Suzanne Collins, the author of the blockbuster “The Hunger Games” young adult book series doesn’t give many interviews. She usually shies away from press, preferring to let the characters in her novels do the talking.
But for “The Hunger Games: Catching Fire,” Collins is making her voice heard in support of the film’s elaborate marketing campaign, shepherded by Lionsgate’s Tim Palen, that took a two-pronged approach — launching a traditional film campaign with posters, trailers and billboards, and another that played up the over-the-top world and characters of the Capitol city of Panem.
The effort included launching Capitol Couture as a faux luxury magazine, ads for brands and products available in the city, a platform for CoverGirl’s campaign, and a series of Capitol Portraits, featuring the looks of the main characters in the film in a unique way. One for Katniss Everdeen features Jennifer Lawrence in a wedding dress that weighed more than 20 pounds.
“I’m thrilled with the work Tim Palen and his marketing team have done on the film,” Collins told Variety via email. “It’s appropriately disturbing and thought-provoking how the campaign promotes ‘Catching Fire’ while simultaneously promoting the Capitol’s punitive forms of entertainment. The stunning image of Katniss in her wedding dress that we use to sell tickets is just the kind of thing the Capitol would use to rev up its audience for the Quarter Quell (the name of the games in “Catching Fire”). That dualistic approach is very much in keeping with the books.”
For the full story, read: Lionsgate’s Tim Palen Crafts Stylish Universe for ‘Hunger Games: Catching Fire’