Costumes from the film were on display at D23 Expo 2017 and the 2017 San Diego Comic-Con, with Coogler, Boseman, and other members of the cast presenting exclusive footage of the film at the latter event, to a standing ovation from the audience. In September, Coogler, Gurira, and Moore participated in a panel at the Congressional Black Caucus Foundation's Annual Legislative Conference, where exclusive footage from the film was also shown and met with a positive response. On October 16, 2017, a full trailer was released. Dave Trumbore for Collider praised the trailer for showing an "unmistakable sense of style" unique to the character, while BamSmackPow's Brendan Day felt the trailer "does everything right". 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". 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 set around the time of "Iron Man". 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" and the beginning of ticket sales for the film.