As we head into less than 90 days until Mockingjay Part 2’s release, there’s something a little bit different this year. Something’s missing. We’re not really upset that it’s missing, but it makes us wonder…
Where are all the sponsorships?
THG franchise movie marketing have been loaded with brand cross-promotion. From the early days with China Glaze nail polish and Barbie, to the full on onslaught of Capitol Cover Girl, Subway, Samsung, Doritos, Mazda, Whole Foods, Hallmark, and more. Not that we haven’t gotten hints and rumors so far this year. Tim Palen posted some suspicious Barbie heads on his Instagram and then deleted it. (well “Ken” heads I suppose since they looks like the male characters). The Hallmark holiday ornament catalog has a Mockingjay Part 2 ornament. There may be some Funko action to come. Cover Girl is doing a makeup line with Star Wars so it looks like at least their brand of makeup won’t be tied to Katniss this year (and we are so relieved).
We are relieved on many levels. Because it’s really tough to find brands and cross-promotions that don’t clash with the themes of the series. We’re sure that there will be lots of tie-ins – that’s a crucial part of marketing (and profiting) off blockbuster movies. Hopefully some will excite us and make us happy. There will inevitably be some that are an awkward fit for the themes of the movies, but are done anyway because it makes financial sense for both parties. Even when it is awkward, it can be fun if you just don’t think about it too much. I will confess to liking the Doritos promotion last year, even though a Hunger Games tie-in to snack food is bizarre and uncomfortable. And people had fun those Catching Fire Subway standees we suppose.
As long as no company tries to “buy” the final trailer release we’ll probably be ok. We’ll still make fun of the awkward ones though. It’s what we do.
Watch – there will probably be a press release on the brand sponsors on Monday now.