Black Panther marketing

Release

  • Released during US black history month( February)

  • Shares a name with the political party

  • Released when BLM movement and visibility of POC talent in Hollywood was gaining momentum

  • Hesmondhalgh- release strategy

Box office

  • Budget- $200 million

  • Made $202 million+ in the opening weekend

  • Gross USA-$700 million+

  • Global figure-$1.3 billion ( highest grossing film)

Awards

  • First comic book nd superhero film to be nominated for best picture at the Academy awards

  • First MCU film to win an academy award

  • Won 3 oscars for costume, production design and original soundtrack

  • Won BAFTA award for best visual effects

The campaign

  • Marketing started in June 2017- 7 months before the release. Featured a teaser trailer (89 million views in the first 24 hours) and a poster of T’Challa on his throne

  • 5+ different types of posters including character and animated ones

TV Spots

  • Spent $37 million on national TV adverts

Comics

  • A new comic released in sync to help secure and maintain an audience. Also marked the 50th anniversary

Grassroots marketing campaign

  • People and communities payed for black kids to watch it through go fund mes in Denver, Harlem etc

Social Media

  • Most tweeted about film in 2018, more than 5 million tweets globally, become most tweeted about with 0ver 35 million tweets

  • When BlackPanther was used on twitter a custom emoji appeared

  • Initial trailer sparked 3BlackPanthersolit

Website

  • Links to characters, comics, videos ,news etc

Synergy

  • Toy-selling ad campaign from Hasbro-vibranium mask

  • Partnership with Toyota owned Lexus-Super Bowl slot called ‘long live the king’ promoting it. Also released 2 cars inspired by the film

  • Clarks- Shoe inspired by Black Panther

  • Brisk Tea (owned by Pepsi)- Created a drink an created a interactive black Panther installation at NBA all stars for the art scene

  • Female audience-Lancôme- line of makeup used by the casts at a premier

  • Wakanda fashion Show at NY fashion week

  • 44% of buyers were female

Soundtrack

  • Kendrick Lamar OST released

  • Senegalese musician

  • Won academy and Grammyawards

Criticism

  • Scepticism-designed to make a profit and claims they use activism and charities because release during BHM and has nothing to do with black history

Global Market-China

  • Kept Chadwick baseman’s face completely hidden

  • Racism due to lack of exposure

  • Hollywood could be to blame