As part of a class project, my team and I created a publicity plan for the 2nd installment of the Hunger Game movies.

1. Presented by Outta the Box PR
The Hunger Games:
Catching Fire

2. Meet the Staff
Alexis Maria Yvanna
Long Garner Hernandez

3. Film Background
The 2nd installment of The Hunger Games film series
Watch the Trailer
Based on the book trilogy by Suzanne Collins
Cast includes
Jennifer Josh Liam Sam Elizabeth
Lawrence Hutcherson Hemsworth Claflin Banks

4. • Retail sales up 4.2%
• US/Canada box office
increased 6% in 2012
• 15% B.O. increase - Asia
Pacific, 6% - Latin
America
• Part of middle school
reading curriculum
• In 2012 ages 40-49
moviegoers increased
• 48% moviegoers watched
at least 1 3D movie in 2012
• Avg. attention span 8 sec.
• Companies
pushing 4D
theaters
• Payroll tax rate
back to 6.2%
Political Technological
EconimicalSocial
Client Analysis

5. Client Analysis
• Traditional media
• Interviews+
• Larger social
media presence
Strengths Weaknesses
OpportunitiesThreats

6. Problem Statement
Due to external factors
e.g. people’s low
attention span rate and
payroll tax rate
increase, and
competitive
competition,
maintaining at least the
same amount of
audiences from the 1st
movie may prove to be
difficult, affecting the
2nd film’s box office
weekend gross.
Studio Gross/Theaters Opening/Theaters
Samples of Book Adaptation Franchises

7. PR Campaign Goal
The first movie, The Hunger Games earned $152, 535, 747
To increase theater ticket sales and gross $170 million at
the US box office for opening weekend.

8. Analysis of Key Publics
Female,
61%
Male, 3
9%
<25
Age, 56
%
>25
Age, 44
%
Younger fans gave an “A” rating
Older fans were not as fanatic
Film has national appeal
Psychographics of majority audience:
Read, intelligent, high interest in
American pop culture
Audience Demographics

9. Target Sample Personas
Young Women Under Age 25: Brenda Jones
Age: 18
Dream: Book Illustrator
Friends: Enjoys reading fiction; Followers of popular book
series
Recent High School Graduate transitioning to College
Will attend the Illinois Institute of Art in the fall

10. Personas Continued
Older Women Over Age 25: Virginia Harris
Age: 30
Dream: Career in entertainment industry/ TV
Recent graduate of USC
Received masters degree in Journalism
Men in General: Jason Moore
Age: 37
Career: High School Biology Teacher from NY
Marriage: They enjoy going to the movies, often with other
couples
Dream: Both hope to travel the world after retirement
An avid reader who likes to keep up with pop culture to relate to
his students
Likes to try out new recipes with his wife

11. Social Media
Strategy Tactics
/TheHungerGamesMovie @TheHungerGames @HungerGames

12. AR/QR Code
Strategy Tactics
Game App: Unlock exclusive photos from the movie and
of the cast

13. Print Media
Strategy Tactics
Story on
Jennifer Lawrence
E.g. chemistry with co-
stars, achieving her
character’s look, role
prep
Story on Sam Clafin, Josh
Hutcherson
E.g.Getting in shape for
roles

14. Television
Strategy Tactics
Main cast as special
guests
Teaser release for fans
Main cast as special
guests
Give live audience free
Blu-Ray of The Hunger
Games

15. Radio
Strategy Tactics
There will be a surprise
cast member appearing
on the show

16. Event Marketing
Strategy Tactics
Partnership with Feeding America: Hunger-Relief
Organization
Produce a premiere kick-off party
“Entrance fee” will be can food donation, which Feeding
America can distribute
Q&A with stars and filmmakers at the charity premiere
Attendees can also join a raffle – possible prizes: being a
star’s honored guest at the premiere in another city

17. Cross Brand Tie-In
Strategy Tactics
Limited edition Ben & Jerry’s Ice-Cream
“Nightlock Berries” flavor beginning in July
Film quote mock-up for the container “May the odds be
ever in your flavor”
Percentage of proceeds goes to the Feeding America
charity

18. Guerilla Marketing
Strategy Tactics
2 weeks before the film’s release
Infiltration of the Hollywood & Highland Center by 50
people dressed as Capitol citizens
Similar to a flash mob
Participants are voluntary
Group will act normal and then one member will announce
“The Hunger Games is finally here!”
Use of social media to make it viral

19. Additional Element
Strategy Tactics
Posting Youtube videos
Shows relaxed version of their favorite actors from the film
Each of the lead characters given a handheld camcorder
to record short videos of behind-the-scenes footage of
them doing special activities for the film
Videos will have clues as to a Surprise Visit By HG Cast
Member(s)
Surprising 1 U.S. theater

20. Loglines
The website will include the Twitter feed on the side showing
tweets of promotions, news, and previews of the film.
The website will include the game app tab where a forum is held
for players to talk among themselves and share their
experiences or strategies.
The website will include the video tab, which will include the
Youtube videos posted each day or week, which will attract the
visitor to the actual Youtube account.
The website will include a banner on the home page
showcasing something new in relation to the event e.g. the
limited edition Ben & Jerry’s ice-cream, cast on 102.7 KIIS FM
with Ryan Seacrest, Feeding America partnership with the film.

21. Timeline
• Social Media strategy (ongoing)
• Pitch to print media
• Pitch to TV shows
• Youtube video launch
• Ben & Jerry’s Ice-Cream launch
• Promotion of Feeding America partnership
• Promotion of charity Premiere
• Promotion of Hunger Games game app
• Pitch to radio stations
• Guerilla Marketing strategy
• Charity Premiere

22. Anticipated Results
Larger, stronger fan base
+3,000 Facebook likes
+1,000 Twitter followers
+3,000 Instagram followers
+$17,500,000 million increase in domestic opening
weekend box office gross