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Working together with another company or a different part of the same company to achieve something that benefits all involved.

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SCI-FI and superhero genres are usually dominated by white, male characters. In the 1990s, actors like Will Smith and Wesley Snipes did break ground playing black characters, but recent action films and especially superhero films have rarely featured African-American actors in lead roles.

For the last 15 years, MCU have topped the box office. These regularly featured non-white ‘side-kick’ characters(e.g. The Falcon in the Captain America films).

There have also been very few superhero films with a female lead (Wonder Woman and Captain Marvel being exceptions).

Black cinema has traditionally consisted of issues-based social realism (e.g. the films of Spike Lee) or have been ‘arthouse’/’prestige’ pictures (e.g. Moonlight, 2016). Blade (1998) is one of the few superhero films to have a black main character.

In 2016, the #oscarssowhite meme drew attention to the lack of diversity in the films nominated. • US/European news media tends to portray Africa as an under-privileged, developing country, focusing on civil wars, famine and terrorism. The Victorian branding of Africa as ‘the Dark Continent’ has not evolved very far. Very few feature films from Africa reach the Western mainstream, and films like Blood Diamond (2006) and Captain Phillips (2013), though featuring sympathetic African characters, still portray Africa as a dangerous and barbaric place.

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Black Panther - economic/political context

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Black Panther - economic/political context

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Barack Obama (2009-2017), America’s first African-American president, created many initiatives that aided minority and women’s groups: from universal healthcare, to college and entrepreneurship access funds for the under-privileged.

Donald Trump vowed to reverse many of these, winning support from mostly white, right wing Americans who consider such initiatives unfair. In addition, Trump has insulted other countries (including many in Africa), and refused to condemn violent racist attacks in American cities.

Worrying statistics about the amount of unarmed ‘people of colour’ (POC) shot by US police led to the #blacklivesmatter campaign, which has utilised social media to raise awareness of an issue that has often been ignored by mainstream media.

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It cost $200 million to make before marketing. As estimated $150 million was spent on publicity - $37 million was just on television adverts! Was extremely successful, broke records for the highest opening weekend in the USA, and also performed well globally. The film has grossed well over $1 billion worldwide, with 48% in non-US countries.
•Black Panther is the 17th film in the ‘Marvel Cinematic Universe’, the highest-grossing film franchise in history. It was directed by Ryan Coogler (Creed) and released in February 2018.

•The film shows us the fictional African kingdom of Wakanda, which has avoided European colonisation and achieved a technological superiority through the use of a mineral called Vibranium. T’Challa (Chadwick Boseman) must fight a number of foes who oppose him becoming king after the death of his father.

•produced by Marvel Studios also a subsidiary of the Walt Disney Company.

•The film has grossed well over $1 billion worldwide, with 48% in non-US countries.

•nominated for a ‘Best Picture’ Academy Award. It won three Oscars for Costume, Production Design, and Original Soundtrack.

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I, DANIEL BLAKE  - OFFICIAL UK TRAILER [HD]

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A-Level Media Studies - Black Panther Part 1 - Industries

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Marvel Studios' Black Panther - Official Trailer

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5th-20th century - European powers colonised African countries and exploited the continent for both resources and slave labour. A

Africans were branded ‘savages’ by the European invaders, their cultures dismissed as ‘primitive’

Early 20th century – African Americans attempted to establish a new back cultural identity with movements such as the Harlem Renaissance

1966-1982 – The Black Panther Party was a political activist group established initially to provide armed monitoring of police behaviour and prevent police brutality in the US. It was controversial, with many Panthers being arrested or killed in confrontations with police.

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Afrofuturism is a reimagining of a future abundant with arts, science and technology as seen through  black lens.

The difference between Afrofuturism and ‘regular’ sci-fi is that it mostly leans on ancient African traditions and black identity

A black character in a futuristic piece is simply not enough. To be completely Afrofuturism it should be deeply rooted. Moreover, it should celebrate the uniqueness of the black culture.

Black Panther is a perfect example of Afrofuturism. The movie dons the theme of Afrofuturism unapologetically,

E.g. Shuri is a tech genius. She is the smartest person in Wakanda and is in charge of the development and maintenance of state-of-the-art gadgets that T’Challa uses

Wakanda is a fictional country in Africa. The utopian society is also home to Vibranium, one of the world’s riches mineral. Ancient traditions are still present in Wakanda even though the state is highly developed

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I, Daniel Blake - Social and Political Contexts 

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I, Daniel Blake - Social and Political Contexts 

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I, Daniel Blake addresses contemporary British social issues such as poverty, the welfare system and the Work Capability Assessment. The film portrays a group of traditionally underrepresented characters in Newcastle struggling in poverty to gain benefits and support. I, Daniel Blake conveys a clear left-wing political message and criticises specific government policies.

