Black Panther - D

Question 1

Context: What is Black Panther?

Answer 1

• Part of the superhero genre
• part of the MCU franchise
• released in 2018
• afrocentric film, based around African Culture

Question 2

Context: Who was the film produced by?

Answer 2

Produced by Disney - a conglomerate (big comapny that owns smaller companies across multiple industries)

Question 3

Context: Who are Marvel a Subsidary of?

Answer 3

Disney - they bought Marvel for $4.24 billion

Question 4

Context: What is significant about Marvel as a Franchise?

Answer 4

They are the highest grossing franchise ever - $29 billion

Question 5

Context: Why is Black Panther a Commercially Successful Film?

Answer 5

• grossed over $1 billion (out of the 4 that have, its the only stand alone)

Question 6

Context: Why would the Critical Acclaim the film gained contribute to Commercial Success?

Answer 6

• first superhero film to be nominated for Best Picture
• won 3 Oscars: Costume, Production Design and Original Soundtrack

Question 7

Economics: How does the distribution of the film conform to Vertical Integration?

Answer 7

• The entire process is all controlled in house (Disney)
• Greater level of concentration (no external interferrance)

Question 8

Economics: What Marketing Technique did Marvel and Disney adopt?

Answer 8

• a 360 degree marketing experience
• globally marketed

Question 9

Economics: Why did they Market it the way they did?

Answer 9

• wanted it to stand out against other marvel films
• wanted to be different (cast and film based around celebrating Black Ethnicity)
• wanted to make it a cultural event (celebrating African Culture)

Question 10

Economics: Which Industries did the marketing cross-over into? (Synergy)

Answer 10

• Industries with different Audiences: Hasbro Toys, Lexus Cars, Kendrick Lamar
• all to target a larger audience

Question 11

Economics: How does the impact if Synergy make Black Panther more than just another Superhero Movie?

Answer 11

Made the film a cultural event that multiple different audiences could experience or enjoy.

Question 12

Economics: Why was the theatrical trailer released at the Superbowl and the NBA Finals?

Answer 12

• they are two of the most watched events in the US
• attract a different audience (sport fans)

Question 13

Economics: How was Digital Convergence impact the Distribution of Black Panther?

Answer 13

• cost effective (saving money)
• 35 million tweets (most ever tweeted film about ever at the time)
• viral marketing (the audience can share and spread the information about the film) - prosumerism

Question 14

Economics: How does Circulation further enhance the economical revenue of the film?

Answer 14

• purchase of DVD’s, Blurays etc…
• buy online in shop, downloads, streaming etc…

Question 15

Theory: Cultural Industries (David Hesmondhalgh)

Answer 15

• “idea that cultural industry companies try to minimise risk and maximise audiences through vertical and horizontal integration”
• different things within the superhero films

Question 16

Theory: Power and Media Industries (Curran and Seaton)

Answer 16

• “idea that the media are controlled by a small number of companies primarily driven by the logic of profit and power. The general tend in media industries is towards greater concentration of ownership”
• challenges this theory as Black panther is very different
• Disney won’t interfere with Marvel
• operate with relative autonomy from its parent organisation

Question 17

Theory: How does challenging the concept of ‘limiting variety and creativity’ allow Marvel to continue evolving as an economically lucrative franchise?

Answer 17

• more marvel films on the horizon
• more sequels and stand alone films
• marvel are branching into tv