Let the games begin
February 20, 2012
When I grow up, I want to be Katniss Everdeen from The Hunger Games. I want to become a tribute and save my sister and defend my district to the death. All while wearing pretty dresses designed by Lenny Kravitz. At least that’s what marketers, merchandisers, and pretty much everyone in the entertainment industry is betting their money on right now.The golden rule with big studio releases is that a $100 million dollar opening weekend means you’re a bona-fide huge success, and usually guarantees a sequel. So, if March 23rd meets box office expectations, books 2
(Catching Fire) and 3 (Mockingjay) from the trilogy will soon follow into pre-production. Lionsgate is actually so optimistic that they’re already planning on splitting the third book into 2, a la the Harry Potter and Breaking Dawn models. Hollywood Blogger Nikki Finke actually reported on this pipe dream way back in June, before anyone was even talking about the movie.
She’s right, this will surely happen. And here’s why.
The Hunger Games has broad appeal. Sure, these books are chock full of teen angst. OMG there’s even your standard love triangle. But there’s been an apocalypse. And people are dying. So the books should really be categorized as science fiction. Which means that men are engaging in these stories, too. And that they’re actually enjoying them.
So teen girls won’t be the only ones there opening night, wearing their Hunger Games District 12 Nail Polish. The demo skews higher and more male than Twilight. Which means the target is also potentially older and ultimately more tech savvy and early adopter than Harry Potter’s core audience, too.
Which explains all the pre-launch hype. Smart hype. Vanity Fair published a story about the cast back in December. Taylor Swift released a song on iTunes that went straight to #1. Lionsgate launched a smart social campaign, along with a facebook community designed to allow for sub like-gated districts, plus a cross-platform opportunity to follow the games on twitter #headforthesquare.
Lots of buzz late last year. And then, the trailer before Breaking Dawn. And the Superbowl spot. Which sent everyone who knew absolutely nothing scrambling for the books, hoping to learn absolutely everything before opening weekend.
Consumer engagement opportunities designed to not only engage with existing fans, but to build pre-launch buzz and ideally pick up an entirely new fan base on the way to the theatre. Where I’ll be first in line. #obviously