<P> On October 16, 2017, a full trailer was released . Dave Trumbore for Collider felt it was "a killer trailer . It not only shows off a ton of action sequences, outrageous costume design, and comic book goodies for fans out there, it also brings an unmistakable sense of style that's all Black Panther's own ." Graeme McMillan of The Hollywood Reporter said the message of the trailer was clear: "this isn't like the other Marvel movies, this is something else". BamSmackPow's Brendan Day said the trailer "does everything right", showing "a lot of cool imagery and action scenes without giving us much context or story points" and having unique music choices, featuring "BagBak" by Vince Staples and "The Revolution Will Not Be Televised" by Gil Scott - Heron . Writing for Rolling Stone, Tre Johnson felt the trailer showed T'Challa as "someone with the arrogance of (John) Shaft, the coolness of (Barack) Obama and the hot - headed impulsiveness of Kanye West". He continued, "After decades of trying to nail the modern black superhero, we may finally be getting what we've asked for...Coogler has set out to do something with the modern black superhero that all previous iterations have fallen short of doing: making it respectable, imaginative and powerful . The Afro - punk aesthetic, the unapologetic black swagger, the miniscule appearances from non-black characters--it's an important resetting of a standard of what's possible". A few days later, Marvel Comics published a prelude tie - in comic focusing on one of T'Challa's first missions as the Black Panther around the time of Iron Man . </P> <P> The first College Football Playoff National Championship halftime show was organized by Disney for the 2018 championship game, with Kendrick Lamar performing to promote Black Panther: The Album, to release a new trailer for the film, and to begin selling tickets for the film's opening weekend . Marvel again partnered with Lexus to create a commercial for Super Bowl LII . Promoting the 2018 Lexus LS 500 F Sport, it featured Boseman and Wright reprising their roles . The commercial was released on January 25, 2018, ahead of its airing during the Super Bowl . According to RelishMix, the Lexus commercial had 4.3 million views on social media after it aired in the Super Bowl . Marvel also partnered with British shoe manufacturer Clarks to create a variant of their Originals' Trigenic Evo shoe, inspired by the film . By February 12, 2018, Black Panther had amassed more than 5 million tweets on Twitter globally, becoming the most tweeted about film of 2018, after being a top film in 2017 as well . Twitter also launched a custom emoji for the film, that appears when the hashtag #BlackPanther is used . During New York Fashion Week at Industria Studios in lower Manhattan, designers Cushnie et Ochs, Ikiré Jones, Tome, Sophie Theallet, Fear of God, Chromat, and LaQuan Smith created custom pieces that were inspired by the film for an event titled "Welcome to Wakanda: Fashion for the Black Panther Era". Nick Barose applied makeup for the event, while Rodney Cutler styled hair . By mid-March 2018, the film became the most - tweeted about film of all time on Twitter, with 35 million tweets . Twitter noted the most used Black Panther - related hashtags were #BlackPanther, #WakandaForever, and #Wakanda, with the most discussed characters Black Panther, Killmonger, and Shuri . Additionally, the most - retweeted tweets about the film were Lamar's reveal of the soundtrack tracklist he curated, a video of kids trying to buy tickets using a Vincent Adultman - style trench coat disguise, and former First Lady Michelle Obama's praise for the film . </P> <P> Other marketing partners included PepsiCo and Unilever, which launched an arts program in urban areas to provide an opportunity for young people interested in film to be mentored by established artists . Brisk created an interactive Black Panther installation at the 2018 NBA All - Star Game weekend, which showcased nine Brisk labels created by emerging artists to promote the Creators Class program . These labels debuted on all Brisk packaging nationwide in late February . Lancôme highlighted a line of makeup that Lupita Nyong'o and Letitia Wright used at the premiere of the film . Synchrony Financial worked with Coogler and Marvel to award the Ghetto Film School Fellows program with a $50,000 grant, with Coogler also visiting the school to speak to the students . </P> <P> Black Panther had the most expansive advertising budget and biggest line of merchandise of any Marvel non-sequel . Deadline Hollywood estimated the marketing budget globally was $140 million . In order to make the film "feel like a cultural event", Asad Ayaz, Executive Vice President of Marketing for Marvel films at Disney, said the marketing campaign was about "super-serving black moviegoers while also making it the broadest moviegoing event". Disney and Marvel also created a "synergy program" with the College Football Playoffs on ESPN, the ABC's television series Black - ish, Grey's Anatomy, Scandal, and How to Get Away With Murder, the Freeform series Grown - ish, and the Bravo franchise The Real Housewives . Marketing in territories outside the United States by Disney was fairly uniform, with a few exceptions . In the Middle East, the focus was kept on Black Panther, rather than Boseman out of costume, as superhero films "just keep working" in the territory, according to Gianluca Chakra, Managing Partner of major regional Middle East distributor Front Row . For Asian territories, they also focused on Black Panther as well as the action in the film, a strong selling point for audiences there . A Wakanda exhibit was featured in malls in seven cities in China, along with displays showing Black Panther next to other established MCU characters . A special trailer was also created for the Chinese audience, with Boseman introducing himself and the character's connection to the other MCU films . Weibo attended the Los Angeles premiere of the film to take pictures and videos with the cast and crew in real time for China, the first time the company has partnered with a foreign studio for this type of engagement . </P>

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