March 18, 2012

NEWS: Lionsgate's Marketing Campaign for The Hunger Games Costs $45 Million

According to Los Angeles Times, Lionsgate Entertainment is spending $45 million for The Hunger Games' marketing campaign, which is the biggest they've ever put in any of their movies to date since The Expendables, which had a $40 million advertising budget.  However, the report states that The Hunger Games' $45 million is still less than the typical budget that other Hollywood studios dissipate on their big films for promotion.
Lionsgate typically devotes less than $30 million to selling its nationwide releases, which are often targeted genre films such as "Saw" and Tyler Perry's comedies, though it did spend $40 million to market the 2010 hit "The Expendables."
Hollywood's major studios can spend as much as $70 million to $80 million marketing their most expensive event movies domestically.
Lionsgate has the advantage, of course, of huge built-in awareness for "The Hunger Games." The trilogy of books by Suzanne Collins on which the film is based have already sold 23.5 million copies worldwide.
Lionsgate's marketing strategy appears to be working spectacularly well. Pre-release surveys suggest that "The Hunger Games" will have an opening weekend of more than $100 million when it debuts across the country on March 23. 
I personally think that Lionsgate's $45 million marketing campaign for The Hunger Games is really working. Almost everyone that I know has read or at least heard about Suzanne's book trilogy. Keep spreading the word about Katniss and Peeta, Tributes/HungerGamers! At the end of the day, word of mouth is still better than any kind of marketing strategy.


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