Taken from the Marvel Comic Books, the Black Panther is a movie about a fictional African nation that cloaks its advanced civilization as a form of self-preservation. The king of the nation has superhuman strength thanks to serious sumptuary success. The Black Panther’s trail to bring a bad guy to justice starts some even worse experiences for him and his nation.
1. Great story with POC doesn’t have to be about color
While the Black Panther mentions slavery, colonialism, appropriation, and the art market, they are in support of a great story. Certainly, the many challenges in the history of the African diaspora are worthy of exploring in film, as well as literature and exhibitions. But, people of color are not just the sum of the worst of their history. Black Panther told a great hero story, using all the elements of the character’s history, good and bad. But, this is a really an adventure romp.
In other words, don’t essentialize POC’s experiences in exhibitions or programming. Appeal to the whole people if you want their whole participation.
2. Market for Success
Disney put real money into the marketing, and their investment was returned by being the fifth biggest box office opening domestically.
Museums often split up their marketing with the smallest part going to education programs and diversity programs. And, then people don’t come. If these people are the hardest to get, you probably need to try the hardest to get them into your doors.
3. Synergy Sells
The Black Panther will be in the upcoming Infinity War, apparently. Most Black Panther audiences know this because the ad ran before the movie this weekend. Every person who liked this movie saw that. Some portion might even attend that movie as a result. That said, not every person in the theaters this weekend is a Marvel fan. Many came out to support a Black-led and performed film. But, the synergy is a classic Hollywood trick. Snag extra audiences by pushing products in existing audiences.
Museums often sell hard to a sector of an audience for specific exhibitions, like African-American audiences for an exhibition of Kerry James Marshall or young boys for an exhibition of Dinosaurs. That is good marketing sense. But, most museums can do better about cross-promotion. Look for ways that you might find connections to other parts of your collection. Offer them some connected ways to maintain a relationship with your organization’s collection. The Marshall attendees might love figurative painting. The Dinosaur boys might like whales. To find the best synergies think broadly, don’t essentialize people, and consider doing some evaluations of audiences about other interests.
4. Don’t Shy Away from the Hard Stuff
There is one scene in a museum where a woman (curator, marketing manager?) is standing in a gallery (with coffee!) nearly apoplectic when being accused of cultural piracy/ theft of artifacts. There are many tougher issues about race that are brought up in this movie, though woven into the narrative. I remind you that this is a Disney blockbuster movie being advertised during the Olympics.
Controversial issue and blockbusters don’t need to be in opposition. In fact, if you avoid controversial issues, you might find that you have alienated audiences making for a far-from-successful blockbuster.
5. Celebrate rather than Blind Yourself to Color
Disney worked to create a film within the Marvel universe that worked for the audience, and then made sure people knew what they were getting. It’s right in the name, “Black Panther”. This was not the African-American panther (not to mention he is meant to be from Africa). This story was pretty honest about race, but also matter of fact. From the advertising alone, no one thought that they were going to be seeing one or two black faces. But, at the same time, it was not just about race. You didn’t forget their color but you let the Black Panther, his enemies, his friends, and everyone else in Wakanda be their whole selves.
Museums in general still make the mistake of essentializing people of color, particularly black/ African-American people. Coded language flourishes in museums and museum culture. The word “diversity” in most museums means, not variation as it should, but instead moves to include black people or people of color in the museum ecosystem. This is a terribly bad way to grow audiences. You are basically inviting people in to change your demographic but not changing for them. What happens, then, is that you don’t have true change in museum demographics.
Black Panther showed that people of color will respond to quality entertainment that is more than about race as long as it doesn’t shy away from Race. Also, this was not a sneaky move to create a movie that had an almost all-black cast. This was all-out, right-on Black made and performed.
Museums can learn bringing people in, different people than you have now, requires real effort, real money, and a truthful product. After all, if you aren’t planning to go big, people will just stay home. Don’t believe me, ask the people who didn’t stay home this weekend.