Now, I will admit, I may have a little bias towards this topic because I love The Hunger Games saga! I love the books and I love th
I'm sure everyone has heard the saying "Anticipation of death is worse than death itself". Sorry for the morbid quote, but I believe this quote best represents the marketing strategy behind "Mockingjay". Within the past week, the film has released a teaser trailer and new posters. Sounds simple, right?
e films. However, I can honestly say, all biases aside, one must truly admire the marketing campaign behind "Mockingjay: Part I" which is set to be released on November 21, 2014. I'm sure everyone has heard the saying "Anticipation of death is worse than death itself". Sorry for the morbid quote, but I believe this quote best represents the marketing strategy behind "Mockingjay". Within the past week, the film has released a teaser trailer and new posters. Sounds simple, right?
Notice the teaser trailer does not show any actual footage from the film. Instead, the teaser is a service announcement from Pre
When people hear that a film teaser is out, they expect to see some glimpses of the film. What we get is a realistic look into the propaganda this type of government would produce t
o its citizens. We, as consumers of this film, understand this is an ad; but we can sense the darkness of this film as President Snow states citizens "will bleed" if they go against the Capitol and it just builds our anticipation of "Mockingjay" as we want to see this oncoming battle that is breaking over.
sident Snow, the villain in the series. Just like our President address the nation, President Snow is addressing his nation on the importance of the Capitol, and anyone who tries to fight against the Capitol will suffer. When people hear that a film teaser is out, they expect to see some glimpses of the film. What we get is a realistic look into the propaganda this type of government would produce t
o its citizens. We, as consumers of this film, understand this is an ad; but we can sense the darkness of this film as President Snow states citizens "will bleed" if they go against the Capitol and it just builds our anticipation of "Mockingjay" as we want to see this oncoming battle that is breaking over.
Before the teaser trailer was released, Mockingjay propaganda ads were released. The whole basis of The Hunger Game series is that citizens living in the Capitol are the ones with money, food, and living a luxurious life while other citizens living in other Districts are suffering. Yet, the Capitol wants everyone to remember that they take care of the remaining citizens in the poorer districts and because of that security, the remaining citizens work hard in service to their country.
The beauty of these character posters is the subtext behind these ads. The posters salute the "District Heroes" who contribute to the overall success of the country. These characters are heroes who are happy for their service. Yet, one poster shows a man who works even though he is missing a leg. The other shows a child covered in mining dust which hints at child labor. None of these posters show any of the film's characters. It just hints at the disconnect the Capitol has with the poor citizens.
The lines between reality and fiction are being blurred with this marketing campaign. However, it is effective because it hits home the main themes behind this series. It is building the anticipation of the final two films, especially for those who are familiar with the story. This is not a normal film marketing campaign. It is bold and new. Fresh and eye-catching. And it is working. When the posters and teaser trailer were released, Mockingjay was trending on Twitter. The teaser trailer has reached over 9 million views on Youtube. Critical acclaim is already being given to the film. We still haven't seen any footage from the film and people are ready to see Part I of The Hunger Games finale. Like I said, I may be a little bias, but I would call this a successful marketing campaign. Wouldn't you? What are your thoughts? Have you noticed this campaign or do you find it ineffective? Let me know your thoughts in comments or over Twitter. Until next time, keep dreaming!
~Selina
The beauty of these character posters is the subtext behind these ads. The posters salute the "District Heroes" who contribute to the overall success of the country. These characters are heroes who are happy for their service. Yet, one poster shows a man who works even though he is missing a leg. The other shows a child covered in mining dust which hints at child labor. None of these posters show any of the film's characters. It just hints at the disconnect the Capitol has with the poor citizens.
The lines between reality and fiction are being blurred with this marketing campaign. However, it is effective because it hits home the main themes behind this series. It is building the anticipation of the final two films, especially for those who are familiar with the story. This is not a normal film marketing campaign. It is bold and new. Fresh and eye-catching. And it is working. When the posters and teaser trailer were released, Mockingjay was trending on Twitter. The teaser trailer has reached over 9 million views on Youtube. Critical acclaim is already being given to the film. We still haven't seen any footage from the film and people are ready to see Part I of The Hunger Games finale. Like I said, I may be a little bias, but I would call this a successful marketing campaign. Wouldn't you? What are your thoughts? Have you noticed this campaign or do you find it ineffective? Let me know your thoughts in comments or over Twitter. Until next time, keep dreaming!
~Selina