#Unite - Salute Marketing for 'The Hunger Games' Launches Globally
by Alex Billington
June 19, 2015
Unite. Unite to take down the Capitol. Unite to show your support for Katniss. Lionsgate has launched a very ambitious global marketing campaign titled "#Unite" that is based on the three-finger salute from The Hunger Games. The grand finale, Mockingjay - Part 2, is only a few months away at this point and the studio is making sure to go all out with this conclusion. Years ago when the first Hunger Games movie was coming out, I suggested to a marketing exec the idea of focusing on the iconic salute (used in a few powerful scenes so far) as a way to rally fans behind Katniss in real life. It's awesome to finally see them taking on this idea and turning it into a global hype machine, and it's definitely going to work. This is going to be very big.
The note from Lionsgate: "In 18 countries around the globe, The Hunger Games iconic '3-Finger salute' was unveiled on high profile buildings, billboards and locations, including Times Square in New York, Westfield Centre in London, Colonne di San Lorenzo in Milan and Novy Arbat Avenue in Moscow. The hands used in the synchronized global outdoor advertising campaign were created from 6 images of people ranging from ages 8 to 80, both men and women and from all nationalities." For the full list of locations and details on the #Unite campaign, visit thehungergames.movie. Here's some shots of the banners from around the world:
Here's a set of six new salute posters to go along with the Mockingjay #Unite billboard launch this week:
The Hunger Games: Mockingjay - Part 2 is once again directed by Francis Lawrence and written by Peter Craig & Danny Strong. With the nation of Panem in a full scale war, Katniss (Jennifer Lawrence) confronts President Snow (Donald Sutherland) in the final showdown. Teamed with Gale (Liam Hemsworth), Finnick (Sam Claflin), and Peeta (Josh Hutcherson) – Katniss goes off on a mission with the unit from District 13 as they risk their lives to stage an assassination attempt on President Snow who has become increasingly obsessed with destroying her. The mortal traps, enemies, and moral choices that await Katniss will challenge her more than any arena she faced before. Lionsgate will release this finale on November 20th.