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.
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