My young adult daughter waited with great anticipation for this movie. Weeks before it’s opening, it was scheduled in my phone calendar and I had an earful leading up to the opening day.
She was excited. Opening day she was there.
I confess – I am not a big superhero fan although my cousin was a Marvel comic collector. They were untouchable.
February 16th came. She went. She watched. She was totally mesmerized.
She returned a week later.
So, enamored by the movie and its impact, my daughter has used the story for her reporter package radio class assignment.
The Black Panther movie is a box office mega success. In fact, when I went to see it, my preferred time for viewing was sold out.
At first, I was a bit perplexed why my daughter was such a fan – I acknowledge the magnitude of such a movie – black script writers, director, producers, cast members and so on. This is typically not the norm in Hollywood.
Now, I understand.
Black Panther has become a cultural movement with valuable marketing lessons.
By the numbers
- $1 billion dollars in international box office earning, in less than a month
- (US) domestic earnings to date – more than $521 million. Expected to surpass the Dark Night which grossed $535 million stateside.
- The 33rd film to surpass the $1 billion-dollar mark. Disney’s 6th and Marvel Studio’s 5th
- Highest grossing film made by an African American
The Marketing Lessons Learned:
Marketing Lesson #1: Tell Your Own Story. Be Authentic
Hollywood film makers have long held the belief that culturally diverse movies are unprofitable. Not only has this myth been promulgated but it has been held in check for decades.
Black Panther, is black directed and produced – with majority black cast. As we have seen, it has shattered all stereotypes – delivered in the box office, and then some.
Opening weekend ticket sales were largely attributed to a diverse audience:
- 37% African Americans
- 35% Whites
- 18% Hispanics
- 45% of movie goers were women
In an interview with Rolling Stones magazine, the young film director, Ryan Coogler recounts when Marvel came calling, he discussed his idea of making a film that explored the theme of what it meant to be African. He wanted to tell the story of his ancestry. He wanted the film to include people who looked like him and grew up like him.
Needless to say, Marvel was interested.
Therein lies one of the biggest lessons: Tell your own story.
Don’t wait for others to do it for you.
Don’t wait for others to open the door or invite you to the table.
Heck, make your own red door or carve your own wooden table.
Find your own vibranium and manage it for the greater good.
The rest will follow. A billion dollars would be a bonus!
Marketing Lesson #2: Take a chance
I can’t help but wonder if we would be writing, watching or talking about the phenomenal success of Black Panther if Marvel hadn’t said ‘Yes’ to an idea that was revolutionary and a cast that didn’t reflect what Hollywood was use to.
Film director, Ryan Coogler was no Steven Spielberg; he was a young black aspiring filmmaker with only 2 films to his credit – Creed (2015) and Fruitvale Station (2013).
Marvel Studio took a gamble, believed in his vision and as they say – the rest is history.
Take a chance on someone or something – a revolutionary idea that deserves a shot.
It’s our human nature to resist the unknown and cling to the familiar. We fear sailing in the direction of unchartered waters.
We fear taking a chance on Saline because her ideas are too modern; too revolutionary. “We’ve never done it this way before.” “Let’s stick with what’s tried and true.”
Breakthroughs often never come from ‘same ole, same ole’.
They come from: Vision, Boldness and Courage.
Blink and a technology is outdated.
So will our business if we fail to take a chance and take a chance.
Marketing Lesson #3: What We Need, We Already Have
Though the nation of Wakanda is fictional, the symbolism is worth noting. We all possess a Wakanda in us – boldness, courage, strength, resilience and tenacity.
It doesn’t matter who you are, what you do, or your station in life, connecting with something bigger than and beyond who you are, will give you courage to move forward, when it’s most required – in times of crisis and challenge.
And it will come. We already posses the resources we need.
Go boldly.
Marketing Lesson #4: Never Back Down from a Challenge
When King T’Challa was challenged by his cousin Erik Killmonger, he was unflinching in his resolve to defend Wakanda and its people.
His challenger, was equally resolved to dethrone T’Challa and rule Wakanda.
Killmonger wasn’t shy in proclaiming he had lived his entire life for this moment: “I trained, I lied, I killed just to get here”.
The challenge was one of life and death.
King T’Challa didn’t back down knowing the possible outcome. His challenger was just as tough and strong.
Triumph over adversity, very often requires a warrior like toughness to go the distance – especially in business.
Recall how Steve Jobs was ousted from Apple after it’s initial success? Undoubtedly a crushing blow.
The story goes, as revenge, Jobs took over a small project called MacIntosh and the rest is history.
Marketing Lesson #5: Use Technology to Create Quantum Leaps
Wakanda was able to transform itself into the most technologically advanced civilization because of its rich mineral deposits of vibranium. With their superior technology they were able to make quantum leaps in science and medicine.
They established a significant competitive advantage and set in motion tools and technology to create a self-sustaining economy and society.
We live in an era of unprecedented access to ground breaking technology. It’s up to us to adapt and make quantum leaps forward – or not. The choice is entirely ours.
Smart home devices, voice search, artificial intelligence, automation– these are just a few technologies to move us ahead of our competition.
Make sense?
