Latest News: Technology |  Celebrity |  Movies |  Apple |  Cars |  Business |  Sports |  TV Shows |  Geek

Trending

Filed under: News | Latest Movie News

 

'The Hunger Games Mockingjay Propaganda Trailer Released

Jun 26 2014, 1:17am CDT | by

1 Updates
'The Hunger Games Mockingjay Propaganda Trailer Released
 
 

YouTube Videos Comments

Full Story

'The Hunger Games Mockingjay Propaganda Trailer Released

Advertising in the age of the internet presents its own unique challenges. Unlike pre-social-media days, everything is now under constant scrutiny. A bad ad campaign will be quickly vilified. Mediocre ad campaigns are simply ignored.

Rather than merely being an ad speaking to consumers about a product, ads must be part of a broader conversation about the ads themselves. In a very real way, advertising has transformed much like media itself, becoming less one-sided and more conversational.

The real trick—the Holy Grail, if you will—is to “go viral.” But that’s often easier said than done. The very nature of virality suggests an accidental fortune—Google’s definition of the word: “the tendency of an image, video, or piece of information to be circulated rapidly and widely from one Internet user to another; the quality or fact of being viral.”

Marketing professionals continue to struggle with this concept. While Gangnam Style or Angry Birds seem to go viral almost on their own, making an ad memorable is another challenge altogether. Going viral on purpose, it turns out, is hard.

The Hunger Games is taking a clever approach to its marketing campaign for Mockingjay: Part 1, the third film in the blockbuster series from Lionsgate (combined box office of over $1.5 billion worldwide for the first two films.)

Rather than simply release movie trailers and posters advertising the film, the latest Hunger Games entry is releasing propaganda for the film’s fictional dictatorship, Panem. The latest trailer shows President Snow (Donald Sutherland) dressed all in white standing next to Peeta Mellark (Josh Hutcherson) against an all-white background.

It’s not an ad for the film directly, but rather a message to all the districts in Panem explaining the benefits of a peaceful relationship with the Capitol—and the risks of rebellion. It’s perfectly creepy.

As we recall, the second film in the series, Catching Fire, ended with the beginning of a rebellion. This first Mockingjay trailer reminds us of that, and brings us back into the story. It’s also in keeping with the posters that have been released for the film, each readily share-able on social media.

In these posters, the Capitol “celebrates” the hard work of each District—like the miners of District 9, Katnis’s stomping grounds:

These posters are cool enough—detailed, attractive, ominous—to spread online in ways that a more traditional movie poster likely would not. There’s a whole suite of the posters, as well, making it more likely for viewers to sift through each of them, and making it more likely for bloggers like myself to create galleries like this one:

'The Hunger Games: Mockingjay Part 1' Posters

There’s no guarantee that a marketing campaign will go viral, but The Hunger Games appears to be on the right track, asking viewers to engage rather than simply showing off a product.

It’s reminiscent of some earlier ad campaigns for shows such as Lost, which used the “Lost Experience” to engage viewers, sending them on scavenger hunts, and fleshed out the mysteries of the weird island and its cast of characters, building backstory and dropping new clues and hints.

As far back as 1999, The Blair Witch Project used similar tactics, capitalizing to some degree on the fact that very few people were online at the time by creating fake websites and spreading rumors about how the movie was “real.”

Mockingjay’s campaign may not be going this far, but by bringing the viewer into the story as part of the ad campaign, they’ll certainly generate plenty of buzz.

Follow me on Twitter or FacebookRead my Forbes blog here.

 

You Might Also Like

Updates


Sponsored Update


Advertisement


More From the Web

Shopping Deals

 
 
 

<a href="/latest_stories/all/all/31" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

 

Comments

blog comments powered by Disqus

Latest stories

Rare Discount On The 2013 Razer DeathAdder Mouse
Rare Discount On The 2013 Razer DeathAdder Mouse
Best Buy pulled out Black Friday pricing on one of the most popular FPS gaming mice. Only valid for 24 hours!
 
 
Kendall Jenner and the Complicated Life she leads
Kendall Jenner leads a Complicated Life
Kendall Jenner, and the complicated life she leads with friends, fans and family, prove one thing. And that is that she knows how to hang in there amidst the media hype and mass publicity.
 
 
Joe Frazier Statue is Ready for Public Display
Joe Frazier Statue is Ready for Public Display
A statue of the boxer, Joe Frazier has been finalized and is almost ready for public display in Philadelphia. Hopefully, it will get unveiled by the time 2015 arrives.
 
 
Apple explains why apps get rejected from the App Store
Apple explains why apps get rejected from the App Store
Apple explains its side of the story on a new webpage called “Common App Rejections.”
 
 
 

About the Geek Mind

The “geek mind” is concerned with more than just the latest iPhone rumors, or which company will win the gaming console wars. I4U is concerned with more than just the latest photo shoot or other celebrity gossip.

The “geek mind” is concerned with life, in all its different forms and facets. The geek mind wants to know about societal and financial issues, both abroad and at home. If a Fortune 500 decides to raise their minimum wage, or any high priority news, the geek mind wants to know. The geek mind wants to know the top teams in the National Football League, or who’s likely to win the NBA Finals this coming year. The geek mind wants to know who the hottest new models are, or whether the newest blockbuster movie is worth seeing. The geek mind wants to know. The geek mind wants—needs—knowledge.

Read more about The Geek Mind.