This is from the fact that customers had a one on one interaction with Mr. Palen, Lionsgate Chief Marketing Officer. Prior to the production of the movie, Mr. Pallen had already engaged in the understanding of the market and promotion of the movie. This is evident from the fact that in the year 2009, he flew to New York where he met with the book officials of the same merchandise (Karen, 2012, 63). This was in an effort to understand their marketing approaches for the book and see if there were strategies that he would incorporate into the movie’s promotion.Advertising is one other strategy sought by the production team of The Hunger Games. This is from the manner through which the movie hit the social media websites with a bang having it trending worldwide. The achievement of this was through specialization. Danielle DePalma received the sole responsibility of managing viewer blogs and posting about the movie in different websites (Barnes, 2012). This move captured the attention of many as news spread across fans of different countries with Danielle having prompt responses to any questions that the fans had with regard to the movie.A factor that accelerated this form of advertisement was the use of digital marketing. Marketing mix theory involves the coordination of different marketing aspects. Promotion is one of the most important aspects. In the promotion process, there was incorporation of digital marketing in that there was the use of spreadsheets and chronology to capture the attention of bloggers and online viewers (Megan, 2012, 37). This made it simpler to navigate the movie’s website and understand the content. Consequently, the movie captured a lot of attention.The allocation of online promotion to a specific person was one factor that the movie’s success attributes. This is because other movies seek to have social networking as a minute aspect of advertising. However, with the changing technology world and with people turning to online and social media for information, The Hunger Games was able to capture that (Collins, 2012, 44).Brand Asset Valuator model was a marketing concept incorporated into the production of the movie and was effective enough to have the movie make huge market shares. Through this concept, few people get the privilege of testing a product and giving its reaction. Many movies of the contemporary times engage this aspect by
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Barnes, Brooks. 2012. How ‘Hunger Games’ Built Up Must See Fever. Retrieved on 15th November 2012 from
Kaitlin, Menza. 2012. Secrets from the Set of the Hunger Games: Seventeen, 71(4), 109-112.
Megan, Riesz. 2012. The Hunger Games: Great Book. Good Movie. Dangerous Video Game? Christian Science Monitor, 1201 (8), 34-39.
Karen, Velby. 2012. Game On. Entertainment Weekly, 1197 (23), 54-65.
Gundell, Sara. 2012. The ‘Hunger Games’ Among Growing Popularity of Movies. Retrieved on 15th November 2012 from
Sheth, Jagdish. 2010. Marketing Theories: Evolution and Evaluation. New York: Cengage Learning.
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