Those who suffer from nerd fever have historically been male fans of sci-fi and fantasy. We think of serpentine lines of over-stimulated, under-sexed man-children waiting for the midnight showing of “Star Wars”. We imagine “Star Trek” and “Lord of the Rings,” World of Warcraft and Halo. But what about a young adult fantasy, originally a book, which stars a young girl?
“Twilight” and “Harry Potter”*** come to mind. And like these two, “The Hunger Games” spread obsessive fascination through clever web promotion. Using Tumblr, Twitter, Facebook, and Youtube, Lionsgate has been implementing a “phased, yearlong digital effort.” Armed with a tiny budget and small staff, marketers successfully turned fans of “The Hunger Games” into evangelists.
A crafty example:
On Dec. 15, 100 days before the movie’s release, the studio created a new poster and cut it into 100 puzzle pieces. It then gave digital versions of those pieces to 100 Web sites and asked them to post their puzzle piece on Twitter in lockstep.
While many have noted the record breaking opening weekend ($155 million, 3rd biggest of all time), it’s also interesting to note how many men made up the movie’s initial audience: 39 percent. Compared to the newest “Twilight,” whose first weekend audience was only 20 percent male, “Hunger Games” had a much broader marketing campaign.
Well received by critics and fans, the intense buzz generated online seems appropriate and worth the effort.
*** Yes, I meant to call Harry Potter a girl.