On February 16, 2018, I, along with a group of eight or nine friends packed ourselves into the only section of the movie theater that we could find to accommodate such a large group to experience the opening of one of the most anticipated superhero films in history. There was something different about this anticipation. This film did not have a lead role played by Mark Wahlberg, Ryan Reynolds, Chris Pratt or any other A-list white male protagonist we’ve become accustomed to make opening night appointments to go see. The film featured a dynamic cast of African American actors and actresses, led by Chadwick Boseman and Michael B. Jordan. Directed not by Michael Bay, Zach Snyder or Joss Whedon, but by a budding black director by the name of Ryan Coogler. This film, created with a $200 million dollar budget, in it’s first two weeks has already made over $400 million domestically and is nearing $1 billion internationally.
Records the film has broken in just it’s first weekend is enough to rethink Hollywood’s approach to filmmaking. Biggest opening for a non-white director in history, biggest February opening in history, biggest weekend for a non-sequel feature in history, and is already the highest grossing film in America to be directed by a black director.
With all of this success, it is hard to believe that non-white male directors have struggled to garner the resources necessary to bring their visions to the big screen. Past thoughts on the subject were that films that didn’t feature a white male protagonist would have a difficult time being successful internationally. This film has already made over $400 million dollars internationally before opening in Japan or China. The widespread myth that it would be a risk for Hollywood studios to provide talented non-white directors with talented predominantly non-white casts has been shattered by Black Panther.
Disney committed unprecedented support behind this film by providing a nine-month long marketing campaign around this film. Spending over $40 million on TV ads alone shows how much Disney executives believed in this film. Easily the most tweeted about film of 2018, the integrated marketing approach that Disney is world-known for has clearly brought consumer engagement to the next level. The moral of the story is that when studios are brave enough to give the reigns to highly talented people of all ethnicities or genders, they will see large dividends pay off for them in the profit margins. It looks to be that this will be more of way of life in Hollywood now then just a fad, thanks to this outstanding cinematic feat.
Wakanda Forever.
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