'Black Panther': How Disney Marketed a Phenomenon | THR News

00:03:16
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概要

TLDRDisney and Marvel's "Black Panther" broke box office records with a $242 million opening weekend. The film's success was largely due to an innovative marketing strategy that positioned it as more than just a typical superhero movie, featuring a nearly all-black cast. Disney's campaign included a world tour with stops in diverse locations, strategic trailers, and music tie-ins, notably with Kendrick Lamar. Efforts included targeting African audiences and creating cultural buzz, making Black Panther a landmark event that reshaped industry marketing approaches.

収穫

  • 🎥 Black Panther made $242 million in its opening weekend.
  • 📺 Disney used a strategic marketing campaign, debuting the trailer during NBA Finals on ABC.
  • 🌍 The film featured a nearly all-black cast, making it a cultural event.
  • 🎶 Kendrick Lamar's music ties helped promote the movie through a dedicated album.
  • ✈️ A world tour involved major stops, including South Korea, Europe, and Africa.
  • 🏈 A college football halftime show promoted the film to a broad audience on ESPN.
  • 🌍 Disney made efforts to include screenings in Africa, boosting diversity engagement.
  • 🎟️ Advanced ticket sales for Black Panther set near-record numbers.
  • 🌟 Grassroots movements were supported to fund movie screenings for kids.
  • 🎬 Disney's approach is now a case study for successful diverse marketing strategies.

タイムライン

  • 00:00:00 - 00:03:16

    Disney and Marvel's Black Panther grossed a record $242 million on its opening weekend. The marketing campaign began with a trailer during the NBA Finals that amassed 89 million views in 24 hours. Key marketing strategies included collaborations with Kendrick Lamar for a chart-topping album, targeting African-American audiences, and positioning the movie as a cultural event. A world tour and a premiere in South Africa were organized, with screenings in Kenya and Nigeria, contributing to its success beyond expectations. This resulted in one of the most diverse audiences for a superhero film. The campaign also heavily involved college football, with a halftime show performance by Kendrick Lamar and a trailer drop during the national championship, which sold a significant number of advance tickets. Disney supported grassroots movements to enable more kids to see the movie, with various celebrities promoting it. The marketing approach avoided whitewashing and maintained authenticity to the Black Panther storyline, resulting in immense success.

マインドマップ

ビデオQ&A

  • How much did Black Panther make on its opening weekend?

    Black Panther earned $242 million over its opening weekend.

  • What unique marketing tactics did Disney use for Black Panther?

    Disney used a comprehensive marketing campaign including a trailer during the NBA Finals, music tie-ins with Kendrick Lamar, and a broad promotional world tour.

  • How did Disney engage with African audiences for Black Panther?

    Disney staged a premiere in South Africa and coordinated screenings in Kenya and Nigeria to engage African audiences.

  • Who contributed to Black Panther's music promotion?

    Rapper Kendrick Lamar contributed to the music promotion with the Black Panther album from Interscope Records.

  • What was significant about Black Panther's cast?

    The film featured a nearly all-black cast, marking a milestone in superhero movie diversity.

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  • 00:00:02
    Disney and Marvel's history-making black
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    panther pulled in a record 242 million
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    dollars over its opening weekend the
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    stage was set way back during last
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    year's NBA Finals when Disney debuted
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    trailer on sister network ABC that
  • 00:00:16
    teaser generated 89 million views in its
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    first 24 hours besting Star Wars The
  • 00:00:21
    Force awakens and it was the first step
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    at a unique and groundbreaking campaign
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    that led to the film's record-breaking
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    achievement the successes thanks in part
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    to Disney's marketing team going all-out
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    to promote the first event superhero
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    pick featuring a nearly all black cast
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    in addition to heavy advizr sports that
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    deliver big african-american audiences
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    Disney initiatives included a music
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    tie-in led by rapper Kendrick Lamar
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    whose Black Panther at the album from
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    Interscope Records debuted at number one
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    on the Billboard 200 album chart and
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    made a stop at New York Fashion Week the
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    biggest thing that the campaign was
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    really super serving black movie goers
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    while also making it the broadest
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    movie-going events as Disney marketing
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    executive VP asada as who handles Marvel
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    titles this wasn't just for our core
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    Marvel fans we went about making it feel
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    like a cultural event director Ryan
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    Coogler and the film stars including
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    Chubbuck Bozeman Michael B Jordan Lapita
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    Nyong'o and Danai gurira was sent on a
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    major world tour similar to those
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    undertaken for Marvel's Avengers films
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    including stops in South Korea and
  • 00:01:20
    Europe and Disney made sure to include
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    Africa often overlooked by Hollywood
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    studio marketers by staging a premiere
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    in South Africa and helping to
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    coordinate screenings in Kenya and
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    Nigeria the move paid off in ways beyond
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    what even Disney insiders were
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    predicting in addition to opening to a
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    record shattering 240 2.2 million
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    dollars in scoring the second biggest
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    four-day start in history behind force
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    awakens which made 288 point 1 million
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    dollars black panther drew the most
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    diverse north american audience ever for
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    a superhero film other studios now
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    paying close attention to learn from
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    Disney and Marvel success story early to
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    see a panther promoters turn to college
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    football in a major way on January 8 the
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    studio organized the first halftime show
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    during the college football national
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    championship
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    Wellum are performed a new trailer
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    dropped during the game featuring
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    Lamar's and scissors song from the film
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    all the stars the football game carried
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    on
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    new sister network ESPN was watched by
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    twenty eight point four million people
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    becoming one of the most viewed events
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    in cable history the event was also used
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    to sell advance tickets and black
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    panther went on to sell more tickets in
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    advance in nearly any other movie in
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    history Disney also quietly supported a
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    grassroots movement raising money for
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    kids to see the movie by helping the
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    screenings when it could have numerous
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    actors including brie Larson who stars
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    in Marvel's upcoming Captain Marvel join
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    the effort others in the Disney stable
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    also became ambassadors for black
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    panther including Oprah Winfrey star of
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    the studios a wrinkle in time which
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    comes out March 9th and that film's
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    director Ava Duvernay Marvel stayed true
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    to the character and the storyline and
  • 00:02:51
    didn't try to whitewash anything says
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    Erik handler of mkm partners I like that
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    they didn't even think of it as a risky
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    proposition and spent just as much on
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    this film as they have previously so
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    have you seen Black Panther yet have you
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    seen it more than once and what are your
  • 00:03:04
    thoughts on Disney's marketing strategy
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    for the blockbuster let us know in the
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    comments for The Hollywood Reporter news
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    I'm Lindsey Rodriguez
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    [Music]
タグ
  • Black Panther
  • Disney
  • Marvel
  • marketing
  • record-breaking
  • superhero
  • diversity
  • cultural event
  • Kendrick Lamar
  • world tour