How ‘Wakanda Forever’ $100M+ Promo Partner Campaign Fueled A November-Record $181M+ Opening


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.


iven 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.


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