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•17th MCU movie (highest grossing film franchise in history).

•Directed by Ryan Coogler

•Released in February 2018

Wakanda has avoided European colonisation and achieved a technological superiority through the use of Vibranium. T’Challa (Chadwick Boseman) must fight a number of foes who oppose him becoming king after the death of his father.

Extremely successful movie – broke records for the highest opening weekend in USA. Grossed over $1 billion worldwide, 48% in non-US countries.

Cost $200 million to make. $150 to market.

Nominated for ‘Best Picture’ Academy Award.

Won 3 Oscars for Costume, Production Design, and Original Soundtrack

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A-Level Media - I, Daniel Blake - INDUSTRY

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In addition to being one of the most famous African characters, Chadwick Boseman also holds the record as the first major black superhero from a mainstream comic company. Disney and Marvel strategically released the movie to add to the celebration of black people, but also to stay versatile and avoid criticism.

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Kendrick Lamar was tapped to curate the film’s soundtrack, which included work from Lamar himself and several collaborators.

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An advert was released at the Superbowl including Black Panther and a Lexus. The commercial by music video director Samuel Bayer started with Black Panther clinging to the top of a Lexus LS 500 F Sport coupe as Okoye drove in a tunnel. This promotes both the car and the film to such a vast audience.

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Hasbro created an abundance of toys and figures for younger children and collectors to purchase to represent their love for the movie. Most items are created to be played with, but it also gives older audience members to create a collection for them to keep and take pride in. Hasbro is a well-known manufacturing company and uses adverts and partnerships to share their products.

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The party was started by Bobby Seale and Huey P. Newton and it was active within the United States and fought against police brutality from 1966 to 1982. The main goal of the party was to help black people in America have the same rights and opportunities as everyone else they wanted to do this by taking part in politics and creating programs to help their communities.

How they helped communities:

Giving breakfast to kids

Offering medical care

Legal advice

Education on politics and self-defence

First aid

Housing

Clothing distribution

Drug Rehabilitation

Their image of wearing distinctive clothing, holding guns and protecting their communities left a powerful impression on people and played a big part in the fight of civil rights, they helped shape the way people thought about social justice and activism.

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Fashion show – ‘Welcome to Wakanda’

Marvel Studios hosted a New York Fashion Week event to celebrate “Black Panther” and showcase bespoke designer pieces and capsule collections inspired by the film.

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Lexus and Marvel announced a collab to pair the first ever 2018 Lexus LC with Marvel’s Black Panther. It was the first partnership that Lexus has had with Marvel. People that like the car will recognise it in the film which will bring in new audiences.

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a comprehensive plan that focuses on reaching the target audience from multiple platforms and channels.

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black panther- hesmondhalgh theory link 

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black panther- hesmondhalgh theory link 

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Cultural industries - David Hesmondhalgh The idea that cultural industry companies try to minimise risk and maximise audiences through vertical and horizontal integration, and by formatting their cultural products (e.g. through the use of stars, genres, and serials). The idea that the largest companies or conglomerates now operate across a number of different cultural industries. The idea that the radical potential of the internet has been contained to some extent by its partial incorporation into a large, profit-orientated set of cultural industries.

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Cultural Industries theory by David Hesmondhalgh

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Why is this method a significant form of advertising? This speech was shared via social media, shown in cinemas at the time of the film, featuring prominent figures like Jeremy Corbyn (the then-leader of the Labour Party)

It will reach different target audiences, people who are on social media, who follow Jeremy Corbyn etc.

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'I, DANIEL BLAKE' - WE ARE ALL DANIEL BLAKE

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Is this above the line marketing or below the line marketing? Explain your reasons

Below the line - promoting on social media, newspapers promoting the film

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stickers
promotions
Newspapers
Social Media, but it can also be ATL
more niche and one to one
point of sale
uses less conventional methods of advertising that the specific channels of advertising
low budget

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An advertisement strategy designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level.

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This latest guerrilla marketing incursion by NomadiX used the power of outdoor projections to capture attention and get people talking about the launch of this year’s Palme d’Or winner; "I, Daniel Blake" by Ken Loach.

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trailers
Posters
radio advertising
mass media
print media (ads, newspapers, magazines)
wide spread audience