Lionsgate’s film adaptations of Suzanne Collins’ The Hunger Games have never been shy about interacting with fans or using viral marketing to increase the hype around their wares. In an unusual move, but one that is admittedly pretty cool, the studio has unveiled a new poster for the upcoming sequel, The Hunger Games: Catching Fire. Instead of using traditional means like trade publications or big movie websites, they let one of the franchise’s many fans release the first look.
The film’s viral website, TheHungerGamesExplore.com, is an interactive destination where fans can go to participate in contests, share content like fan art, and generally explore every facet of their favorite movies and books. According to Lionsgate, the top fan is a girl name Tori Dripple, and as a reward for her rabid fandom, they let her give the world the first look at a new outdoor poster via her Tumblr. You have to imagine that’s a damn big thrill for the number one fan of The Hunger Games, at least by this one measuring stick.
As far as the poster itself goes, this falls into the pseudo-painting style that so much of the previous offerings. Though instead of a warm oranges and Earth tones we’ve seen, this image of a windswept Katniss Everdeen (Jennifer Lawrence) has a reddish, pinkish hue to it. There’s also a quote from Cinna (Lenny Kravitz), Katniss’ Capital stylist. It comes from one of the many moments when she begins to doubt herself and he’s trying to reassure her, “Remember, Girl on Fire, I’m Still Betting On You.” It’s been a while since I read the books, but if I remember correctly, this happens right before something terrible happens to him, but I could be wrong.
Catching Fire picks up in the wake of the first film. We find Katniss and Peeta (Josh Hutcherson) trying to keep up the façade of their relationship like their lives depend on it, which they do. President Snow (Donald Sutherland) wants them to use their popularity to help quell the bubbling rebellion in the Districts, but try as she might, that Katniss is a rebel, and just can’t help but stir up trouble, even when she tries not to. In order to deal with these troubles, Snow decides to throw the star-crossed lovers back into the Hunger Games arena for the 75th anniversary, the third Quarter Quell. This time, however, instead of facing scared young kids, they’ll face off against other previous winners, seasoned, experienced killers. At the same time all of this is going on, there are uprisings and revolts breaking out all over the nation of Panem.
The Hunger Games: Catching Fire continues its quest for world domination in IMAX and 3D on November 22, and also stars Liam Hemsworth, Woody Harrelson, Elizabeth Banks, Jena Malone, Philip Seymour Hoffman, Toby Jones, and many more.