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Pearl & Dean celebrates Black Panther launch with post-credits campaign

A photo campaign from Black-led art and cultural organisation, Underexposed Arts was followed by a unique post-credits slot

Georgie Moreton

Assistant Editor, BITE

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Marvel fans will know that even though the credits roll, the feature is nowhere near over. To celebrate the launch of Black Panther and capitalise on the phenomenon of the post-credit scene, Pearl & Dean has teamed up with Black-led art and cultural organisation, Underexposed Arts, for a first-of-its-kind photographic cinema campaign ‘The Next Gen’ collection that is featured in reel post-credit ad reel in selected screens.

The photo campaign features 20 creative and cultural contributors, including Golda Rosheuvel, Queen Charlotte in the hit Netflix show Bridgerton, writer and Booker Prize winner Bernardine Evaristo OBE, entrepreneur and Founder of SB.TV, the late Jamal Edwards MBE and actors Sheila Atim MBE and Aml Ameen. 

The campaign runs for two weeks at selected cinemas, displaying beautifully shot portraits of celebrated black British and Dual Heritage African/Caribbean creatives. Shot by photographer and visual artist Franklyn Rodgers, each portrait is accompanied by a quote from the participant designed to share wisdom, and encourage and inspire viewers. 

For the campaign Pearl & Dean has donated the unique ad spot at the end of the screening to capture the attention of the engaged audience that waits for the ‘easter egg’ content at the end of every Marvel film. 

Where pre-film ads are said to reach approximately 91% of film goers, the post-ad reel also reached nearly two-thirds (63%) of cinema goers who remained in their seats and engaged even after the picture was over. The stats showcase how cinema advertising can maintain a high level of effectiveness particularly when bespoke content is created for the right audience.

The campaign is part of Pearl & Dean’s commitment at 70 years old to create positive change and increase representation within the industry. ‘The Next Gen Collection’ is an example of this commitment, where black-led arts and cultural organisation, UNDEREXPOSED ARTS celebrates positive representation of black British, dual heritage African/Caribbean actors, writers, creatives, sports and business people hoping to inspire to positive action, through seeing possibility, in the reflection of themselves. The reel shows the creative possibilities of the cinema medium and shows how audiences can be inspired by the right creative.

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