Black Panther Flashcards
(34 cards)
Who created Psychographics?
Young and Rubicam
Which Psychographic type is BP aimed at?
Mainstream- crave security and repetition
What is David Hesmondhalgh’s theory?
Cultural formatting
What is cultural formatting?
- Utilising star power
- popular genre
- serial format
- remakes
Which of the 3 out of 4 in cultural formatting does BP fit?
It uses Kendrick Lamar (star power), popular genre (superhero is currently the highest grossing£
and is the 17th MCU film (serial format)
Who has a theory about conglomerates?
Curran and Seaton
What do Curran and Seaton suggest?
that conglomerates (massive companies) are driven by profit and power, leading to a lack of originality
Who made the Two Step Flow Theory?
Paul Lazerfield
What does the Two Step Flow Theory suggest?
It’s an audience model that suggests our opinions can be formed for us by Opinion Leaders (friends, family, celebs, the news, critics, social media)
How does the Twp Step Flow relate to BP?
Disney owns ABC news and 10% of VICE news and can therefore manipulate opinions on the film by using those places to give it good reviews
What is mass marketing (above the line) compared to?
fishing
What is targeted marketing (below the line) compared to?
hunting
What are examples of mass marketing?
TV spots, trailers, posters, YouTube ads
What are examples of targeted marketing?
targeted ads, flyers, mailing lists
How did Disney distribute BP?
through a 360 degree consumer experience (saturation marketing)
What was BP’s distribution budget alone?
$150,000,000
What did Disney want BP’s release to be?
a cultural event
What are some of the ways they marketed BP?
TV commercials with hashtags (the most tweeted about film), posters and trailers based on afrofuturism, press coverage and has ro merch
What kinds of synergy were used to market the film?
A limited edition Lexus car at the Superbowl, a videogame with Synchrony bank, “Welcome to Wakanda” at New York Fashion Week and an album by Kendrick Lamar
What is meant by an auxiliary audience?
It’s the type of people picked up with synergy advertising for example: Kendrick Lamar fans aren’t the target audience of the movie but will come to see it to hear his music
How many tweets did BP pick up?
most tweeted about 2018 movie pre-release with 5mil and picked it 35mil after , becoming the most tweeted about movie
How did BP’s marketing use horizontal integration?
The Lets Go TV spot aired during an NBA game break on ABC which is owned by Disney (a Kendrick Lamar song was also used)
Why was it important for BP to receive the age rating it did?
It opens up a wider audience (PG-13/12A) as more people can see it on release
How did Kendrick Lamar act as an opinion leader?
He tweeted about the movie, having 11.5million Twitter followers
