexus


  car company produced 2 new cars (for 360 marketing) and promoted these whilst also encouraging people to go and see black panther. this targeted a male target audience
• kendrick lamar


  his creation of the soundtrack brought in his presold fans who already engage with his discography, bringing his young, black audience awareness to the film
• trailers


  used to emphasise how the film was a part of the marvel universe - engaging pre sold fanbase who are loyal to the subsidiary and will watch any media created by the marvel universe
• super bowl


  paying for the most expensive slot in tv advertising to promote the film (benefit of being in walt disneys conglomerate) this helps engage worldwide audiences of mostly middle aged males
• black history month


  due to its release in February, it helped further the message of the film to be clear that it celebrated black culture
• crowdfunding


  members of the public saw the 360 campaign and saw a crowdfunding chance. millions of dollars were raised worldwide to help fund young black children and their trips to the cinema to help them see representations of themselves in the media
• how did crowdfunding advantage disney

  as it was created by the public, all raised money went into the cinema trips, whilst allowing marvel to have yet another (unofficial) marketing technique to promote further. - participatory culture
• NYC fashion week

  • 'welcome to wakanda'
  • publicity
  • press reports
  • global audiience reached
  • targeted women (fashion weeks major attenders)
  • used 'wakandan culture'
• twitter

  • most tweeted about film ever (2024)
  • live q&a with teams who engaged with fans
• youtube

  • trailer gained over 172 million views in its first 24 hours
  • global audience
  • shared, liked and commented to further audeince
• chat shows and comicon had actor appearances to engage 'superfans' who will travel to the events, and engage through word of mouth
• low risk and high success
• could be seen as high risk due to its diversity. diversity in american cinema lead to ethnic minorities being underrepresented
• yet the name of the company, star appeal and marvels pre sold audience helped the film become successful
• critiques say that they used 'tokenism' to 'tick a box' and make more profit
• the film subverts stereotypes as the characters are seen as powerful, smart heros; whilst often being shown in america only in comical, social realism aspects
• alvarados theory of representation

  • exotic
  • pitied
  • humourous
  • dangerous

  black panther subverts all of these.