The way movies are marketed today has changed dramatically from the past of just having trailers and posters. This can be seen by how the ever anticipated Hunger Games is marketed extensively through social media. They have used Facebook, Twitter, You Tube, a Tumblr blog, iphone games and live Yahoo streaming from the premiere. They have spent a lot less than other films of similar magnitude on marketing by relying on these cheaper digital forms of marketing. They had a day-by-day, and even minute-by-minute plan in their social media campaign. This was well orchestrated in order to build up the hype for the big day and encourage fans to recommend the movie to others.
They used social media in very unique ways:
- The facebook page enables customers to buy tickets in advance, make a free ID card, take a virtual tour of the capital, and play a game.
- October included Twitter stunt, allowing those ID makers to campaign online to be elected mayor of various districts of Panem.
- On Dec. 15, 100 days before the movie’s release, the studio created a new poster and cut it into 100 puzzle pieces. It then gave digital versions of those pieces to 100 Web sites and asked them to post their puzzle piece on Twitter in lockstep. Fans had to search Twitter to put together the poster, either by printing out the pieces and cutting them out or using a program like Photoshop. “The Hunger Games” trended worldwide on Twitter within minutes.
- They have district pages for Hunger Games and the most influential sharer can become the mayor of the page with more access to news and prizes
Analysts predict sales for the movie will make about $90 million on opening weekend, far more than the first Twilight. Also, viewers are saying they expect to see the movie more than once which will also increase ticket sales.
Do you think the social media blitz was really the cause of the hype for Hunger Games and box office sales?
Do you think this social media blitz will be able to extend the life of the movie beyond seeing it in theatres?