“The Hunger Games” bypasses traditional TV advertising to gain success

Movies studios have traditionally relied on TV advertising to promote their latest movie releases. However, the recent success by Lion Gate has illustrated that movies studios need not spend big bucks on TV commercials to gain blockbuster success with “The Hunger Games”.

As reported by The West Australian, “The Hunger Games” harnessed social networks such as Facebook, YouTube and Twitter, stoking interest in moviegoers. Since the release in March, “The Hunger Games” has made $375 million at the box office.

This meant Lions Gate marketers likely spent $15 million to $20 million less than a larger Hollywood studio might have, using a campaign heavier on television advertising, Lions Gate Entertainment Corp Chief Executive Jon Feltheimer said during a conference in Los Angeles this week.

Movie studios spent $2.9 billion last year to advertise their movies on TV, according to Kantar Media, which advises agencies and brand owners on media strategies.

What can be learnt from this instance is that you have to know your target audience well, where they frequent then reach out to them accordingly. Leading Australian brands will be in Sydney in November to share on how they are reaching out to their target audience and how effective those channels are.