INTRODUCTION
The Movie Black Panther was produced in 2018 during the winter making it the 17th movie in the Marvel Cinematic Universe and the highest grossing movie franchise in decades (Beer, 2018). The movie director is Ryan Coogler and it depicted the story of African Kingdom of Wakanda which protected its people against the European colonization and attained a technological advancement through the adoption of a mineral referred to as Vibranium (Eckhardt, 2018). Furthermore, the stories depicted in the movie draw a global attention from viewers which made it enormously successfully (Beck, 2018). This work analysis the marketing strategy adopted for the producers and markers of the Black Panther 2. In addition, the work seeks to examine the target audience for the movie as this is essential for the success and distribution of the movies. Finally, the work will review some related literature on various marketing strategies adopted to promote movies and identify a gap in studying films made for Black audiences is apparent.
TARGET AUDIENCE
The term target audience or market referred to the people or consumers that a product is targeted at and it implies the segment of the market manufacturer or in this case the producers of Black Panther 2 Movie targets (Ingram, 2018). Owing to cultural differences and taste of individuals, there is need to identify the target market before adopting any marketing mix or strategy (Huang, Oppewal, & Mavondo, 2013). Furthermore, target audience helps the marketer to integrate all components of the marketing activities towards a single group, thus maximizing the appeal brands to particular set of people (Gbadamosi, 2015).
Black Panther takes into cognizance the rise of multicultural globalization influenced by various individuals that represent an essential spending power. The Black Panther established action movie tropes to a new market demographic (Wise, 2018). The movie targeted firstly the black race all over the world with steadfast support and rally for Black Panther demonstrated that this target audience will support a movie that illustrated the right aspect of black history during colonization. The Black Panther suits this group of customer segments (Mendelson, 2018). Finally, the target audience of Black Panther was focused on good movie lovers based on research carried out online on individual profiles that show their kind of movies and in addition, those who love history and how colonization played out in some part of Africa. All genders were targeted and from age range of 13 and above which makes it broad and huge market for the movie.
MARKETING CAMPAIGN ADOPTED BY BLACK PANTHER II
The marketing company of Black Panther 2 is the Disney which deployed a 360 degree customer experience to marketing the movie such as anywhere you look, you see Black Panther. This marketing strategy encompasses eight embedded marketing communication factors influenced movie ticket purchases for the Black Panther movie (Peñaloza, 2018). In addition, Disney adopted Cross Cultural marketing strategy which involved various media and platforms to raise the profile of the movie (Lang, & Lopez, 2018). Furthermore, Disney adopted digital marketing such as social media platform, website traffic generation and Search Engine Optimization (SEO).
