Black Panther Flashcards
What is horizontal integration?
When a media company acquires companies of the same media type
What are the advantages of horizontal integration?
- production costs can be minimised
- resources can be shared
- markets can be controlled
How is black panther horizontally integrated?
- shared resources: marvel characters, special effects
- marvel studios/ Lucas film/ Pixar- potential rivals
What is vertical integration?
When media companies acquire companies of a different media type
How is Black panther vertically integrated and what are the advantages?
- Disney retains all profits from product distribution
- full control of when and where their products are broadcasted
- cross media synergies
- cost saving
Can restrict access to competitors - Disney do not have to pay distributions to stream their products
What is a conglomerate? What are the 3 biggest media conglomerates?
- Media conglomerate is a company that owns other companies across a range of media platforms
- Disney, Comcast, Timewarner
What is 360 degree promotion?
The idea that you see promotion all around you.
What is synergy?
Elements that work together to promote each other.
How did BlackPanther use synergy?
- Disney organised the first half time show during the college national championships where Lamar performed. Disney also used this stunt to start selling advanced tickets
- The soundtrack featured Kendrick Lamar. This appealed to fans of the artist and fans of the marvel productions its associated with
- There was a ‘welcome to wakanda” catwalk show at New York fashion week and features in numerous magazines
- Special collaboration with Lexus car manufacturer called ‘Long live the king’ shown during the Super Bowl. The film also features product placement to showcase the car.
What marketing techniques were used to promote Black Panther?
-Teaser trailer released in February (black history month in US)
-360 degree marketing
- official trailer released 16th October (black history month UK )
- Cross media promotion
- Disney used the channels it owns to promote the film in ad breaks -espn, abc
-teaser trailer shown between NBA games - role model for young boys
- merchandise: action figures, toys, masks - all appeal to children
- posters
-social media
How did black panther gain a diverse audience?
- Due to under representation in the media it is important that there are positive representations of characters to create role models for Black children
- many supporting characters are strong black women. Portraying them in important roles in superhero films subverts typical conventions of the genre. - brings in a female audience
- appeals to children through marketing of the toys
- Frederick Joseph raised over $ 50,000 to take Harlem children to see black panther and launched the hashtag black panther challenge
- However BP still appeals to fans of action blockbusters by still maintaining mainstream conventions: high production values, genre conventions
- Targets the parents of children going to watch the film through advertisement of the car
Who regulates film and video in the uk?
The BBFC
How can Curran and seasons theory be applied to black panther?
Limited creativity:
-the dominance of marvel in the sci-fi / superhero films limits opportunities for alternative riskier alternative films. Audience are comfortable with conventional approaches and larger budgets
-Disney capitalise off their franchise
- MCU are scared to go outside of their conventional films so stick to what they know brings in the most money
Creativity:
-BP challenges stereotypes- older black character, non - American hero
- when Disney bought marvel they agreed to minimal creative influence over marvel products
Challenging the theory:
- MCU already has an existing fan base
- how successful BP was- marketing
- Formula of existing MCU movies
