Saturday, 18 May 2013

The Hunger Games: Catching Fire - Alternative Marketing Campaign

A few days ago I wrote an article critically analysing the latest poster (see right) for The Hunger Games: Catching Fire. The theatrical marketing campaign for this big-budget Christmas blockbuster has so far been underwhelming. More so when considering that this is supposed to be one of the most anticipated movies of the year, not an arthouse movie.

Catching Fire is the sequel to the popular 2012 movie The Hunger Games and based on the second book in Suzanne Collins' book trilogy of the same name. It is, beyond anything else, an event movie made for mainstream audiences but the current marketing strategy consists of well designed posters that are ultimately very bland.

Although the film is not due for release until November, it remains absolutely vital to capitalise on the film's new aquatic spectacle, clearly stating that this is no ordinary sequel and certainly not a rehash of the first movie.

If The Hunger Games series is seriously hoping to buck the Twilight trend of failing to find a sustainable audience beyond the core demographic, surely sooner is far better than later. From early theatrical posters, it's very hard to consider this movie as a must-see, which leaves it with very limited scope for demographic expansion.

As previously stated, the film's aquatic setting for the 75th Hunger Games is easily the biggest selling point for the movie and would undoubtedly satisfy die-hard fans while attracting an entirely new audience. For example, an alternative poster that portrays Katniss in a similar pose but on her tribute platform surrounded by water, would be a far better representation of the movie. There would even be scope to have waves crashing around her and other tributes diving into the water to mark the start of the saga's next chapter. The same can then be done for the other characters.

It is absolutely vital to establish very early into the marketing campaign that this movie is a completely different type of sequel that will offer something new and challenge audience expectations. In doing so it creates an event movie scenario that clearly states that this is not a run-of-the-mill sequel.

Here are some great fan-made poster examples that really emphasise the potential of a refined marketing strategy for The Hunger Games: Catching Fire:

Created by Ollivanders.

Created by TinyButDeadly

Created by Nikola94

The Hunger Games: Catching Fire is due for release in the UK and US on 22nd November 2013

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