Black Panther Industry Flashcards
what is a mainstream, high concept film?
it’s a big budget hollywood film. the criteria includes: elements that are easy to market and promote, high profile stars, high production on cinematography, setting and special effects.
what is the economical context?
produced by major film studios that are media conglomerates and have the ability to back these films and rely on financial returns. major production companies have the means to promote, exhibit and distribute the films. these companies operate a philosophy of synergy through vertical/horizontal integration.
what is the product context?
17th film in MCU, the highest grossing film. directed by Ryan Coogler and released in February 2018. Wakanda avoids European colonisation and achieved technological superiority. grossed $1 billion worldwide, 48% outside the US. cost $200 million before marketing.
What’s the ownership of Black Panther?
Marvel was founded in 1998 formed by a merger of Marvel Entertainment Group and ToyBiz. It’s known for comic books by Sony Pictures and Universal Pictures. In 2009, Walt Disney acquired Marvel for $4.24 billion. Disney are the film’s distributors (vertical integration).
How have Marvel maintained an audience?
Through ‘360-degree consumer experience’, which is the idea that wherever you look, you will see Black Panther. The concept turns the film into ‘cultural event’ across multiple media platforms and raising their profile. There was a Hasbro’s toy selling campaign.
What is synergy?
When collaboration or cooperation creates an outcome that is more effective or powerful than if each party worked independently
what are the political elements?
Crowd-funding projects to buy under-privileged children a ticket won support from celebrities. The film was released during Black History Month and everyone involved gave interviews about the film celebrating black culture. ‘Welcome to Wakanda’ catwalk at NY fashion week.
how popular was Black Panther before release?
the teaser trailer was released in 2017 by ABC, within 24 hours, it had been viewed 89 million times. just before release, Black Panther was the most tweeted about film of 2018b with 35 million tweets.
what marketing strategies were adopted?
relied on marketing image that offered audiences a product that demonstrated genre difference. releasing in black history month helped seal the production credentials as an ethically aware product.
what were the grassroot elements of Disney’s campaign?
the use of charity events and the fashion shows enable the film to create a meaningful and credible connection with the economic concerns of a black audience globally.
what does Disney’s conglomerate global status enable?
to engage in saturation marketing, a strategies used by high-profile conglomerates to create hype and uplift for oncoming films. it’s used to drive word-of-mouth endorsement.
how did black panther benefit from a 360-degree marketing campaign?
black panther benefits from a 360-degree marketing campaign. this involved the simultaneous and controlled release of marketing messages on traditional and new media platforms. Marvel’s high-profile position enables them to cultivate a slow-burn marketing.
what does the online campaign do?
it used transmedia storytelling to give viewers additional information regarding Wakanda. Disney’s connections to other sectors big players grants access to events and conventions where the stars give exclusive appearances.
what is Hesmondhalgh’s theory?
He made 2 observations: products exist as a result of their economic contexts (they are manufactured to create profit and maintain an audience) and the media industry is a high-risk business (the impossibility of predicting audiences tastes along with high costs of production meaning making commercially successful media is very difficult.
what is horizontal integration?
acquiring media companies in similar sectors allows large-scale institutions to achieve cost savings, allowing them to maximise profits without competing with other brands.
