Black Panther Marketing Flashcards
What are some marketing techniques used?
Posters/Trailers
Brand Associations
Merchandise/Tie-ins
Global Premieres (including African countries)
TV Advertising slots during major sporting events (Disney-owned TV Channels)
Expo Events (D23/Comic Con)
Social Media
What is 360 degree promotion?
The idea that you see promotion all around you (like the circumference of a circle, hence 360 degree). These types of campaigns will have promotion everywhere - trailers, posters, social media, TV, events, magazines, music, video games, merchandise, brand association tie-ins.
What kind of event did Disney want to make the film?
A cultural event, raising its profile from being ‘another superhero’ film into something more politically resonant.
When was Black Panther released and why is this significant?
It was released in February 2018, Black History Month in the US.
What happened by the end of Febuary and March after the film was released?
By Feb 2018 – most tweeted about film of 2018, more than 5m tweets globally
By March 2018 – most tweeted about film EVER – approx. 35m tweets globally
What did #BlackPanther do on Twitter?
It displayed a custom emoji.
What did the marketing campaign start with?
With a teaser trailer and poster. This tied in with the release of a new Marvel comic based on the character to help build up an audience for the movie. Both marked the 50th anniversary of the character.
When were Black Panther’s teaser trailers shown?
Between NBA games on Disney owned TV channel ABC.
What did the teaser trailer do?
It unveiled the Afrofuturism world, setting a distinctly unique aesthetic for the series. It also informed users that much of the movie would be set on the African continent, a region where Marvel will hope it performs well.
What track was featured in Black Panthers trailer, and what significance does this have?
Bagbak by Vince Staples, and a sample from the 1970’s track ‘The Revolution Will Not Be Televised’, by African American poet and musician Gil Scott-Heron.
This was originally a popular slogan among the 1960s Black Power movements in the US.
What was the collaboration with Lexus called?
‘Long Live the King’
How was the Lexus LC500 promoted?
- It was featured heavily in a key action sequence within the film, and also featured in the graphic novel released with the movie.
- BP featured throughout the print advertising for the car, featuring many of the key actors from the film.
What did Disney organise with the college football national championship?
They had Kendrick Lamar perform during the halftime of the game, featuring his and SZA’s song from the film, “All the Stars.”
What channel was the college football national championship aired on, and how many people watched it?
The football game was aired on the Disney-owned TV channel ESPN, and it was watched by 28.4 million people.
What is synergy?
When two companies work together to promote each other.
What is an example of synergy in Black Panthers marketing?
- The B.P. soundtrack featured music produced by popular award winning rapper and songwriter Kendrick Lamar - this product appealed to fans of the artist and fans of the Marvel property it is associated with.
- 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).
What percent of African Americans made up the audience of Black Panther?
37% (the highest percentage)
What was one of the posters designed to look like?
A famous picture of Huey P Newton, co-founder of The Black Panther Party.
How did BP market towards children?
By collaborating with Hasbro toys, the advertising of this also predominantly featured children of colour, targeting this audience as well.
How did BP’s marketing target women?
With 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).
What was the #BlackPantherChallenge?
In February 2018, New York resident Frederick Joseph raised over $50,000 on GoFundMe to take Harlem children to see Black Panther in theaters. He then launched the #BlackPantherChallenge and called on others to start a GoFundMe in their neighborhoods to take more kids to watch Black Panther.
What is Curran and Seatons theory?
Curran and Seaton’s theory states that the media are owned by large conglomerates, resulting in lack of creativity and thought.
How does BP subvert Curran and Seatons theory?
BP isn’t just another superhero film, it challenges norms and stereotypes - the character is an older black non-American hero, who is also king of a small nation, with a very public identity.
The cast is also predominantly black - featuring only two white actors.
What is Hesmondhalghs theory?
Hesmondhalgh argues that major cultural organisations create products for different industries in order to minimise risk and maximise profit.
How does BP conform to Hesmondhalghs theory?
BP initially could be seen as high risk for a mainstream audience, as there’s no well-known stars and a predominantly black cast.
They minimised the risk by using:
Star Power
—> Kendrick Lamar soundtrack, Michael B. Jordan (Creed)
—> Martin Freeman, Andy Serkis - international appeal (MF appears first in the European trailer)
Genre based formatting
—> Marvel Studio branding in the trailer
—> Repetition of superhero genre evident in marketing materials
How does BP conform to Hesmondhalghs theory?
BP initially could be seen as high risk for a mainstream audience, as there’s no well-known stars and a predominantly black cast.
They minimised the risk by using:
Star Power
—> Kendrick Lamar soundtrack, Michael B. Jordan (Creed)
—> Martin Freeman, Andy Serkis - international appeal (MF appears first in the European trailer)
Genre based formatting
—> Marvel Studio branding in the trailer
—> Repetition of superhero genre evident in marketing materials
