hw: https://artplusmarketing.com/the-groundbreaking-campaign-behind-black-panther-4896789566b0
https://artplusmarketing.com/the-groundbreaking-campaign-behind-black-panther-4896789566b0
summary of article:
in its first four days, Black Panther raked in $242 million dollars, instantly becoming the top grossing film of the year (2018). currently its earnings are close to a billion dollars.
The unprecedented success of Black Panther is either surprising or unsurprising for different reasons. From the get-go, it was not an ordinary film, and was unlikely to have an ordinary box office run. Bucking the long-standing convention of Caucasian-dominant casts in superhero films, Black Panther is a film created by blacks, starring blacks, marketed by blacks, revolving around a story set in alternate-reality Africa.
But in spite of its central emphasis on attracting black audiences, the film opened to wide attendance: early audiences were 37% African-American, 35% Caucasian and 18% Hispanic. This mass appeal suggests that for Black Panther, the Disney execs behind Marvel have taken the lessons learned from fielding one of the largest media companies in the world and deftly crafted a marketing campaign of unparalleled ingenuity.
Films with an emphasis on diversity have seen mixed success in recent history: while 2017’s Wonder Woman was well-received and attended, 2016’s female-oriented Ghostbusters has largely been viewed as a critical and commercial failure across the board. the superhero genre suggests that studios prefer tried and true formulae over experimentation, especially when first attempts do not pan out. however marvels decision to break the mold was well recieved.
Marvel did not stop short in its efforts to embody the spirit of Black Panther with a diverse cast, but involved diverse creatives at every step of the way.Prior to the film’s premiere, Marvel also released musical tie-in Black Panther: The Album featuring rapper Kendrick Lamar, responsible for the film’s soundtrack. The album took first place on the Billboard 200 album chart the week of its debut, making for a smart decision in and of itself.
rather than waiting for the project to move into production, Marvel started a conversation about the film and its meaning with audiences as early as December 2015, in Empire magazine.By the time that a trailer for the movie was finally unveiled at the 2017 Comic-Con, excitement had reached enough pitch that it was met with a rare and remarkable standing ovation.
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 skews towards African-American males by 63%. however, Children have always constituted an important demographic for Marvel feature films. Disney also noticed a spike in interest from the female demographic under 25; in addition to its African-American cast, Black Panther is noted for its many Women of Colour in strong female roles.
summary of article:
in its first four days, Black Panther raked in $242 million dollars, instantly becoming the top grossing film of the year (2018). currently its earnings are close to a billion dollars.
The unprecedented success of Black Panther is either surprising or unsurprising for different reasons. From the get-go, it was not an ordinary film, and was unlikely to have an ordinary box office run. Bucking the long-standing convention of Caucasian-dominant casts in superhero films, Black Panther is a film created by blacks, starring blacks, marketed by blacks, revolving around a story set in alternate-reality Africa.
But in spite of its central emphasis on attracting black audiences, the film opened to wide attendance: early audiences were 37% African-American, 35% Caucasian and 18% Hispanic. This mass appeal suggests that for Black Panther, the Disney execs behind Marvel have taken the lessons learned from fielding one of the largest media companies in the world and deftly crafted a marketing campaign of unparalleled ingenuity.
Films with an emphasis on diversity have seen mixed success in recent history: while 2017’s Wonder Woman was well-received and attended, 2016’s female-oriented Ghostbusters has largely been viewed as a critical and commercial failure across the board. the superhero genre suggests that studios prefer tried and true formulae over experimentation, especially when first attempts do not pan out. however marvels decision to break the mold was well recieved.
Marvel did not stop short in its efforts to embody the spirit of Black Panther with a diverse cast, but involved diverse creatives at every step of the way.Prior to the film’s premiere, Marvel also released musical tie-in Black Panther: The Album featuring rapper Kendrick Lamar, responsible for the film’s soundtrack. The album took first place on the Billboard 200 album chart the week of its debut, making for a smart decision in and of itself.
rather than waiting for the project to move into production, Marvel started a conversation about the film and its meaning with audiences as early as December 2015, in Empire magazine.By the time that a trailer for the movie was finally unveiled at the 2017 Comic-Con, excitement had reached enough pitch that it was met with a rare and remarkable standing ovation.
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 skews towards African-American males by 63%. however, Children have always constituted an important demographic for Marvel feature films. Disney also noticed a spike in interest from the female demographic under 25; in addition to its African-American cast, Black Panther is noted for its many Women of Colour in strong female roles.
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