The Hunger Games (case study)

The Hunger Games (case study)

Production details:

Director: Gary Ross

Producer: Nina Jacobson

Co-produced and Distributed by: LionsGate

Based on a BOOK!

On the opening day the film made $67.3 million

On the opening weekend the film made $152.5 million

It's the first film since Avatar to remain in first place at the American Box Office for 4 weekends running.

Movies Budget: $78 million

Grossing: $685 million

The film sold out in over 4,300 showings across the US

Tentpole releases are when the studios used for the film are kept going. e.g. The money made from The Hunger Games kept LionsGate going. And the money made from Twilight kept Summit Entertainment going.

Marketing Budget:

Bigger studios spend $100 million marketing major releases and have worldwide marketing and publicity staffs of over 100 people. Lionsgate has generated a high interest with only 21 people.

LionsGate used cross media convergence such as print to publish The Hunger Games.

The prints used were: 80,000 posters, ads, billboards etc to help publish The Hunger Games.

Twitter was the main marketing tactic used.

In July 2011 they released the first official poster via Facebook. And in August 2011 they gave out a sneak peak teaser trailer. All of these things build up to the exhibition of the film,, which creates popularity, anticipation and excitement.

"The Hunger Games" trended worldwide on Twitter within minutes.

Publicity Stunts (PR) were performed e.g. 5 fans were invited to the films' set, no reporters were allowed.