This is just one of the many trailers, teasers, featurettes, interviews and so on that can be found on YouTube about the movie franchise set to blow the Twilight series out of the water - The Hunger Games.
The movie only opened on Thursday (23rd March) yet the hype has been present for nearly a year now - right about the time Lionsgate, the studio behind The Hunger Games began its integrated marketing communications campaign to launch this multibillion dollar franchise.
The Hunger Games movie is based on the first novel of a trilogy of books written by Suzanne Collins. It tells the story of a 16 year old girl, Katniss Everdeen who is called upon to represent her district and fight 23 other teens to the death in a twisted annual survival competition that is televised to the nation of Panem. (Dodes & Jurgensen 2012)
I have not read the book, nor seen the movie yet I feel I already could tell you a lot about the story, characters, actors etc. It has been very hard to avoid the enormous hype surrounding The Hunger Games, that is for sure.
The world has already been watching The Hunger Games through Lionsgate's very successful social media campaign in particular and according to Torchlight digital Solutions "they have one of the best and most integrated social media viral marketing campaigns." Although the focus has been on using social media and other inexpensive online techniques, mass media or now what we class as "old media" like newspaper and magazine ads, haven't been ignored.
References
Dodes, R & Jurgensen, J. 2012.http://online.wsj.com/article/SB10001424052970204603004577267832212316716.html. Accessed on 24.3.12
Barnes, B. 2012http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html. Accessed on 24.3.12
No comments:
Post a Comment