Black Panther

Question 1

who directed black panther?

Answer 1

Ryan Coogler

Question 2

when was the film released?

Answer 2

2018

Question 3

who were the main actors?

Answer 3

chadwick boseman, michael b jordan, letitia wright, danai gurira, andy serkis

Question 4

what franchise is it a part of, and why was this film in particular significant in this franchise?

Answer 4

marvel cinematic universe
first marvel film with a black director and predominantly black cast

Question 5

what is the genre of the film and what does this mean?

Answer 5

afro-futurism
the use of futuristic and science fictional themes and storylines which revolve around black culture
aimed at people of african heritage

Question 6

what was the budget for the film, and how much did it make?

Answer 6

budget : $200 mil
made : $1.3 billion (highest grossing film with diverse cast/director)

Question 7

who is the production company for the film?

Answer 7

marvel studios - which is owned by walt disney pictures since 2009 (horizontal integration)

Question 8

who was the distributor for the film?

Answer 8

walt disney studios motion pictures (previously known as Buena Vista Pictures Distribution) - vertical integration

Question 9

what is the film rated and why?

Answer 9

12A
PG - 13 in usa
- fight scenes and battles with weapons (but all fighting is fantastical)
- injuries, sometimes bloody
- no sex or nudity
- middle-finger gesture and use of mild bad language (‘shit’)
- A fantastical mind-altering potion is drunk during a ceremonial ritual.

Question 10

where was it filmed?

Answer 10

Atlanta (studio)
South Korea (car chase)
Argentina - Brazil border (waterfall)

Question 11

who is the target audience?

Answer 11

african american modern audience, marvel fans, families, fans of the actors, people who like action-adventure films

Question 12

what is 360 degree marketing and how did the film use it?

Answer 12

comprehensive approach which focuses on reaching the target audience from multiple platforms and channels (traditional marketing)(relies on digital convergence - clay shirky)
- trailers, PR events, teasers, actor interviews, social media

Question 13

what is transmedia storytelling and how was it used in the films marketing campaign?

Answer 13

• telling a single story across multiple platforms and formats using current digital technologies
• the film gave viewers extra information online about the imaginary country of wakanda

Question 14

what is slow burn marketing and how did the film use it?

Answer 14

• campaign that builds awareness over a long time
• marketing campaign began months before the release of the film, with the release of a teaser trailer in june 2017

Question 15

what was significant about when the film was released (feb.2018)

Answer 15

it was black history month in the US

Question 16

what are the elements of a mainstream film?

Answer 16

• high production values (e.g. lighting, sets, cgi, wardrobe/costumes)
• famous, well-known stars (part of production values)
• actors linked with genre
• huge marketing and branding campaigns
• clear genre
• clear narrative
• recognisable characters (roles) that are usually seen in the genre (e.g. hero, villain)
• funding

Question 17

how does gilroy’s post-colonialism theory relate to the film?

Answer 17

• contradicts the theory as it is set in a place that does not feel the effects of colonialism as they have never been colonised
• contradicts it as the film has a diverse ethnic cast, whose characters are rich, powerful and technologically advanced.
• supports it with the larger role for white British actor Martin Freeman as a CIA agent,
• the fact that, even though Wakanda was not colonised itself, its effects are still felt through the isolation they were forced into by the rest of the world
• images of slave ships imply colonialism was the reason for their ‘hiding in plain sight.’​

Question 18

what were some elements of the grassroots campaign for the film (and explain them)?

Answer 18

• # blackpanther challenge and GoFundMe = was started by frederick joseph to help raise money for underprivileged children of colour to be able to see the film = hashtag was to encourage donations
• lexus cars = advert for the car’s marketing was taken using highlights of boseman driving the car, featuring the original costumes and gear from the film - this ad was shown at the superbowl that year (where they also showed the films teaser trailer) - also limited editions of the car were created in the blue colour from the one in the film/trailer
• Welcome To Wakanda - New York Fashion Week = all designs were inspired by the film
• teaser poster campaign = character introduction posters

Question 19

how does the film relate to hesmondhalgh’s cultural industries theory?

Answer 19

• use a variety of media platforms/ marketing strategies
• film was low risk : character of T’Challa and country of Wakanda were introduced in Captain America: Civil War, the comic is over 50 years old, and all previous Marvel films have been hugely successful (film is part of the worlds highest grossing franchise = minimal risk - could argue marvel films are formulaic)
• use of popular genre (action) and actors (martin freeman, michael b jordan)

however having such an afrocentric could have been seen as a possible commercial risk, especially outside usa and africa

Question 20

how does curran and seatons theory relate to the film?

Answer 20

it could be argued that the dominance of Marvel in the sci-fi/superhero genre limits the opportunities for alternative, riskier independent films in these genres bc of their formulaic approach to action films