Suzanne Collins Breaks Silence to Support ‘The Hunger Games: Catching Fire’

Suzanne Collins
Alberto E. Rodriguez/Getty Images

Author doesn't give many interviews but says Lionsgate's campaign is 'appropriately disturbing and thought-provoking'

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’

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  1. Tiana says:

    But isn’t that what the books are ultimately against? The attitude of the Capitol citizens and how they are assumed and entertained by any and everything? The market strategy might be good but it totally contradicts the deeper themes and meanings of the books.

    • Ali Miller says:

      …no, it supports the themes of the books. Our mass media culture = The Capitol. Therefore, marketing the film as the Capitol would draws a direct parallel between our world and the world of the books/films, serving as yet another layer of social commentary. It’s brilliant and subversive.

    • That’s what makes it ‘disturbing and thought-provoking’ – that our society is made into direct correlation with the Capitol. Which is, I would argue, the deeper theme of the books. SC modelled Capitol, the Games and their media partly on our contemporary culture. It wouldn’t be nearly as thought-provoking if it was just ‘Boo, bad Capitol, we hate them and we’re nothing like them’.

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