Get Dressed! The Marketing Maturity of THE HUNGER GAMES: CATCHING FIRE

By at May 30, 2013 | 10:50 pm | Print

When the first film in your planned series grosses $691 million worldwide, you probably don’t stay awake at night worrying about the popularity of your second entry. Yet, the promotional powers behind The Hunger Games certainly don’t rest on their survivalist laurels, and their recent effort is proof. Just released to remind fans of The Hunger Games’ second chapter, Catching Fire: The first online issue of Capitol Couture magazine, featured on the official Capitol Couture website. Lionsgate is obviously plugged in to their young female Hunger Games audience, choosing to highlight the film’s outlandish wardrobe — you’d barely guess the movie was about a secluded, futuristic battle to the death.

Image from The Hunger Games' Capitol Couture

Yeah, I don’t think we’re going to find a pictorial of crossbows, maces and tracker jackers. But you can see character fashion profiles, starting with Elizabeth Banks as the beloved / reviled Effie Trinket, stylin’ looks for each of the 12 Districts and even fan fashion submissions (oh lord). For the most part, this is sleek, sophisticated marketing for a blockbuster movie, especially one whose most ardent advocates are roughly aged 12-25.

Check out the entire Capitol Couture edition at capitolcouture.pn (More smart use of the .pn domain, as in Panem).

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