Today Lionsgate announced a partnership with Google for a 5 episode series on YouTube. New videos focusing on different districts will debut daily through Friday. The videos star real YouTubers playing the roles of district citizens.
Today’s video comes from District 8 and features ThreadBanger.
With its fashion focus, this video reminds us a lot of Capitol Couture. It’s a cool extra bit of world-building and envisions more of what Capitol propaganda looks like. The use of those pyramids in the headpiece and on the dress – I can get behind that visually. The video’s futuristic, creepy vibe works. You can tell it’s meticulously scripted by the Capitol.
It’s also another slick viral marketing move that exposes Mockingjay Part 1 to people outside of the core Hunger Games fanbase. These videos are posted on the YouTuber’s own channels, exposing more people to the world of Panem. ThreadBanger has over 500,000 subscribers, which gives Mockingjay Part 1 solid additional exposure.
Here’s the full week’s schedule from Lionsgate:
Monday, October 20 – District 8: Rob Czar & Corinne Leigh, co-helmers of the ‘Threadbanger’ YouTube channel, show how to best make use of excess Peacekeeper armor.
Tuesday, October 21 – District 2: Shane Fazen, of the ‘fightTIPS’ YouTube channel, showcases the training and techniques required to be a Peacekeeper in Panem.
Wednesday, October 22 – District 5: Derek Muller, known for the mind-blowing experiments and scientific discussions on his YouTube channel ‘Veritasium’, demonstrates new ways in which the Capitol may generate its electricity in the future.
Thursday, October 23 – District 9: Jimmy Wong & Ashley Adams, best known for their ‘Feast of Fiction’ YouTube channel, demonstrate baking techniques from Panem’s Grain District.
Friday, October 24 – District 6: iJustine’s Justine Ezarik, gives a glimpse at the driving force that proudly supports the transportation needs of Panem’s vaunted Peacekeepers.
I’m not familiar with any of these YouTube channels so these will all be a big surprise for me. I hope they’re allowed to pull in a bit more about Peeta and Johanna in later videos (BAKING anyone?). The world-building opportunity here is really cool, but it resonates even more when you pull in our favorite characters.
Let those (highly scripted and controlled) voices be heard!