Lionsgate Films is heightening the marketing campaign for the final installment of "The Hunger Games" movie franchise as the studio gears up for the worldwide premiere of "The Hunger Games: Mockingjay Part 2" later this month.
The film production outfit has collaborated with Fiat Chrysler Automobiles to heighten the marketing campaign for the much anticipated action sci-fi movie. According to Detroit News, their deal will include several national television and radio spots as well as a major sponsorship in the film's Hollywood red carpet premiere scheduled on Nov. 16.
Fiat Chrysler Chief Marketing Officer Olivier Francois's statement about the marketing collaboration reads: "Our collaboration with 'The Hunger Games' and Lionsgate is a great example of what can be done that's unexpected. The association with such an anticipated and popular movie provides an exceptional relevance to our message."
Lionsgate's SVP of Global Partnerships and Promotions Paula Kupfer stated that the film outfit was excited to work with the Italian automaker, saying that the "highlight the wealth of the entire 'The Hunger Games' franchise through each iconic brand's individual story."
Part of their deal includes four 30-seconder co-branded TV ads bearing the automaker's Chrysler, Ram, and Dodge brands to promote the film's premiere date on Nov. 20.
Two of the ads, titled "Whistle" and "Playing with Fire" from Dodge, will focus on Katniss Everdeen's (Jennifer Lawrence) rebellious side, while Chrysler's "Where You're Going" shows her evolution from a reluctant, stubborn rebel leader to becoming the staunch defender of Panem's liberty against the tyrant rule of President Snow (Donald Sutherland). "The Official Truck of Heroes" ad from Ram aims to recognize the people behind the multibillion movie franchise.
Meanwhile, Lawrence and her co-stars Liam Hemsworth and Josh Hutcherson earned the prestige of having their hand and foot prints immortalized at the iconic TCL Chinese Theatre last weekend. The three earned their marks for their roles of Katniss, Gale Hawthorne, and Peeta Mellark, respectively, based on the dystopian adventure novels written by Suzanne Collins.
"We are very grateful, I think I can say that on behalf of everyone here for the Hunger Games. I can't remember your names, I'm just kidding, I know everybody," Lawrence shared during the ceremony.
"The Hunger Games: Mockingjay Part 2" will be released in the U.S. on Nov. 20.
