Please read the Case Study and answer the questions below

Few superhero movies, or for that matter movies of any kind, have debuted as successfully as the Disney/Marvel Studios Black Panther in 2018; the first such superhero movie to feature a nearly all-black cast. Not only did the movie collect $1 billion in the first month, including opening to a record-shattering $242 million box office (bested only by the 2015 blockbuster Star Wars: The Force Awakens), but it also became a cultural phenomenon, drawing the most diverse North American audience ever for a superhero film. Black Panthers success was also a tribute to the kind of savvy integrated marketing that was unknown when the first movie super-hero took flightliterally!in 1978 (Figure 16-11). Impeccable Targeting, Timing Black Panthers marketing campaign aimed from the outset to serve discrete audiences with specific communications tactics. Among the most important targets were superhero fans, Marvel Comics fans (where Black Panther was featured), and empowered women and black moviegoers in particular. Marvels marketing to the black community was particularly effective. Mountains of re-publicity focused on the uniqueness of the storys hero, whose real name was TChalla, who became king and protector of his people in the technologically advanced African country of Wakanda. TChalla, aka Black Panther, was not only strong and powerful but wise, having received a doctoral degree in physics from prestigious Oxford University.

The combination of uniqueness and pride in the movies pro-tagonist made most people forget that Black Panther was actu-ally Marvels second black movie superhero; 20 years earlier in 1998, Wesley Snipes as Blade was really Marvels inaugural black superhero. In terms of timing, the movie makers meticulously built up enthusiasm over a period of years, until reaching the fever pitch public opening in January 2018. First came the announcement in 2016 that the acclaimed black director Ryan Coogler had signed on to direct the black superhero movie. Months later, a star-studded African American cast was rolled out, including such significant names as Chadwick Boseman, Michael B. Jordan, Lupita Nyongo, Angela Basset, and Forest Whitaker. In January 2017, principal photography was announced to have begun for the epic film. In June 2017, Disney aired a teaser for Black Panther on its ABC Network during the NBA Finals. That teaser generated 89 million views in its first 24 hours. Finally, in July 2017, the Black Panther movie trailer was released to immense fanfare at Comic-Con International, the annual San Diego celebration that draws thousands of movie and comic fans as well as the international press. Little wonder that Black Panther easily out-socialed every other film, attracting 43 million social media actions on Instagram, Twitter, Facebook in its first week alone (Figure 16-12). Super-Serving Black Movie Goers The key to the Disney-Marvel integrated marketing approach was building anticipation and support of the movie within the black com-munity, not only in the United States, but also around the world. Here, the initiative served as a multi-dimensional model for other studios and other businesses in winning credibility with a specific target market. The effort included: Celebrating a heritage. From the outset, Black Panther was marketed to mobilize a black grassroots movement unlike any other movie in history. The film was released during Black History Month. Black Panthers TChalla name is shared with the Black Panther political party of the 1970s. And the movies 2018 release date dovetailed with the rise of the Black Lives Matter movement across the United States, as well as with the growing movement in Hollywood to more liberally open the entertainment business to minorities. Supporting the community. Community relations also weighed heavily on the Black Panther marketing initiative. Crowdfunding efforts sprang up to ensure that black children were exposed to the prideful film. The GoFundMe page for the Boys & Girls Club of Harlem, for example, read, This representation is truly fundamental for young people, especially those who are often underserved, unprivileged, and marginalized both nationally and globally. Celebrities like Ellen DeGeneres donated to the cause, and Disney also supported raising money for kids to see

he movie by helping with screenings for community groups. And its stable of actors, including Brie Larson and Oprah Winfrey, toured as ambassadors for Black Panther. Sponsoring a cultural phenomenon. From the outset, the movie makers sought to create a larger-than-life mystique for their film. Important in that effort was sponsoring community events in major cities to discuss the cultural significance of Black Panther. Typical was the session held at Harlems iconic Apollo Theater at which award-winning black author Ta-Nehisi Coates interviewed the lead actors and proclaimed Black Panther, Star Wars for black people. Such events helped build blockbuster buzz for the superhero movie. Seeking strategic tie-ins. Strategic tie-ins also played an instrumental part in the movies success. Most significant was a tie-in with rapper Kendrick Lamar, whose Black Panther: The Album debuted at No. 1 on the Billboard 200 album chart. In addition, the movie was extensively promoted in ads during major sport-ing events that traditionally attract substantial African American audiences. Black Panther drew the most diverse North American audience ever for a superhero film. African Americans made up the largest share of the audience, or 37%, followed by Caucasians (35%), Hispanics (18%), Asians (5%), and Native American/Other (5%), according to comScore. Generally, black consumers make up around 15% of the audience for such fare. Black Panther is yet another vic-tory for Marvels and Disneys unrivaled superhero universe. Overseas, Disney made sure to include Africa, a continent often overlooked by Hollywood. Premieres in South Africa and screen-ings in nations like Kenya and Nigeria helped the movie gross nearly $200 million in international markets. Indeed, by the spring of 2018, most global moviegoers were well aware of the power and prominence of Black Panther. Empowering Women Black Panthers subtle nod to the power of the worlds women was another marketing gesture that paid off handsomely. In the midst of the #MeToo movement, Black Panthers market-ers emphasized the films strong women characters, depicting the women of Wakanda as savvy warriors, conscious of their power and savvy in how to use it. The films all-female protection squad is the apex of security. And the nations most dangerous missions are undertaken by women. The films feminist heroines are smart, strong, indepen-dent thinkers, the very model of a 21st century empowered woman (Figure 16-13). And just to make sure that message was delivered, Disney organized a Welcome to Wakanda: Fashion FIGURE 16-13 . . . this! Photo: MARVEL STUDIOS/WALT DISNEY PICTURES/Album/ Newscom for the Black Panther Era fashion show during 2018 New York Fashion Week. In every respect, then, from grassroots marketing to social media marketing, from target marketing to empowering minori-ties, Black Panther was the undisputed integrated marketing movie king.

Questions 16.11. What was the going-in public relations objective of Black Panther and how was it realized?

16.12. Were there any bases uncovered by the films integrated marketing strategy?

16.13. How would you market the Black Panther II sequel? How would you change, augment, or modify the strategy used in the first film?