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Black Panther had one of the most incredible marketing strategies in history. As a matter of fact, it was so successful that Black Panther quickly became the top-most grossing film of the Marvel cinematic universe. The fans got their first glimpse of T’Challa in two posters that came out on June 9th 2017, quickly sparking headlines everywhere and going viral and creating a buzz. These posters were soon followed by 11 character posters, Dolby and IMAX posters and an exclusive release by Regal Cinemas.
Accompanying these wonderful posters were a short series of trailers and teasers.The teaser for Black Panther came out on the 9th of June 2017 and introduces the audience to the universe of Wakanda in Africa, and gives an idea of the narrative T'Challa trying to be a good king. The teaser trailer has over 41 million view on YouTube as of now. This was released a while before the release of the film to get the audience hyped up and excited for the movie as well as the marketing campaign about the take place. Black Panther's official trailer came out on October 16th 2017, giving the audience about 5 month long wait period for the release of the film. This raised hype and anticipation for the movie and gave the audience a very vague and standard storyline of a hero fighting to save the world against the bad guy who wants to burn it down, virtually giving none of the major plot points away. This strategy led to Black Panther breaking records for selling the most amount of pre-release tickets in Marvel history. The teaser trailer has over 41 million views on YouTube as of now, while official trailer has over 42 million.
Marvel used market segmentation to target underrepresented black movie-goers, approaching a niche target demographic, and consequently also reaching a less directly targeted demographic locally and globally through word of mouth, buzz and controversy. A month prior to its trailer unveiling at Comic-Con, Disney released its first teaser to viewers of the NBA Finals. This was a good decision not only because NBA viewership peaked at 20.1 million in 2017, but also because NBA viewership peaked towards African-American males by 63%. Marvel also made a large effort to interact with its audience through social media platforms such as Twitter, Hasbro to promote a Black Panther toy line, which helped raise children's awareness of the movie. Disney also tapped into another market segment of women of colour by organizing the "Welcome to Wakanda: Fashion for the Black Panther Era" fashion line that coincided with New York Fashion Week. Black Panther adopts a cultural narrative, going beyond the comic book story or plot. It is based on African tradition and history, with influence from various African tribes and cultures to create an incredible myth of a new, futuristic Africa, led by an enlightened ruler. This marketing for this silver-screen epic was more of a cultural movement than an advertising campaign, discussing issues of politics. Moreover, this film was released during Black History Month in the US, which was a well-played marketing strategy, and adding that to the predominantly black cast, director and crew turned this film into a cultural phenomenon and a powerful social movement.
Marvel also organized several Black Panther screenings all around Africa, a place often overlooked by marketers and studios. However, the Black Panther marketing team decided to pay an homage and respect to the basis of this film which is set in Africa with African cultures, traditions and people, reaching out to a global audience.
The film had an incredible grassroots marketing campaign and the passion, anticipation and hype for the film spurred widespread fundraising efforts. Fredrick Joseph, a marketing consultant from New York City created the #BlackPantherChallenge with the aim of raising $10,000 through a GoFundMe page to benefit the Boys and Girls Club of Harlem. The campaign attracted the attention of several other A-list celebs such such as Octavia Spencer and Viola Davis. “The focus is on kids because kids are extremely impressionable,” Joseph said. “With the current landscape that we’re in, culturally and politically, it’s never been more important in the modern era to combat some of these negative entities, especially for kids of color, and young LGBTQ kids, and women.” Marvel encouraged its audience to speak up about the film through this use of hashtags and customized Twitter Emojis for characters like Black Panther, Nakia, Kill Monger, Shuri and Okoye, integrating the fans into the marketing campaign. Marvel then encouraged the fans to tweet the name of their favorite character from the movie: the character's name preceded by a hashtag. The fans were also encouraged to share their favorite song off the Black Panther Album featuring Kendrick Lamar and various other artists. Marvel also promoted a sweepstakes contest to their fans, encouraging their fans to share their favorite Black Panther memory of their personal photo using the hashtag '#Marvel10YearSweepstakes’. Here, Marvel advertised that the fans might get a chance to win a trip to ‘Avengers: Infinity War’ premiere. With these grassroots efforts Marvel generated a big buzz for Black Panther, which in turn upped the film's prospects at the box office in a massive way.
Disney promoted the movie through the Noovie pre-show package from National Cinemedia with clips, behind-the-scenes footage and more exclusive content. And partnered up with Brisk, which offered co-branded packaging and produced a video spot featuring Jordan talking about how opportunities come from putting in the hard work behind-the-scenes, before the finished product is ever seen; even the drink brand Alma ran a sweepstakes. Synchrony Bank ran a co-branded commercial that used the movie’s theme of teamwork to sell its savings accounts. And the large main cast of the movie went on an international press junket tour to talk to fans and give interviews talking about the film. Lexus Black Panther: Soul of a Machine, an ingenious feat of creative marketing combined two seemingly unrelated products in a literary vision unifying them both, creating synergy between the locomotive and the film through cross media convergence, while reaching a larger audience and generating greater buzz about Black Panther. And while the 2018 Lexus LC Coupe was not on sale, it still managed to generate interest among its potential customers. The deal also included a graphic novel in which the carmaker’s latest models play an integral role. Prior to the film’s premiere, Marvel released a musical tie-in with Black Panther: an album by rapper Kendrick Lamar, who is also responsible for the film's soundtrack. The album took first place on the Billboard 200 album chart the week of its debut, reaching a large audience and enabling people to listen to the music that would also be present in the film. Hence Marvel created synergy between the two media platforms of film and music, generating a larger target audience along with greater promotion reaching wider-spread local and global audiences through the album which was available on audio streaming services such as Spotify. The great success of the album led to more hype and anticipation for the film.
