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How Disney Made 'Black Panther' Into A Phenomenon

In releasing the first event superhero pic featuring a nearly all-black cast, Disney’s marketing team leaned in. In addition to heavy ad buys for sports that deliver big African-American audiences, Disney initiatives included a music tie-in led by rapper Kendrick Lamar whose Black Panther: The Album from Interscope Records debuted at No. 1 on the Billboard 200 album chart as well as a stop at New York Fashion Week.

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