BLACK PANTHER - MARKETING

What did marketing focus on for Black Panther?

Marketing focused on the way the film celebrated black culture. This ensured it became a cultural and political event. The Afrofuturism aesthetic appealed to a range of audiences

Afrofuturism

A movement in the arts including the films featuring futuristic and science fiction themes and narratives incorporating elements of Black Culture and History, connects audiences from diaspora to their African heritage

What are some of the key takeaways from the teaser trailers released in 2017?

In June 2017 teaser trailers were released featuring Chadwick Boseman reprising his role as T’Challa and introducing the world of Wakanda.

Images were Afrofuturistic and themes of pride and power were designed to appeal to a broad audience

The majority black cast highlighted the film as a political and cultural event and distinguished it from other superhero films.

When was the film released to coincide with?

Black Panther was released to coincide with Black History month in the US - at a time when there was a lot of discourse surrounding Black Culture

What does it mean to say the marketing was also conducted at ‘grassroot’ level + 2 examples —

Frederic Joseph raised money through a GoFundMe page to take a Boys and Girls club in Harlem to see the film

#BlackPantherChallenge encouraged other people to take part and raise money and also contributed to the film’s profile

What was reinforced after the theatrical poster was released?

The theatrical film poster further reinforced the themes of the teaser campaign, establishing the recognisable Marvel Brand through the logo and font style.

The iconography of Afrofuturism is also a significant element of this poster.

The inclusion of recognisable stars such as Martin Freeman and the creation of the fictional universe also broadened audience appeal.

How and when was the theatrical trailer constructed and what did it contain?

The theatrical trailer launched in October 2018 and was carefully constructed to contain something for a range of audiences, both fans of the marvel franchise and new audiences attracted by the diversity of the cast and narrative

The trailer focuses on

T’Challa’s personal and political struggles

Introduces the characters including the antihero Killomonger and the all-female special forces unit - focusing on their strength and power

There are also the expected elements of films of this genre including car chases, advanced technology, battles and special effects

How were Black Panther’s marketing strategies wide ranging? Including sponsors and events:

Black Panther’s marketing strategies were wide ranging, designed to reach a diverse audience. They included a ‘Welcome to Wakanda’ runway show in New York Fashion week alongside a Black Panther red carpet event

Lexus cars - one of the films sponsors - released 2 limited edition models, containing Marvel/Black Panther token features - including the blue colour of the car featured in the film. Black Panther surfs the Lexus car and it is driven by the female warriors in the car chase with the villain

Who performed for the soundtrack and how is this relevant?

Kendrick Lamar performed songs for the soundtrack appealing to another demographic and fan base.

‘Pitchfork’ online music magazine suggested that Coogler selected Lamar because the themes of his music - foremost on that list blackness as an identity, power dynamics, self-doubt, spirituality and the duty of kingship - align with those in the film

What Merchandise was released?

Merchandise was also widely available including a Black Panther mask and a variety of toys and replica figures from the film

MARKETING TO TARGET AUDIENCES

How were marketing strategies employed, who did they target and where were they released?

The marketing strategies were designed to appeal to a broad global demographic. The company employed 360 degree marketing crossing multiple platforms.

MARKETING TO TARGET AUDIENCES

How did Disney break away from the norm?

It was a marketing strategy by Disney itself to produce the film at all, in doing so the company broke away from the tried and tested formulas within the franchise.

MARKETING TO TARGET AUDIENCES

What type of audiences did the film target and how?

The film appealed to mainstream audiences and to fans of the Marvel franchise, through ensuring plot continuity with other films in the franchise and Easter eggs for more hardened fans.

But also to arthouse audiences through the inclusion of political and Afrofuturistic themes.

MARKETING TO TARGET AUDIENCES

How did the marketing target Afro-American audiences?

Cultural marketing was used to target the Afro-American audience

eg: inviting Kendrick Lamar to produce the soundtrack and showing the trailers as sporting events with an Afro-American following

MARKETING TO TARGET AUDIENCES

How were women targeted in the marketing?

Women and Black Women in particular - an under-represented demographic in this film genre - were targeted through the inclusion of strong female characters with an active role in the narrative

MARKETING TO TARGET AUDIENCES

What other marketing was released and how did this help to attract audiences?

Posters were produced focusing on individual characters in a close up with a tagline reflecting their motivation in the narrative. This encouraged audiences to identify with particular characters.

Featurettes were also produced where the actors discussed their character’s role and their importance in the film as if they were real people

MARKETING TO TARGET AUDIENCES

How was a well-educated professional audience targeted?

Time Magazine ran a front cover featuring Chadwick Boseman. This magazine’s global readership are well-educated professionals, a different target demographic for the franchise

What was the effect of the Hasbro games ad campaign?

The toy-selling ad campaign from Hasbro featuring children of colour was really important. ‘Characters of colour have historically been relatively marginalised in movies, comics and television, toys and commercials like this simply haven’t existed’

What criticism did the marketing campaigns receive?

The attachment of a Disney movie to a power social movement empowering black creatives has inspired some skepticism, Black Panther is after all a movie designed to make a profit.

There is an argument that:

‘As marginalized groups become more vocal, corporations and their savvy public relations departments have turned to catering to these group - to turn a profit - and this film by Marvel Studios is no different,’

What audience was targeted in the Lexus Superbowl advert and why?

The Lexus Superbowl advert - produced by a woman of colour - was designed in this way ‘we are going after a younger customer, and from a demographic standpoint, the younger you go, the more culturally diverse the population gets’

List all the marketing campaigns for the movie:

1. Lexus Superbowl ad

2. Hasbro games ad

3. Comic book release

4. Kendrick Lamar soundtrack

5. TIME front cover of Boseman

6. Runway show

7. Red carpet events

8. Trailers, posters and interviews

9. Merchandise, video games and theme park rides

10. #blackpantherchallenge