A Hunger Games marketing staple has come to an end. Yesterday, Lionsgate released the final issue of Capitol Couture titled ULTIMA VOLATUS (which means “Final Flight”, if you were curious).
And all we’ve got to say is SAYONARA SUCKAAAA!
We’re totally cool with in-world advertising, but Capitol Couture grated on our every nerve. It’s a fashion feature that glorifies the story’s villains and ignorant oppressors while adding in a few scraps here and there that relate back to the characters we actually care about. Sure, it’s stylish and pretty, but meaningfulness to The Hunger Games franchise and its fans is at about 30%.
For instance, ULTIMA VOLATUS has a photo shoot and fashion bits, a story in which Capitol citizens comment on Katniss, and an article on “Revolution styles”… because apparently the Capitol appreciates the revolution and its style now?!
When the very first issue dropped pre-Catching Fire with loads of district styles, we read through it all, but we were cautious even then. When fans, including us, began to express worry that the campaign was too Capitol and a little ignorant to the story, BuzzFeed suddenly released an article explaining why the campaign was BRILLIANT that just screamed “Somebody paid us to write this” (though we don’t have official confirmation, don’t sue us). That was the day that damn fashion side piece became the bane of our existence.
Occasionally, we did get new stills in the mix and new stills are ALWAYS appreciated, but the rest of it? The in-character interviews were vaguely amusing but without substance, and everything else just felt like a perfectly good waste of time and resources. And here it stands, more than two years later, when so many other interesting features and official websites were left to fade and die. Yikes.
This might be the one part of The Hunger Games franchise that we’re genuinely happy to say goodbye to. It means we’ll spend the few weeks left in the campaign focusing on the movies for real!
Also, SURGE AND SWELL? Is this a porno?!
The Girl With The Pearl