Fully utilizing the book series’ already large fan base, the social media campaign for The Hunger Games has been an undeniable success. But social media is the marketing campaign’s centerpiece.
Of course, Lionsgate also used “old-media tricks” to promote The Hunger Games as well – giving away posters, securing magazine cover stories and advertising on billboards.
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And while Christopher Nolan’s “The Dark Knight Rises” doesn’t open in theaters until July, social media marketing efforts began a full year in advance. Twelve years later, social media was being credited with reviving the Muppets franchise. In fact, “The Blair Witch Project” caused a stir in 1999 when marketers of the independent film used its website and forums across the internet to spread fake newspaper clippings and police photos. The Hunger Games certainly isn’t the first film to enlist social media. Instead, they turned to social media to help turn The Hunger Games into The Next Big Thing. If she’s to survive, she’ll need some luck. But when it came to making sure the $75 million Hollywood adaptation would be a success, Lionsgate knew luck wasn’t something they could rely on. In Suzanne Collins’ post-apocalyptic young adult novel The Hunger Games, 16-year-old Katniss Everdeen finds herself in a televised fight to the death with other teenagers.