“I’m thrilled with the work Tim Palen and his marketing team have done on the film,” Collins told Variety via email. “It’s appropriately disturbing and thought-provoking how the campaign promotes ‘Catching Fire’ while simultaneously promoting the Capitol’s punitive forms of entertainment. The stunning image of Katniss in her wedding dress that we use to sell tickets is just the kind of thing the Capitol would use to rev up its audience for the Quarter Quell (the name of the games in “Catching Fire”). That dualistic approach is very much in keeping with the books.”
Tim Palen on Catching Fire being the brightest of the trilogy:
Pretty much every element of the sequel’s campaign is bolder than its predecessor. Where the first installment relied on a more subdued look to capture Collins’ bleak, oppressed world, Palen and the author felt this was his chance to brighten things up.
“This is the book and the movie of color,” he says, having consulted closely with Collins before designing the campaign. “This is the moment where we can actually have some fun and explore some opportunities that we might not get to have later,” he added, referring to the final book in the “Hunger Games” series, which Lionsgate is splitting into two movies, “Mockingjay — Part 1” and “Part 2.”Palen on the Katniss & Peeta Victory Tour Poster:
The first teaser shot of Lawrence and Josh Hutcherson together in the sequel also played up the Capitol theme, with the two dressed in stark white formalwear standing next to a silver sculpture piercing the sky — a take on Leni Riefenstahl’s propaganda posters from the 1930s.
“People who read the books know (“Catching Fire”) kicks off with the Victory Tour, and we wanted to reassure fans that we’re going to stick close to the books. And the costumes and scope of the second movie takes everything to the next level,” Palen says. “It’s a lot to ask of a single image, but this was a very efficient way to say all of that.”Palen on avoiding the Peeta-Katniss-Gale love triangle:
Also proving beneficial to the campaign: listening to the fans themselves. Palen’s team has been careful not to show Lawrence, Hutcherson and Hemsworth together in posters, magazine covers or even at events, after “Hunger Games” devotees — particularly fanboys — expressed concern that Lionsgate would try to turn the films into another soapy “Twilight” love triangle.
“Romance is part of the story, but it’s not the core of the story,” Palen says. “From the start, we wanted to make it about (Katniss) as a hero.”
Palen on using quotes from the books:
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Palen also embraced the way fans were using quotes from the books in their social media posts, and he used them as taglines in posters. “They were doing it before we did it,” Palen says. “It was a way for us to talk to them the way they talk to each other.”
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