News
'Hunger Games' Ramps Up Early
By Robert Marich
Nov 10 2011- Lions Gate is making ABC Television’s Good Morning America the platform for the debut of a teaser trailer for its sci-fi action adventure The Hunger Games, which is scheduled to hit theaters March 23 2012.
GMA is an unusual choice because typically trailers premiere on websites related to movies, social websites, events such as the sci-fi enthusiast Comic-Con convention or promotions with thematic cable channels. But since the not-yet-rated movie doesn’t hit cinemas for four months, Lions Gate may simply want to build basic awareness with the wide audience of broadcast network TV and not deliver a hard pitch to see the film until the Hunger Games is available in theaters.
The morning show casts a wide net as a broadcast TV outlet and includes showing the trailer on GMA’s jumbotron in New York’s Times Square. That urban outdoor showing and GMA televised segments will certainly present the movie to a wide audience probably unaware of the film.
The sci-fi movie is about a televised blood sport in the future and based on a best selling novel that Lions Gate says has 16 million copies in circulation. News reports suggest Hunger Games is an $80 million production, which is big budget and big gamble for indie Lions Gate.
Separately, book publisher Scholastic has a four-title tie-in to Hunger Games. Says a press release: “Three of the movie tie-in titles will be released February 7, 2012, in advance of the much-anticipated March 2012 feature film release: The Hunger Games: Movie Tie-In Edition ($12.99, February 7, 2012, ISBN: 978-0-545-42511-7), The Hunger Games: Official Illustrated Movie Companion ($18.99, February 7, 2012, ISBN: 978-0-545-42290-1) and the just-announced The Hunger Games Tribute Guide, ($7.99, February 7, 2012, ISBN: 978-0-545-45782-8). The previously announced The World of The Hunger Games ($17.99, March 23, 2012; ISBN: 978-0-545-42512-4) will be released simultaneously with The Hunger Games film on March 23, 2012.”
Noting that Lions Gate is on a losing streak at the box office, a Los Angeles Times article by Ben Fritz pointed out Lions Gate seems to be working hard behind the scenes to pump up Hunger Games marketing. Former Disney and DreamWorks Animation executive Terry Press was hired as a consultant. Lions Gate also hired former Disney distribution executive Chris Leroy as distribution chief, putting him in a job where he will book theaters.
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