By The Numbers: “Black Panther”‘s Audience Breakdown

Shuri (Letitia Wright) in 'Black Panther, 2018 (ESPN FiveThirtyEight)

Shuri (Letitia Wright) in ‘Black Panther, 2018 (ESPN FiveThirtyEight)

As you no doubt have heard by now (and if you haven’t, where are you?!), “Black Panther” is breaking records left and right: It has the second-highest box office gross in its first four days, and is the highest-grossing movie to open over President’s Day weekend (among other records).

One thing that’s happened with the release of the movie is that the audience makeup is slightly different than the usual. Here’s the breakdown!

First, let’s look at race:

Typical Superhero Movie (2016 Average):

  • African-American: 15%
  • Caucasian: 52%
  • Hispanic: 21%

“Black Panther:”

  • African-American: 37%
  • Caucasian: 35%
  • Hispanic: 18%

For those of you who need a visual:

'Black Panther' Audience Make-Up by Demographic (Quartz)

‘Black Panther’ Audience Make-Up by Demographic (Quartz)

Check that out!! The percentage of African-Americans seeing “Blank Panther” was more than double that of the average superhero movie.

The Typical Superhero numbers were pulled from a Motion Picture Association of America (MPAA) Theatrical Market Statistics report from 2016. “Black Panther” numbers came from audience tracking platform comScore.

Gender:

Typical Superhero Movie’s Opening Weekend:

  • Male: 60-65%
  • Female: 35-40%

“Black Panther” Opening Weekend:

  • Male: 55%
  • Female: 45%

This is big too! More women wanted to see “Black Panther” on opening weekend than the usual superhero fare. One explanation is that the movie positions many strong, dynamic female characters front and center: Nakia (Lupita Nyong’o), Shuri (Letitia Wright) and Okoye (Danai Gurira).

There you have it, folks: Hard data on the fact that representation matters in media. If you represent inclusivity in your movie, you’ll give a more inclusive audience. And that will translate to bigger bank.

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#ThrowbackThursday: “The Fate of the Furious,” 2017

'The Fate of the Furious,' 2017 (Junkee)

‘The Fate of the Furious,’ 2017 (Junkee)

“Black Panther” smashed many records within its first week of opening. One of the records it broke was the biggest opening for an African-American director. Ryan Coogler now holds that crown.

The previous record holder was F. Gary Gray, who directed “The Fate of the Furious.” The movie made $98M last year. Gray has also directed the films “Set It Off” (1996), “A Man Apart” (2003) and “Straight Outta Compton” (2015) and music videos for TLC (“Waterfalls” in 1995) and OutKast (“Ms. Jackson” in 2000).

“Black Panther” Has the Biggest President’s Day Box Office with $40.2M

Chadwick Boseman in 'Black Panther' (Marvel Cinematic Universe Wiki)

Chadwick Boseman in ‘Black Panther’ (Marvel Cinematic Universe Wiki)

The highly-anticipated Marvel movie “Black Panther” opened last Thursday night, and has already broken records.

“Black Panther” made $40.2M on President’s Day, making it the biggest Monday ever. The record was previously held by “Star Wars: The Force Awakens” in 2016, which made $40.1M.

“Black Panther” also made the second-most amount of money in its first four days of opening with $241.6M. The movie now holds the record for the biggest President’s Day weekend opening, “Deadpool” was the previous recordholder, making $152M in 2016.┬áThe only movie that made more within its first four days was (you guessed it) “The Force Awakens, which made $288.1M.

Among movie theater chain AMC, the movie became the highest-grossing title in the chain’s history for 80 theaters, which accounts for over 10% of the chain’s theaters. The movie opened in 661 theaters.

Worldwide, “Black Panther” made $426.6M. The movie has yet to open in China, Japan and Russia.

 

“Black Panther” Sets Fandango Record for Marvel Pre-Sales

Chadwick Boseman in 'Black Panther' (Marvel Cinematic Universe Wiki)

Chadwick Boseman in ‘Black Panther’ (Marvel Cinematic Universe Wiki)

Seriously, who *isn’t* eagerly awaiting “Black Panther” to drop?! If you know anyone that’s not, tell them to get right!!

The latest proof comes from ticket website Fandango, which opened ticket sales to the latest entry to Marvel Cinematic Universe (MCU) a week ago. Twenty-four hours later, “Black Panther” had set a new record for advance ticket pre-sales for a Marvel movie. Sadly, no numbers were given to back up this claim (because you know I’d love to see them!).

The film is clearly benefitting from broader awareness: Sales began after a national TV spot aired during the College Football Playoff National Championship. A recent Fandango survey of 8K moviegoers revealed that “Black Panther” is the second-most anticipated film of the year. It ranks below another MCU entry “Avengers: Infinity War.” Many of the “Black Panther” characters will appear in “Infinity War.” Titular star Chadwick Boseman was also voted the “most anticipated comic book hero in a standalone movie.”

This pre-sale record may or may not indicate how well “Black Panther” will do when it opens next month. According to entertainment industry trade “Deadline,” estimates not affiliated with the movie are predicting an opening weekend take of $80-85M, and maybe scaling up to $100M. But then “Captain America: Civil War” (the previous Fandango pre-sales record holder for the MCU) made $179M in its opening weekend, and went out to gross $1.15B (!) around the world.

“Black Panther” opens on Feb. 16, 2018, and stars Chadwick Boseman, Lupita Nyong’o, and Angela Bassett.