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Black Panther: Industry and audience - Coggle Diagram
Black Panther: Industry and audience
Industry facts
Marvel studios, a subsidiary of conglomerate, Walt Disney studios, produced the film
Directed by Ryan Coogler and released in Feb 2018
17th film in the 'Marvel Cinematic Universe'
It had a budget of 200 million, it made 242 million in the opening weekend and 1.3 billion overall (highest grossing film franchise in history)
Black Panther was fully owned by Marvel which was bought by Disney who agreed to minimal creative influence over Marvel products
In 2013 Marvel signed a contract with Netflix - may have caused conflict with Disney and in 2019 Netflix cancelled their Marvel shows
One of the only superhero films to be nominated for 'Best Picture' Academy award
Won 3 Oscars for Costume, Production design and original soundtrack
Fictional African kingdom of Wakanda achieved through technological superiority through mineral vibranium
T'Challa fights foes who oppose him becoming king after his father's death
Black Panther is low money risk due to their pre-sold audience, global conglomerate, famous actors, popular genre, detailed marketing campaign
Teaser trailer released in June 2017 by ABC during NBA finals
Just before release it was the most tweeted about film of 2018 with 5m tweets
Became the most tweeted about film ever with 35m tweets
Target audience: African American community, Marvel fans (pre-sold audiences), sci-fi and superhero fans
Industry marketing & regulation
Marketing was a 360-degree consumer experience - wanted it to be politically resonant
Hasbro toys
Lexus LC 500 collab shown at superbowl
Kendrick Lamar's song 'All the Stars' who performed at the halftime show
Teaser trailer shown between NBA games
Crowdfunding project to buy underprivileged kids tickets to see the film
Released during Black history month
'Welcome to Wakanda' catwalk show at NYC fashion week
Preview posters and trailers
Hasbro action figures and toys were tied to the film - targeted children and family - friendly audience
Appeals to super fans who are interested in collectible items
Posters showed different characters to appeal to all types of audiences
Martin Freeman and Andy Serkis were in LOTR/The Hobbit (popular among fantasy fans)
Michael B Jordan was in Creed and Chadwick Boseman was known for Outstanding acting
The trailer was shown at the Super Bowl (one of the biggest sporting events globally with millions watching)
Teaser trailer released in June 2017 by Disney's sister channel ABC, during NBA Finals
Within 24 hours it had been viewed 89 million times on Youtube
The soundtrack featured Kendrick Lamar, SZA, Khalid, Travis Scott, The Weeknd promoting black artists as well as actors
Positive reps around black people, film appears diverse
Targets fans of these artists too
The snapchat filter targets young people as it is a social media platform known for its filters
The Lexus collab released two limited edition black panther themed cars - relates to futuristic themes of Wakanda plus the super fans of Marvel allow them to partner with expensive products like cars
Targets a male audience interested in tech and status
It was the most tweeted about film of the year
Youtube used an effective global marketing technique which allowed audiences to like, comment and share the trailer
A live Q&A was done on Twitter - built excitement and people got involved
Fashion week created clothing inspired by Black Panther and life in Wakanda as a woman
Gold represented strength and colour to represent diversity
May target a niche female and upper class audience
Crowdfunding shows the film was not just made for profit (challenge Hesmondhalgh)
Called the black panther challenge and was an official marketing campaign
BBFC regulates films in the UK but councils can overrule BBFC decisions and rate films differently (England rated 18 by BBFC but 15 by council)
Was rated 12A
Only includes fantastical violence
Context
Cultural context: Sci-fi and superhero genre has been dominated by white males (non-whites are often sidekicks)
2016 oscarsowhite meme drew attention to lack of diversity
Western news reps Africa as under-privileged and developing, dangerous and barbaric (Blood Diamond and Captain Phillips)
It is afrofuturist - genre that centres Black history and culture incorporating sci-fi, tech, and futuristic elements
Black Panther imagines a futuristic and alternative uncolonised Africa providing audiences with positive portrayals of Africa beyond stereotypes of warfare, violence and disease
Economic and political context: Obama created initiatives to help minority and women's groups (healthcare, college and entrepreneurship)
Trump vowed to revers this and refused to condemn racist attacks
Blacklivesmatter utilised social media to raise awareness on the issue that is often ignored by mainstream media
Historical context: 15th-20th century - Europe colonised African countries and exploited them for resources and slavery
20th century - African Americans established a new black cultural identity with movements such as Harlem Renaissance
BPP - political activist group established to prevent police brutality
Mainstream media tends to ignore black and female issues due to systematic sexism and racism
The movie came out at a tie where social issues like racism were majorly challenged - film was an attempt by Disney to change their reputation for representing ethnic minorities poorly in films
Appealed to ethnic minorities because they felt recognised as black actors were given credit and it was directed by a young black man
Theorists
Curran and Seaton: BP is an example of tokenism which connotes to BP being diverse because marvel wanted to make money so took a risk by targeting a gap in the film market (diverse cast)
Diverse patterns of ownership often produce diverse films - challenged by BP because they are diverse and is made by a large company (could be argued it uses safe similar marvel formula)
Hesmondhalgh: Maximise profit and minimise risk as Marvel has a large fanbase
May be taking risks by using a full African American cast, afrofuturism could be seen as a commercial risk esp outside USA and Africs
Film was released as part of a synergy (fashion, music, cars)
Livingstone and Lunt: Powerful companies can avoid regulation - BP has a lot of violence and is rated a 12A
Could have been influences by Disney because they want as many people as possible to watch it - may have influenced the rating