Billboards and Buzzfeed

Yesterday, Buzzfeed posted an article about the marketing for Catching Fire, specifically Capitol Couture, in a 5 Things To Know structure. An interesting thing about it is that it included insight from someone who has worked on similar marketing campaigns.


The first point made is that it is to stir up excitement with existing fans, not bring in new ones. Especially now with the inclusion of actual billboards in New York and Los Angeles, stepping it up from the online ads during marketing for The Hunger Games, which were still pretty cool to see, the Hunger Games world is dropped into real life. And only through being familiar with The Hunger Games does a person realize that these ads are actually relating to Catching Fire instead of some too-couture-for-you fashion label.

The other point that I took from the article is that this iteration of Capitol Couture is meant to “elevate the Hunger Games brand”. When non-fans find out I’m involved in The Hunger Games in some way, one of the most frequent critiques of the first movie was that it looked cheap. Well, it was. We all know that the budget of the The Hunger Games doesn’t even compare to those with more visually intriguing movies like The Avengers. So barring me screaming at people that Catching Fire has a much bigger budget, Capitol Couture is a way to impress that, hey, we got more money so it’ll look way more awesome. And Capitol Couture being on one of the most easily shareable websites there is, Tumblr, can help fans spread that to their less-fanatic friends with the click of a reblog button.

zoetic sol gif

I’m liking that people outside of Hunger Games fans are taking notice of Capitol Couture. Sometimes in this fandom, it feels like we’re in a bubble, but with those billboards, Capitol Couture has been dropped into the public in a very real way.

I’m hoping to come across a Capitol Couture billboard soon



  1. I gotta admit, I’m on the opposite side of this debate. Fashion is cool and pretty! I’m glad that the budget is bigger and they have the means to show off a bit more. But it’s a lame way to market a dystopian about how society’s obsession with opulence is part of a major problem that may someday destroy the nation, and already is a factor affecting our attitude toward the poor and the needy.

    1. Very true. The thing that’ll make it or break it for me though would be, would Capitol Couture exist in this style for Mockingjay. For example, if during the marketing period for Mockingjay, Beetee highjacks Capitol Couture and makes it all pro-rebellion, that would be a great use for it and would drive home the point. I think that there is an excellent opportunity for subversion with Capitol Couture if it gets played right.

      1. I had been thinking a little about possible MJ marketing, and aside from in-universe propos, I thought about what might happen to Capitol Couture. Like maybe a page saying the site/magazine was indefinitely shut down because of the war. But YOUR idea is even better, makes sense (more in-Capitol rebels could be behind it too), and keeps the site going, in a way. If they do that, you have permission to feel utterly smug. 😉

    2. (this might be nitpicky) But obsession with opulence isn’t what destroyed the nation, it was a whole succession of natural disasters and wars. The economic, cosmetic, and social extremes that comment on our current society came later.

      And I’m one of those “But we are the Capitol” fans that probably annoy you, sorry. Or as close to the Capitol as you can get without the extreme plastic surgery and cosmetics, the complete desensitization to violence, and with a social conscience. I’ve been loving how most of the campaign is basically in-universe ads and material from the Capitol itself. I also…just don’t take it that seriously. I mean, like Katniss herself, people know the difference between enjoying what the Capitol (and the CF marketing) has to offer superficially, while knowing that the oppressive, totalitarian government is the real problem.

    3. I am with you, VV. I like fashion and pretty things as much as the next girl, but I think it is a very strange marketing tool for the message of THG franchise. And to pay for these cryptic billboards instead of something that would actually appeal to new fans and/or make sense to 98% if existing ones? I do. Not. Get. It… At all.

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