9/11/23

Vertical integration- where a company has control over different parts of the production process.

Horizontal integration- where a company merges with another company who is doing the same thing as they  to eliminate competition.

Conglomerate- a company which owns lots of different companies in different fields of media eg a company owning a record label and a film studio.

Convergence- the coming together of 2 previously separate industries.

The benefits of convergences is synergy.

Marketing- the process of selling something.

Marketing techniques

• Websites- Range of information about the pre-production and production of the film. Fans will read information from the official website made by Marvel studios.
  
  
  
  
  
  
  
• Social Marketing- Viral marketing, shared quickly from user to user. People would repost reaching a wider audience.(even hate would bring more attention to the franchise. Social media can create a more relatable mode of address( they are on the same level as the audience.

  

  

  
  

  
  
• Traditional marketing- Posters, Teaser posters, Billboards- Black panther didn't really use these.

Other brands paid for their brands to be in the film. Draws attention to the other brands. Fans associate the brand with the character.

This is an example of synergy.

Only 37% of the Black Panther audience was African- American.

Marketing campaign information for Black Panther

Black panther fan art