How Disney’s "Black Panther" proved the power of cross-platform marketing

The Walt Disney Co., the entertainment giant, built a hugely successful cross-platform marketing campaign in support of "Black Panther", a pioneering superhero movie.

As the awards season has clicked through the Golden Globes, the Critics’ Choice Film & TV Awards, and the Screen Actors Guild Awards, the annual ramp up to the Academy Awards already has identified the winners from the 2018 season of film.

One clear across-the-board honoree has been “Black Panther”, a work that has been acknowledged not just for its brilliance in traditional judging categories but for Disney’s choice to use mainstream, big-screen tools to tell the story of a superhero … and to tell that tale with an almost entirely black cast.

The success of that initiative – and...

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