Case Study : Black Panther

Case study

Black Panther production and marketing

 

Marvel studios, formerly known as Marvel Films , is one of the most popular production companies in the US. Marvel Studios is a subsidiary of Walt Disney studios. The studios have decided to be the production company for Black Panther, another one of its motion pictures. This is not a surprise as marvel studios have a history of dedicating themselves to the production of films which involve marvel characters e.g. Spiderman, Batman Hulk. Having made film such as The Avengers, Spiderman Homecoming, Captain America: Civil War, marvel studios have now decided to produce a film involving another well-known marvel character, Black Panther. Black Panther was added to the marvel comic’s film slate in July 1997. In 2005 the CEO of Marvel studios decided that black panther would be released as a part of the ten marvel films , and distributed by paramount pictures. In 2007 , he claimed that he is on the lookout for a director for the film. In 2009, marvel was known to be looking for writers for the film. Many dates and plans were made for the making of this film. There were many controversies as directors, actors and producers were committed to other projects e.g. Creed Fast and Furious 8, Captain America : Civil War. However, in 2015 director Ran Coogler had decided to direct the film  and announced that it would release in February 2018.

A fascinating thing about the cast of Black Panther is that the cast is predominantly African-American. This fulfils what director Coogler said about the Black Panther being the first Marvel Studios production to feature a "primarily African-American cast”. As the leading actor, and protagonist we have Chadwick Boseman , who is well known for his roles in films such as Captain America: Civil war , Gods Of Egypt and 42.  Boseman is seen playing the character of a warrior king, T’challa , who protects his kingdom against enemies as black panther. As the antagonist we have Michael Gordon playing the role of Erik kill monger Stevens. The actor who has starred in films like Creed and fantastic four will be seen as a villain, whose goal is to overthrow Black Panther and rule the kingdom. Coming to the leading ladies of the Black Panther we see Lupita Nyongo’o , an Oscar winning actress seen in 12 years a slave and Star Wars films. Playing the character of Nakia , the bodyguard and protector of T’challa / Black Panther , we see this wonderful actress in an overall positive role. Except, these three leading people in the cast there are many other well-known actors in the cast. These include Danai Gurira, Forest Whitaker and Angela Basit. After having a look at these actors, could be said that Black Panther has a star cast.

The initial step the Black Panther team took in order to market their film , was releasing a teaser poster during the NBA finals in 2017. This was done to make the audience ready for the teaser trailer which released a little later in the same year. Audience were a little disappointed with the poster , feeling that it was poorly photo shopped. However , the trailer received a brilliant response from audience and critics. Marvel studios then began to release a series of trailers on YouTube which attracted more than a million views each. There was a twitter and Facebook account made by the team named @blackpanther. This was done to keep followers and fans updated with any news on the film. The Facebook page alone has gathered more than 480,000 followers and likes. The Black Panther twitter page has also received more than half a million followers! Both pages show the team and cast of Black Panther going to various events together in order to promote their film e.g. The black carpet fan event in Seoul recently. The cast of the film have also played an active role in the marketing of the film. They have constantly been posting videos of behind the scenes of Black Panther, images of posters and also pictures of any events they attend on their Facebook, Instagram and twitter account. Chadwick Boseman recently posted the front cover of a magazine in which he is seen posing with the  Michael Gordon. The magazine is titled ‘Power of the Panther’.

As with all their superheroes, Marvel had gone to great extent to produce licensed products for the release of its new film Black Panther. A range of products are available for people of all ages, especially children. Products like t-shirts, mugs, toys, water bottles, P.E bags, playsets, action figures are available on nearly all merchandise websites such as Disney stores, Amazon , eBay. On Black Panthers Facebook page the star cast is also seen marketing the products, in particular actions figures of their characters in the film. It can be argued that the film is being heavily advertised and marketed through social media but also through merchandise. This is a beneficial tactic especially to attract children, towards the film, as they are the ones most likely to but these toys.

In terms of brand partners, Marvel, one of the most well-known superhero production brands around the globe has decided to brand and produce the film. However, recently Lexus has teamed up with marvel in order to further market the film. Lexus, a popular luxury vehicle car company decided to produce Black Panther inspired cars! Their partnership will be seen in the film as the automaker's 2018 Lexus LC is being featured in the movie. This approach of marketing does stand out, as it is a first time we see them team up with a prominent car company. Not only this, Lexus has also decided to produce a graphic novel on the character of Black Panther titled Black Panther: Soul Of a machine.

The conglomerate of Marvel is Walt Disney studios motion pictures. One of the most well-known and powerful media conglomerates in the world. Walt Disney studios own some of the most popular subsidiaries; Walt Disney Animation Studios, Pixar Animation Studios and Marvel Studios.  The conglomerate is known for producing films that have been blockbusters at the box-office, often crossing the 1 billion mark.  Recently, films such as Beauty and the beast, the highest grossing movie of 2017 , The  Star wars series and the Toy story series. Being the conglomerate of all these studios who go on to make the most popular films in Hollywood, Walt Disney Studios have a huge budget to offer for their subsidiaries. This means that the marketing, casting, advertising will be done on a grand scale. These factors often lead to the success of a film, and when a huge amount of money is offered to spend on these factors then the film is finished with perfection, as seen In Black Panthers trailers. Hence, the conglomerate plays a huge role in the success of the film. The conglomerate may be the reason behind Black Panthers successful marketing and advertising. Also Walt Disney may also be the reason behind Marvels fortunate option to team up with Lexus to promote the film.