So far, the marketing tie-ins for the Hunger Games franchise have included songs from Arcade Fire, Taylor Swift, and Coldplay, and a whole fashion magazine dedicated to the movie’s opulent costumes. It’s certainly a lot more impressive than your run-of-the-mill viral marketing campaign.
Unfortunately, some of these ploys are starting to seem a lot like a case of life imitating art. And when your source material is a dystopian story about oppression and child murder, that’s probably something you want to avoid.
For example, it already seemed slightly ironic that unpaid teenagers were helping to drive the early social media campaigns, but then came the official product endorsements from weirdly inappropriate corporations like CoverGirl makeup, and… Subway.
The Hunger Games films are filled with beautiful costumes, hair and makeup, with many of the main characters decked out in gorgeous outfits inspired by designers like Alexander McQueen, but all this glamor is purposefully symbolic of a shallow and wasteful society that gives impoverished teenagers a makeover before sending them to their death. For a series that so heavily emphasizes the dangers of consumerism and vanity, it’s pretty ironic to have so many major public endorsement deals in the first place. CoverGirl’s makeup line (which “celebrates” the 12 Districts that work to support the super-rich Capitol) is basically the equivalent of a Star Wars marketing campaign inviting fans to join the Empire as an entry-level Stormtrooper. [READ MORE]