Hunger Games: Catching Viewers - Alex Petrilli

But how will Lionsgate get the word out to the other 2705 million US residents over the age of twelve who have not viewed the trailer on the Internet Television still proves to be one of the most valuable assets a theatrical studio has at its disposal In fact this past summer has seen a precipitous increase in the aggregate number of national television spots for motion picturesAccording to boxofficemojo the first installment of The Hunger Games scored an opening weekend bounty of 1525 million with a total domestic gross of 408 million on a production budget of 78 million The Websitemockingjaynet your source for The Hunger Games is reporting that the production budget for Catching Fire is double that for the original film placing it in the 150 million range That39s a very healthy investment for a studio whose typical release schedule consists of horror films the Twilight Saga and Tyler Perry comediesBased on that information it is evident that Lionsgate will want to develop a successful laser focused national television campaign with the first order of business being the selection of the proper target Hmmm P1834 Not young enough P1224 Too young P1249 Too broad How about a target based on the people who saw The Hunger Games in the theater during the spring of 2012 Wait you can do that We canEnter the TiVo Research and Analytics Television Panel For the past two years as part of our monthly survey we have asked our panel members what movies they saw in the theaters during the previous month as well as what movies they had heard of and what movies they intended to see Armed with their responses we can anonymously match panelists39 movie attendance to their television viewing behaviors Hey Lionsgate It might interest you to know that over on the broadcast side during the fourth quarter of 2012 The Mindy Project and New Girl were the topindexing primetime programs when comparing the rating for The Hunger Games theatergoers to overall household ratings We don39t want to disparage any specific programs but you might want to avoid Law ampamp Order SVU and CSI both of which had minimal overlap with Hunger Games viewers On the cable side of the dial you might consider MTV39s The Inbetweeners AMC39s Comic Book Men and of course Firefly on the Science ChannelHalf of the production costs for a film are typically invested in apromotional campaign That puts the Lionsgate marketing budget for Catching Fire at 75 million Hot indeed Here39s hoping Lionsgate spends it well and that Katniss can continue to outmaneuver the CapitalOne final clarification The Hunger Games trilogy is being converted into a quadrology Like Harry Potter and the Deathly Hallows which was released as a twopart series finale The Hunger Games Mockingjay is already scheduled to be released as two separate films in November of 2014 and 2015The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Hunger Games: Catching Viewers - Alex Petrilli

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