How ‘Wakanda Forever’ $100M+ Promo Partner Campaign Fueled A November-Record $181M+ Opening
15.11.2022 - 03:47
/ deadline.com
The fruits of Disney’s industry-reported $100M+ promotional partner campaign on Black Panther: Wakanda Forever have been yielded, not just in a November U.S./Canada box office opening record of $181.3M and 12.7M admissions but in stoking a diverse range of demographics including Black, Latino/Hispanic and older women to cinemas in droves this past weekend.
The media value for the sequel’s promo-partner lineup, I hear, is double that of the first Black Panther and the same value as last year’s Eternals.
Wakanda Forever pulled in a Black audience of 43% and Latino and Hispanic of 22%, per PostTrak, which combined at 65% is greater than the first 2018 movie’s respective demos, which counted a 58% turnout. Even more amazing is that this time around, women over 25 repped the biggest crowd for Wakanda Forever at 32%, giving the Ryan Coogler-directed sequel its highest audience grade at 97%.
Given the female independence and STEM themes in the MCU title, Disney’s Global Partnership Marketing and Strategy group went after those demos and more head-on with a lineup of best-in class advertisers such as Lexus, Adidas, Target, Procter & Gamble, Mastercard, Mac Cosmetics, the NBA, McDonald’s, Xbox and Sprite Zero; these brands are a mix of returning and frosh partners for the Mouse House.
The anomaly in this promotional partner campaign is the link-up between Lexus and Adidas. Rarely, if ever, have two promo partners teamed for a commercial synced to a major tentpole movie. Traditionally, big merchandise companies have their own individual bespoke messages they want to transmit to consumers laced in the co-branding with a big Marvel movie.
While Lexus had its own separate commercial, directed by Lexus/Marvel spot filmmaker