Due to its largely African American cast, many are excited for black representation in film- especially as leads in a hero action movie. Due to this factor, Black Panther has mobilized an unprecedented amount of grassroots marketing. Communities came together in events to discuss the movie and celebrate the new representation. One woman interviewed by Variety pointed to her son when asked why the movie was so important. The fact that this movie will provide a role model African Americans young and old can identify with has excited people to promote the movie within in their own communities. The groups even collected donations to send 400 kids with the Boys and Girls Club of Harlem, NY to watch the movie.
The middle image shows a community gathering to celebrate the movie's release. On the right is a portion of the children who raised money to secure movie tickets.
Marvel Comics also ran a new line of Black Panther comics to help build the audience for the movie.
The movie has had multiple TV slots, including partnered advertising with Lexus and a spot in the Super Bowl. The studio released Kendrick Lamar's original soundtrack for the movie to increase the hype. Multiple short length ads on social media platforms like Twitter and Facebook with promotional interviews with the actors and playful banter.
Things to take away:
Marvel gained a lot of traction with communities thanks to the diversity and representation in its film- which gave it a strong grassroots campaign.
An original soundtrack is a nice feature for fans and can increase the release hype for the film.
By releasing multiple short ads with the actors and showing a charismatic, personable side of them makes the more relatable.
