Overall, Black Panther had the most expansive advertising budget and biggest line of merchandise of any Marvel non-sequel.[196] Deadline Hollywood estimated that budget to be $150 million.[3] Asad Ayaz, Executive Vice President of Marketing for Marvel films, said the campaign was about "super-serving" black audiences while still trying to appeal to all, in order to make the film "feel like a cultural event".[186] Disney and Marvel created a "synergy program" with the College Football Playoffs on ESPN, the ABC 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.[194] Marketing outside the United States was "fairly uniform", though in the Middle East the focus was kept on Black Panther in-costume as superhero films "just keep working" there according to Gianluca Chakra of Middle East distributor Front Row. This was the same for Asian territories. A Wakanda exhibit was featured in malls in seven Chinese cities, along with displays showing Black Panther with other MCU characters.