Whoever is guiding the marketing campaign for The Hunger Games: Mockingjay—Part 1 is really earning their paycheck this time around, because so far they are crushing it. (it’s Lionsgate’s Tim Palen & team, Carve, Watson/DG). They generated those subversive fashion posters that turned some of Panem’s most oppressed citizens into glistening, tragic models. Then they delivered President Snow’s ominous televised address to the nation, which teased Peeta’s duplicitous place in the new order. And now they’ve returned with another address from President Snow, only this one’s a little different.

It may seem silly to praise a movie’s marketing campaign, but it’s hard not to admire the way Lionsgate takes the Hunger Games fans so seriously. Every other young-adult franchise out there seems to gloss over the fan base that got the movie a green light in the first place, but here Lionsgate is not only giving them juicy morsels to chew on between now and November 21, 2014, but the studio is also treating this winter release like it’s a huge summer movie.

Lionsgate is putting it on a pedestal, engaging the fans, expanding the world of the movie, and so far it’s doing it all without showing us every single second of footage from the movie. That’s just plain fun.

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