A book is no longer a book when it is a film & these days a film is not just something you see in a cinema it is a Social Media experience. If a movie becomes a block buster then it has a big on line presence. Case in point THE HUNGER GAMES
Here is an interesting report from Mashable on the ways that this movie is a Social Media experience.
The release of the first Hunger Games film, based on of the wildly successful book trilogy, is less than two months away, but the powers that be are teasing fans with various marketing gems via social media sites. The latest installment — which was released this week — is a high-fashion site called Capitol Couture, dedicated to the fictional capitol city in the post-apocalyptic nation of Panem.
The Hunger Games — a young adult novel written by Suzanne Collins — has become extremely popular and successful since its debut in 2008. The film, which will be released on March 23, depicts an annual event where one boy and one girl from each of Panem’s 12 districts fight to the death in a televised battle. The story follows young protagonist Katniss — played by Jennifer Lawrence — who represents District 12.
Fashion plays a big role in the fictional capitol city, and the Tumblr blog is dedicated to the styles featured in the upcoming film. The site almost serves as a magazine, hinting at future installments, and features cover stories, profiles, style tips and even a place to become “your district’s next stylist.”
The first installment features a cover story for Effie Trinket — the capitol escort for District 12 — played by Elizabeth Banks.
“Whether you’re a Capitol fashionista seeking inspiration for your latest look or a District citizen tracking rumors about the Tributes and other celebs, Capitol Couture is the only place to turn for pictures and news reports on the fashion, trends and lifestyle that make Capitol living so grand,” the site reads.
Although this is the latest marketing initiative from the Hunger Games to create more buzz about the film, the franchise has been covering its social media bases for months.
A Twitter account — @TheCapitolPN — has been tweeting updates not only about the characters and the plot’s annual Hunger Games ceremonies and event. It also references themed merchandise for sale, such as the line of Hunger Games nail polishes, and has been tweeting links to its various Facebook pages — each of the 12 Districts featured in The Hunger Games has its own page, in addition to the main Facebook page for the film. The most influential sharer on a District page can become the “mayor,” with access to more news and prizes.
Facebook has also been posting movie trailers, posters and behind-the-scenes content to build anticipation for the film.
In August 2011, Lionsgate launched the first teaser trailer for the film during the MTV Video Music Awards, which included a hashtag — #whatsmydistrict — that led Twitter users on a chase to find a hidden website. Ultimately, thecapitol.pn was revealed to give fans an interactive destination site for the film, but the studio’s attempt to send members on a chase to pick up clues and track down the site on Twitter complemented the game-themed plot.