#16: "Black Panther", targeted marketing, and my film

Black Panther's official poster in China and whether if Chinese audience is against 'black lead' movies.

    The official poster of Black Panther in China is very different from its version in the USA. Chadwick Boseman was shown with a mask over his face, making it hard to tell if he’s black. As there are often concerns for 'black movies' in China, some claimed that it was a form of targeted marketing from Disney in an attempt to reach for further audiences in this big market. The suspicion is not unfounded, it have been done once by Disney with "Star Wars: The Force Awakens", when the black character played by John Boyega is designed to be smaller for the poster used in China mainland. Yet I think this opinion of Chinese audiences, from Disney and possibly most Westerners, is an inaccurate stereotype.

    Overall, Black Panther was a huge success, both professionally and financially (Obviously, as grossing over $1 billion at the global box office). On IMDB the score for "Black Panther" is 7.8 and on Metacritic, it's 88.

    In Douban, however, where often considered a Chinese version of IMDB, Black Panther only earn a score of 6.5.

Pretty low, isn't it?

Is the low score was a result of resentment toward black actors from China audience?  I don't think so. I find some other 'black-lead' films, like Moonlight and 12 Years A Slave still receive high ratings in Douban. 

    I think Chinese audiences are evidently more open to multi-ethenic films than the world often claimed them to be. Pixar's Coco, for example, was undeniably a big hit in the Chinese market, even though the movie's plot revolved around a Mexican setting and featured mostly Latin American voice casts. Or Aamir Khan - an Indian actor - is a "box office king" in this massive nation thanks to a string of successful films such as Dangal and Secret Superstar (both of the films were highly praised by Chinese audiences.).

     In my view, the factor contributing to that 6.5 is just related to the Chinese audience' taste. Many Chinese audiences claimed the film to be 'too dark' and was an unpleasant experience for their eyes.  Others, including me, just simply feel it's not good enough.  More than that, when talking about Black Panther again comes from its relation to specific social issues, rather than the content of the work itself and then look at China history when its first opened to the world in about  1980. Most of its population doesn't really have that concept of "racism", and care for it as much in comparison to countries that were involved in the long history of slavery. Hence, for some Chinese people,  'Black Panther' is also stuffed with too much political ideology.

The look of my film poster and how it relates to my target audience.

(The poster is based on my own idea, yet created by multiple existing online materials)

    The poster's background consists of vivid colour blocks, characterized by bold, simple lines - in the style of Pop Art. This all created a very vibrant look, making it appeal to the young audience. An image of a teenager is enlarged at the centre of the poster giving a clue about whose life the film would revolve around - which also can serve as an interest booster for the young. 
The background overall, however, is in extreme contrast to the protagonist at the centre of the poster with a black-white monochrome colour effect. It is because I want the audience to kind of guess what they would expect in the film. With the character's stern look, unhappy face and of course, the monochrome colour, it can seem more tempting for specific audiences as well.

Fun Fact: My reason for incorporating Pop Art

    Apart from artistic reasons, the use of Pop Art offers a deeper meaning to it as I felt a link between this bold art style with young people. Pop Art is a new voice of art, was different and in contrariety with traditional art. It somehow symbolised the youth - the generation that embraces individualism, those who don't live by rules as their predecessors, they are more independent and decisive.