Lionsgate is making ABC Television’s “Good Morning America” the platform for the debut of a teaser trailer for its sci-fi action adventure “The Hunger Games,” which is scheduled to hit theaters March 23, 2012.
“GMA” is an unusual choice because typically trailers premiere on websites related to movies, social websites, events such as the sci-fi enthusiast Comic-Con convention or promotions with thematic cable channels. But since the not-yet-rated movie doesn’t hit cinemas for four months, Lionsgate may simply want to build basic awareness with the wide audience of broadcast network TV and not deliver a hard pitch to see the film until “Hunger Games” is available in theaters.
The morning show casts a wide net as a broadcast TV outlet and includes showing the trailer on “GMA’s” large-screen jumbotron in New York’s Times Square. That urban outdoor showing and “GMA” televised segments will certainly present the movie to a wide audience probably unaware of the film.
The sci-fi movie is about a televised blood sport in the future and based on a best-selling novel that Lionsgate says has 16 million copies in circulation. News reports suggest “Hunger Games” is an $80 million production, which is big budget and big gamble for indie Lions Gate.
Separately, book publisher Scholastic has a four-title tie-in to Hunger Games. Says a press release: “Three of the movie tie-in titles will be released February 7, 2012, in advance of the much-anticipated March 2012 feature film release: ‘The Hunger Games: Movie Tie-In Edition’ ($12.99, February 7, 2012, ISBN: 978-0-545-42511-7), ‘The Hunger Games: Official Illustrated Movie Companion’ ($18.99, February 7, 2012, ISBN: 978-0-545-42290-1) and the just-announced ‘The Hunger Games Tribute Guide,’ ($7.99, February 7, 2012, ISBN: 978-0-545-45782-8). The previously announced ‘The World of The Hunger Games’ ($17.99, March 23, 2012; ISBN: 978-0-545-42512-4) will be released simultaneously with ‘The Hunger Games’ film on March 23, 2012.”
Noting that Lionsgate is on a losing streak at the box office, a Los Angeles Times article by Ben Fritz pointed out that the independent film distributor seems to be working extra hard behind the scenes to pump up “Hunger Games” marketing. Former Disney and DreamWorks Animation executive Terry Press was hired as a consultant. Lionsgate also hired former Disney distribution executive Chris Leroy as distribution chief, putting him in a job where he will book theaters.
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