Ashleigh Hill-Buxton
With the release over hotly-anticipated film “The Hunger Games” just over two months away, those clever folks in Lions Gate’s marketing team have really started to ramp up their promotion of the film.
It began by revealing to fans a logo for each Panem’s 12 Districts and Capitol; then came the website The Capitol where fans could sign up to be assigned to a District and create a District Identification Pass. Of course, relevant Facebook and Twitter pages for each District popped up as well.
Next was the opportunity to be elected Mayor of your respective District, with 12 lucky fans given the honour and with it, special correspondence from Lions Gate’s marketing team under the pseudonym of Panem’s President Coriolanus Snow.
Along the way it was revealed that Lions Gate has collaborated with nail polish manufacturer China Glaze to release a series of 12 nail polishes called Capitol Colours to coincide with the movie’s release.
It is therefore no surprise that the latest effort, a website called Capitol Couture has gone live, which ties in with the fashion-crazed nature with the citizens of Panem’s Capitol.
Though the website remained locked until District Mayors were given the password #lookyourbest, it can now be opened to reveal a rather disturbingly-pretty picture of one of the film’s most well-known and style-conscious characters, District Escort Effie Trinket (Elizabeth Banks).
With Issue #1 sure to be launched soon, the website touts itself as the “one place to turn for all the tips, tricks and trends you need to look your best”.
If Effie Trinket is the model citizen who always looks impeccable by Capitol standards, it remains to be seen what outlandish styles, trends and colours will be promoted by Capitol Couture.
“The Hunger Games” tells the story of the dystopic nation of Panem which each year forces each of its 12 Districts to submit one teenage boy and girl to compete in the Hunger Games – a fight-to-the-death set in a large outdoor arena – which is turned into a televised event that is wildly popular with the citizens of the wealthy Capitol.
“The Hunger Games” is set for release on the 23rd March this year.
