-Magnae Famae in Review-
The Hunger Games’ marketing campaign has been stunning from the start. It has been one of the funnest things to report on for myself, as you may be able to tell by the amount of articles I have been writing about it. I tried my best to keep it to a minimum, but I just couldn’t stop. But this article isn’t about me. It’s about how Lionsgate needs to give their Hunger Games marketing team a huge raise.
It all started at Comic Con 2011. I reported on this on July 26th, 2011. Lionsgate released some fantastic computer-generated posters for The Hunger Games that featured the iconic golden Mockingjay Pin on fire. Underneath that it simply said The Hunger Games 2012. The poster became the symbol of the film.
Then Lionsgate went out and did the most amazing thing yet. It launched a mysterious website called TheCapitol.PN. At the time the site simply said HELLO CITIZEN. IDENTIFY YOURSELF. You were asked to connect it to your Facebook or Twitter account. The site was “jittering” and was only Black and Grey. On August 31st, the launched The Capitol Website. People were automatically being assigned Districts to belong to.
Next up, Lionsgate releases the first trailer of a never-ending saga of trailers and TV spots. The trailer was excellent and received millions of views. The trailer was released on iTunes.
By now, November 14th, Lionsgate is well into their Hunger Games Social Media Campaign with “LIKE YOU DISTRICT IMMEDIATELY.” On this day they started their campaign for Mayors.
By order of President Snow, effective immediately, each District shall hold a Mayoral election open to all registered citizens. Mayorship is an average citizen’s chance to escape the drudgery of District life and shape Panem’s destiny. Want to run? Follow the steps below to begin the process of running for Mayor. May the odds be ever in your favor!
The mayor’s duties included…
- District leadership: Be the face of your District and set the example for your citizens.
- Celebrate citizens: Praise citizens whose words and deeds bring honor to your district.
- Mayor mail: Relay all communications from your District’s tributes to foster District pride.
- Public appearances: Represent your district at major capitol-sponsored events and ceremonies.
Around November 26th, talk began of a merger between Summit Entertainment (the company behind Twilight) and Lionsgate. Bloomberg reported this first.
On December 15th, Lionsgate released a new Hunger Games Poster. The poster was of Katniss in the Avenue of Tributes. The Poster was criticized for being so heavily photo shopped.
On December 23rd we found out some huge news. Taylor Swift recorded a song for The Hunger Games called Safe and Sound.
“Something I’ve been VERY excited about for a VERY long time is going to be happening VERY soon. (and I’m not referring to Christmas) And this is it, the big surprise… Go get itAnd this is it, the big surprise… Go get it!
-Taylor Swift’s official twitter
And then Lionsgate started Capitol.PN Network. It’s second site being Capitol Couture. It is still updated often with information on Capitol Fashion.
Next up, they launch thecapitoltour.pn which we found out a few days ago was made by Microsoft in HTML5 and CSS3. This was to promote Internet Explorer.
For the Super Bowl, The Hunger Games just had to have an ad? Well they didn’t. They didn’t book a spot because they didn’t think that was their target audience. At the last-minute they bought a spot during the Pre-Show.
Lionsgate released fake online ads for fake products. Cutting Edge Razer with Seneca Crane, Smile Away Toothpaste with Ceaser Flickerman and Liquid Skyliner with Cinna.
Yahoo! Movies live streamed the Worldwide Premiere of The Hunger Games in (where else?) Hollywood. The stream was great. They also streamed the UK Premiere as well. Hopefully more films will start doing this.
On March 19th we found out that Lionsgate invested a hefty$45 million to promote the film. More than they have for any other film they have done.
Tonight, The Hunger Games will air at Midnight in theaters around the world. The hype is only growing. Lionsgate is feeling the pressure now to have an insanely great movie. May the odds be ever in Lionsgate’s favor.
If you haven’t already get your tickets now! They are going extremely fast, in many theaters they are gone!