Black Panther

What is Curran and Seaton’s Power and Industries theory?

• The media is controlled by a small number of companies primarily driven by the logic of profit and power

• Media concentration generally limits variety, creativity and quality

• More socially divers ownership creates the conditions for more adventurous media productions

What is a conglomerate?

• A large company that own a multitude of different companies like television networks, movie studios, publishing companies, music labels and digital media platforms

• Often formed through mergers and acquisitions so companies can diversify their holdings and reach across different media channels

• This allows them to leverage their resources and expertise across different sectors of the media industry to create cross-promotional opportunities that increases revenue and market share

What are some features of conglomerate films shown in Black Panther?

• Blockbuster storylines

• Established stars

• Established institutions are mentioned (like Marvel studios on the poster)

• Patriarchal/Hegemonic ideologies

• Conventional binary codes like good vs evil

• Us vs ‘the other’ narrative

• Surreal narratives

• Use of CGI and special effects

• Use of ‘proven projects’ like the MCU

• Saving the world

What is horizontal integration?

• When media companies acquire or merge with other companies that operate at the same level as them

• A company may buy a rival company to expand it’s library of media, to increase it’s market share and to reduce or far surpass competition

What is vertical integration?

• The acquisition or merging of companies that operate at different levels- normally a company operating at a higher level would buy out one working at a lower level

• This can be done to make all media productions in house so you do not have to outsource for distributors or a publishing company etc.

• It can also diversify holdings and increase market share

What is production, distribution and circulation?

• Production- Creation of the product from initial idea to final product

• Distribution- The marketing and transfer of the product

• Circulation- The showcasing of the product and transfer of the product

Context of Disney and Iron Man

• Disney bought Marvel Studios after the success on Iron Man which was on a budget of $180 million and took $585.8 million at the box office

• Iron Man 2- $200 million to $621 million

• Iron Man 3- $200 million to $1.21 billion

Advantages of horizontal integration?

• Helps to create more money and make the company more popular

• Reaches a wider audience

• Elimination of competitors

• New access to different markets as companies merge with others, increasing diversity

• Reduced costs in relation to having less managers

Disadvantages of horizontal integration

• Reduction of choices for consumers

• Less flexibility due to being a larger organisation- products have to go through more layers of scrutiny

• Smaller companies do not stand a chance

• Clashes is leadership and teams

• Domination of media viewpoint

• Limited growth opportunities due to only doing safe ideas

Advantages of vertical integration

• Can keep productions in-house

• Expanding your market

• Elimination of competition by eclipsing them in influence and resources

• Reaching a wider audience as all products can be found within the one company

• More resources can be put into researching new technonologies

Disadvantages of vertical integration?

• Reduced options outside of the company-similar products end up being made

• Smaller companies cannot compete

• Leadership and team clashes

• Increased risk as the company becomes more dependent on it’s own supply chain

• High capital requirements- higher capital investments such as building new facilities or acquiring new equipment

What are tentpole films?

• Films that are safe for large companies to make that drive a high profit- usually part of an established franchise

• More money is put into these films

• The large profit can then go to riskier projects

What is the Hollywood Blockbuster?

• Refers to films that are large in scope, budget and theatrical distribution

• Typically studio want film to generate between two or three times it’s production budget to be a success

• Can also refer to any large budget production aimed at mass markets

What are high concept films?

• A type of artistic work that is easily pitched with a succinct premise- this can be contrasted with low concept which is normally focused on character development and other subtleties that are not easily summarised

• These are the largest box office earners

• Action is the best genre for box office success at it drives the billion dollar box off

Who was Black Panther distributed by?

Walt Disney Studios Motion Pictures

Analysis of this poster

• Marvel studios- benchmark of quality, also likely to be a superhero film

• Main character wearing a suit- reinforces that this is a superhero film

• Sitting on a throne- shows the MC is on kingly status in this story- likely to have some political commentary

Analysis of this poster

• Rule of thirds- T’Challa on top- king ruling over his kingdom

• Marvel studios- benchmark of quality

• Suit- super hero film

• Futuristic tech

• Establishing shot

What is indirect marketing and how is this done with Black Panther?

