Global Marketing Strategy Marvel: Black Panther (Wakanda Forever) in Indonesia (2022-2023)

Abstract

Marvel Studios as one of the leading entities in the Hollywood film industry plays an important role in promoting super hero-themed movies to the global market. Marvel's success not only in its production quality and compelling storylines, but also in its effective marketing strategies in building and maintaining its brand popularity in different countries. While various marketing strategies have been implemented and achieved success, there is a research gap regarding an in-depth analysis of the effectiveness of Marvel Studios global marketing strategy for "Black Panther: Wakanda Forever" in Indonesia in 2022-2023. However, existing studies focus more on aspects of marketing communication in general or on other films, as well as on reception analysis and gender representation in films. Therefore, research that specifically analyzes the global marketing strategy of "Black Panther: Wakanda Forever" using IMC (Integrated Marketing Communication) in Indonesia is needed to better understand how the strategy affects local awareness and the success of the movie in the Indonesian market. By using descriptive qualitative research methods with sources such as journals, web, articles and related news. The results showed that Marvel through its movie black panther: Wakanda Forever in 2022 - 2023 has used IMC elements in the marketing strategy of launching the film in Indonesia.