Black Panther’s marketers turned to ?college football in a major way. On Jan. 8, the studio organized the first halftime show during?the College Football National Championship, where Lamar performed. A new trailer dropped during the game, featuring Lamar’s and SZA’s song from the film, “All?the Stars.” Disney also used the stunt to start selling advance tickets.

Disney also quietly supported a grassroots movement raising money for kids to see the movie by helping with screenings when it could. Numerous actors, including Brie Larson, who stars in Marvel’s upcoming Captain Marvel, joined the effort. Others in the Disney stable also became ambassadors for Black Panther, including Oprah Winfrey, star of the studio’s A Wrinkle in Time (March 9), and?that film’s director, Ava DuVernay.

“They promoted Black Panther both broadly like a blockbuster and deeply like a passion project,” says AMC Theatres executive vp and chief content and programming officer Elizabeth Frank.

“We went about making it feel like a cultural event,” says marketing executive vp Asad Ayaz.

Hollywood Reporter’s story on the marketing juggernaut here

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