Accompanying these wonderful posters were a short series of trailers and teasers.The teaser for Black Panther came out on the 9th of June 2017 and introduces the audience to the universe of Wakanda in Africa, and gives an idea of the narrative T'Challa trying to be a good king. The teaser trailer has over 41 million view on YouTube as of now. This was released a while before the release of the film to get the audience hyped up and excited for the movie as well as the marketing campaign about the take place. Black Panther's official trailer came out on October 16th 2017, giving the audience about 5 month long wait period for the release of the film. This raised hype and anticipation for the movie and gave the audience a very vague and standard storyline of a hero fighting to save the world against the bad guy who wants to burn it down, virtually giving none of the major plot points away. This strategy led to Black Panther breaking records for selling the most amount of pre-release tickets in Marvel history. The teaser trailer has over 41 million views on YouTube as of now, while official trailer has over 42 million.
Marvel used market segmentation to target underrepresented black movie-goers, approaching a niche target demographic, and consequently also reaching a less directly targeted demographic locally and globally through word of mouth, buzz and controversy. A month prior to its trailer unveiling at Comic-Con, Disney released its first teaser to viewers of the NBA Finals. This was a good decision not only because NBA viewership peaked at 20.1 million in 2017, but also because NBA viewership peaked towards African-American males by 63%. Marvel also made a large effort to interact with its audience through social media platforms such as Twitter, Hasbro to promote a Black Panther toy line, which helped raise children's awareness of the movie. Disney also tapped into another market segment of women of colour by organizing the "Welcome to Wakanda: Fashion for the Black Panther Era" fashion line that coincided with New York Fashion Week. Black Panther adopts a cultural narrative, going beyond the comic book story or plot. It is based on African tradition and history, with influence from various African tribes and cultures to create an incredible myth of a new, futuristic Africa, led by an enlightened ruler. This marketing for this silver-screen epic was more of a cultural movement than an advertising campaign, discussing issues of politics. Moreover, this film was released during Black History Month in the US, which was a well-played marketing strategy, and adding that to the predominantly black cast, director and crew turned this film into a cultural phenomenon and a powerful social movement.
Marvel also organized several Black Panther screenings all around Africa, a place often overlooked by marketers and studios. However, the Black Panther marketing team decided to pay an homage and respect to the basis of this film which is set in Africa with African cultures, traditions and people, reaching out to a global audience.
The film had an incredible grassroots marketing campaign and the passion, anticipation and hype for the film spurred widespread fundraising efforts. Fredrick Joseph, a marketing consultant from New York City created the #BlackPantherChallenge with the aim of raising $10,000 through a GoFundMe page to benefit the Boys and Girls Club of Harlem. The campaign attracted the attention of several other A-list celebs such such as Octavia Spencer and Viola Davis. “The focus is on kids because kids are extremely impressionable,” Joseph said. “With the current landscape that we’re in, culturally and politically, it’s never been more important in the modern era to combat some of these negative entities, especially for kids of color, and young LGBTQ kids, and women.” Marvel encouraged its audience to speak up about the film through this use of hashtags and customized Twitter Emojis for characters like Black Panther, Nakia, Kill Monger, Shuri and Okoye, integrating the fans into the marketing campaign. Marvel then encouraged the fans to tweet the name of their favorite character from the movie: the character's name preceded by a hashtag. The fans were also encouraged to share their favorite song off the Black Panther Album featuring Kendrick Lamar and various other artists. Marvel also promoted a sweepstakes contest to their fans, encouraging their fans to share their favorite Black Panther memory of their personal photo using the hashtag '#Marvel10YearSweepstakes’. Here, Marvel advertised that the fans might get a chance to win a trip to ‘Avengers: Infinity War’ premiere. With these grassroots efforts Marvel generated a big buzz for Black Panther, which in turn upped the film's prospects at the box office in a massive way.
Disney promoted the movie through the Noovie pre-show package from National Cinemedia with clips, behind-the-scenes footage and more exclusive content. And partnered up with Brisk, which offered co-branded packaging and produced a video spot featuring Jordan talking about how opportunities come from putting in the hard work behind-the-scenes, before the finished product is ever seen; even the drink brand Alma ran a sweepstakes. Synchrony Bank ran a co-branded commercial that used the movie’s theme of teamwork to sell its savings accounts. And the large main cast of the movie went on an international press junket tour to talk to fans and give interviews talking about the film. Lexus Black Panther: Soul of a Machine, an ingenious feat of creative marketing combined two seemingly unrelated products in a literary vision unifying them both, creating synergy between the locomotive and the film through cross media convergence, while reaching a larger audience and generating greater buzz about Black Panther. And while the 2018 Lexus LC Coupe was not on sale, it still managed to generate interest among its potential customers. The deal also included a graphic novel in which the carmaker’s latest models play an integral role. Prior to the film’s premiere, Marvel released a musical tie-in with Black Panther: an album by rapper Kendrick Lamar, who is also responsible for the film's soundtrack. The album took first place on the Billboard 200 album chart the week of its debut, reaching a large audience and enabling people to listen to the music that would also be present in the film. Hence Marvel created synergy between the two media platforms of film and music, generating a larger target audience along with greater promotion reaching wider-spread local and global audiences through the album which was available on audio streaming services such as Spotify. The great success of the album led to more hype and anticipation for the film.