“See The Future — Capitol Couture.” We’re only three months away from the release of The Hunger Games: Catching Fire and Lionsgate is starting to ramp up a strange new viral marketing campaign for the sequel. While “Capitol Couture” was a fake clothing and beauty line that started the marketing for The Hunger Games: Catching Fire, I never thought I’d see actual billboards for it in New York City.
The image above is part of CoverGirl’s new Catching Fire makeup collection, created by makeup artist Dotti. The ads feature The Hunger Games‘ penchant for over-the-top style and represent each District in Panem: Luxury for District 1 and Fishing for District 4. It seems likely that Lionsgate and CoverGirl will release more ads that will represent the other Districts. The new marketing campaign and the new international trailers definitely show off The Hunger Games: Catching Fire‘s bigger budget. Lionsgate really seems to be making The Hunger Games their top priority in 2013.
It’s sometimes hard to remember that The Hunger Games series is a strange mix between a post-apocalyptic future and luxurious lifestyles with hints of social allegory. That’s probably why the young adult series has a wide appeal. The marketing campaign is actually pretty inventive, taking advantage of The Hunger Games‘ fashion and style. You’d almost be fooled into thinking it were real, but that just goes to makeup artist Dotti’s credit for creating something believable.
A few months ago, Lionsgate teased Catching Fire character portraits under the Capitol Couture moniker. Each poster was also the first look at the Tributes for the 75th Hunger Games.
The Hunger Games: Catching Fire picks up immediately after events the first Hunger Games film. Katniss Everdeen (Jennifer Lawrence) and Peeta Mellark (Josh Hutcherson) return to the very poor District 12 as champions of the 74th Hunger Games. Their homecoming is short-lived, however, when they are ordered to return to the Capitol for the annual Victory Tour of Panem.
While on tour, Katniss learns more about the brewing rebellion against the Capitol and President Snow (Donald Sutherland), and she becomes the new symbol of hope. Katniss and Peeta later participate in the Third Quarter Quell, or 75th Hunger Games, which is made up of the past winners from the past 25 years. Meanwhile, President Snow threatens to kill Katniss as a way to end the signs of rebellion.
Francis Lawrence stepped in to direct The Hunger Games: Catching Fire after the previous director, Gary Ross, left the film to pursue other projects. Lawrence will continue on with the series to direct The Hunger Games: Mockingjay — Part 1 and Part 2. The sequel also stars actors Liam Hemsworth, Woody Harrelson, Elizabeth Banks, Lenny Kravitz, Philip Seymour Hoffman, Jeffrey Wright, Stanley Tucci, Toby Jones, Jena Malone, Lynn Cohen, Amanda Plummer, Alan Ritchson, Willow Shields, and Sam Claflin as Finnick Odair.
To keep up to date with Capitol Couture updates, follow @thehungergames on Instagram or #capitolstyle and #ohsocapitol on Twitter. The Hunger Games: Catching Fire will hit theaters everywhere on November 22, in IMAX.