Building Hunger for the ‘Hunger Games’

More than 24 million copies of the “Hunger Games” trilogy by Suzanne Collins is in print in the US alone.  On Friday, the first of a planned 4-movie franchise opens in theaters around the world.  It cost $80 million to make and is expected to have opening weekend sales of about $90 million.  Lionsgate generated a high-level of interest by not just using traditional marketing techniques.  Its centerpiece is a phased, year-long digital social media campaign.


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