Black panther Flashcards
MARKETING - type of marketing used
360 degree marketing, meaning that the marketing covered all forms of media eg TV, merch, events etc.
The concept was to make the film into a ‘cultural event’, raising its profile from being ‘another superhero’ film into something political.
MARKETING - Synergy TV examples
B.P.’s teaser trailers were shown between NBA games on Disney owned TV channel ABC
NBA - viewership is predominantly black, with 47 percent of viewers being black.
Fans of sport are NOT the usual target audience for Marvel - normally younger.
The trailer (and its broadcast slots) identify a broader and wider appeal across not only races/ethnicities, but ages, genders and interests too.
MARKETING - synergy Lexus
A collaboration with Lexus, the car manufacturer called ‘Long Live The King’ was shown during the Superbowl. The Superbowl is one of the most watched sporting events in the US calendar.
The film also used product placement to showcase the car - synergy
MARKETING - synergy music
2018, Disney organised the first halftime show during the College Football National Championship, where Lamar performed.
A new trailer dropped during the game, featuring Lamar’s and SZA’s song from the film, “All the Stars.”
The football game, carried on Disney owned TV channel ESPN, was watched by 28 million people
MARKETING - advance tickets
Black Panther would go on to sell more tickets in advance than nearly any other movie in history
INDUSTRY - Who made black panther?
Marvel studios, making the film a part of the marvel cinematic universe
INDUSTRY - Subsidiary
Marvel Studios is a subsidiary of Disney (one of the largest conglomerates in the world)
INDUSTRY - integration
Marvel is vertically integrated meaning it can produce and distribute products in house.
INDUSTRY - distribution
Marvel being a subsidiary of Disney means that they could use Disney to distribute BP. Taking advantage of vertical integration, by using Disney’s resources as a bigger company.
Disney distributing means Marvel could utilise their large budget and resources to make a detailed marketing campaign.
Disney distributing means that it helped distribute the film globally
MARKETING - Soundtrack
Featured music by award winning artist Kendrick Lamar - appealing to fans of the artist.
Both the artist and film financially benefitted = synergy
Songs released independently before album to create a buzz
Explicit language targeting older universe
MARKETING - events
There was also a ‘Welcome to Wakanda’ catwalk show at New York Fashion Week and features in numerous fashion magazines (On opening weekend 44% of ticket buyers were female
MARKETING - toys
Hasbro toys. All advertising for these toys features children (across a range of ages and both genders) of colour
playing with these items.
Encouraging younger audiences to interact with the film.
INDUSTRY - horizontal integration
Disney has acquired companies which do the same part of the production process as them (producing).
For example, Marvel, Pixar and LucasFilm.
So, before Disney acquired them they were rivals - being horizontally integrated means Disney has eliminated rivals
INDUSTRY - advantages of horizontal integration
- Production costs minimised
- Resources shared
- Markets controlled
INDUSTRY - vertical integration
Disney has also acquired companies which do other parts of the production process. EG production - Disney
distribution - TV channels
Exhibition - Disney + streaming service