• Includes social media accounts, blogs, newsletters- they don’t try and sell you anything or they at least do not sell the film directly

• This allows marketers to build rapport with their audience

• This is done in BP by having Chadwick Boseman on the Time

What is synergy?

The interaction and co-operation of two or more media organisations to produce mutually beneficial outcomes

What is symbiosis?

When different companies work together for the good of both companies

How does BP use synergy and symbiosis?

• Disney adopted at 360 degree consumer experience meaning wherever you look, Black Panther was being marketed by not only Disney but other companies

• The concept was to make the film a cultural event across a variety of media platforms and raising it’s profile from another superhero movie to something more politically resonant

What is David Hesmondhalgh’s cultural industries theory?

• He sees media industries being dominated by a small number of conglomerates

• The high production costs and ease of production and share of media products means that media industries use several methods to reduce risk

• This include integration, established genres, stars and conventional narratives to reduce risk and maximise profit

What is globalisation?

The process by which businesses or other organisations develop international influence or start operating on an international scale

How was Black Panther critically received?

• They used a majority black cast, much different from any other marvel film as Disney wanted it to be a cultural event

• They used a lot of cross over media to gain the interest of those across the world such as Michael B Jordan, Kendrick Lamar, Lexus cars which attracts a variety of audiences

• Afrofuturism isn’t a concept that is explored very much within the media so it’s a fresh idea executed well

What is the BBFC, what is it’s age rating for Black Panther and why?

• The BBFC is a not for profit, non-government, independent organisation the rates film based on what age they are suitable for

• All films are made with particular certification in mind

• There are different regulatory bodies in different countries which and producers must take this into account when creating the film

• In the UK it’s rating is 12, in the US it’s PG-13

• This is done because a large part of the marvel or superhero fanbase are children so it’s imperative that you appeal to this audience

• T’Challa and Nakia kissing was cut from the Saudi edit of the movie to adhere to segreation norms

• The word ‘Hanuman’ was cut from the movie to ‘avoid hurting religious sentiments’ in India

How did Hasbro toys collaborate with Black Panther?

• Released a Black Panther toy set with claws and a mask

• Target audience of children

• Hasbro wanted to bring Black superheroes to the forefront to create a sense of identification for Black children

• Mutually beneficial as children now go buy toys and will want to see Black Panther

How did Lexus cars collaborate with Black Panther?

• Black Panther surfs on a Lexus LC500 in the street of Busan in the movie

• Target audience of middle to upper class adults, especially those who are into Lexus cars

• It makes the cars seem as if they are a luxury and creates a direct association of Black Panther, a cultural phenomenon, with the car

How did Kendrick Lamar collaborate with Black Panther?

• Made a tie-in album for Black Panther to evoke deeper meaning and tell the audience about the story arcs of the characters- one example being “All the Stars”

• Targets a young black audience- primarily the audience of Kendrick Lamar

• Conflates Kendrick Lamar and Disney with solidarity with the Black community

How was Black Panther marketed in the Superbowl?

• Advertisement of Black Panther and Lexus LS 500 F SPORT

• Targets American Football fans

• The Superbowl in by far the largest event in America so a lot of people would have seen the promotion of BP and Lexus

Black Panther and Black History Month

• The film coincided with the start of Black History Month in America

• February is normally a weak month for movies but it paid off

• Targets those who support of the BLM movement and uplifts black communities

• Conflates the film with solidarity in the Black community, making it perceived as progressive and conducive to furthering racial equality in America

Black Panther and New York Fashion week

• Fashion brand with photoshoot taken in a set made to be a rainforest with African style clothing

• Targets middle and upper classes that are interested in high fashion

• Promotes the BP movie as well as tells the black community to be proud of their heritage

• May also appeal to Africans

  • Africans and African Americans have a sort of divide where their cultures are separated- this photoshoot brings them together