Black Panther Context

Black Panther Context

Production and Distribution:
  • Franchise
  • Ownership- Disney is an international conglomerate (multi-industry company)
  • Horizontal Integration- a media company's ownership of several businesses of the same chain
  • Vertical Integration- when a media company owns different businesses in the same chain of product and distribution  
  • Online - Sky and other channels ( also owned by Disney )
  • Cinema - probably also owned by Disney

Marketing

  • The marketing budget was $160 million on top of the $200 million film budget the movie was given
  • They bought out a spot in the 2018 Super bowl commercial which is the most expensive advertising spot to buy out to promote their film  
  • They also marketed it through trailers posters and advertisements with other companies in order to promote the film and subsequent merchandise to go along with it (multi-brand tie-ins).
  • The multi brand tie-ins were with Hasbro and Lexus  
  • 360 advertising (a complex campaign that covers all of the areas of the marketing mix)
  • They made a total of $1.3 billion from commercial receptions of the movie

Marketing - Poster and Trailer:

The poster is very similar to other posters that Marvel Studios use for their movies, and this makes the movie's franchise instantly recognisable to some most audiences without even noticing the company's logo in the main section of the poster. The poster also makes the themes and genres of the movie very obvious, as it shows that the movie is a mixture of superhero and Si-fi which is proven popular with mainstream audiences. The choice to place all the black actors at the top centre of the poster could prove to be different than normal as usually there would be a white character as the main superhero, subverting the usual conventions that some people may associate with superhero and action films in general. The trailers also use these common conventions typical with the genres the movie is trying to portray, enticing a main stream audience into watching the film.

Reception:

  • Commercial reception: how much they make overall (Black Panther made $1.3 Billion)
  • Critical Reception: Won Best Film at the Oscars
  • The film had very good reception both critically and commercially

Historical Contexts:

  • Black Panthers- a freedom and equality protest group that collapsed in the 70's after technically being assassinated or put in jail by police (they were seen as a threat to white America)
  • Afrofuturism- the film was seen to have brought Afrofuturism to the main stream media (brought it into the spotlight)
  • Afrofuturism is a cultural aesthetic, philosophy of science and philosophy of history that explores the developing intersection of African diaspora culture with technology. The term was first coined by Mark Dery in 1993

 

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