Black Panther Flashcards
(5 cards)
Production context
17th film in the ‘Marvel Cinematic Universe’
Directed by Ryan Coogler and released in February 2018
Produced by Marvel Studios
Also a subsidiary of the Walt Disney Company
Vertical and horizontal integration
Large budget and resources for a 360 marketing campaign
360 marketing
Make the film into a ‘Cultural event’ across a variety of media ad platforms
Raising its profile from being just another ‘superhero’ film into something more politically resonant
Brand association deals
Target a diverse audience, appeal to a different spectator than other Marvel films
Hasbro toys
Toys/action figures
Targeting young children and family audience
Lexus cars
2 limited edition Black Panther themed cars
Targeting adult male audience interested in technology
Universal Music
Soundtrack with Kendrick Lamar
Appealing to young black males
Trailers
Utilise the prestige and reputation of the studio(Marvel)
High value production budget with overwhelming computer graphics and cast
Amazing CGI effects and set designs
Broadcast in the ad break of the Superbowl in America
Gaining immense amount of publicity
Targeting global mass audience
Social media marketing
YouTube
Audience to like, comment, share the trailer
About 90 million views in first 24 hours
Twitter (X)
Hashtags, posts, teasers etc.
Most tweeted about film in 2018
