Savvy distributor gave away copies of Suzanne Collins’ first novel to the first 20,000 moviegoers watching "Abduction."
According to The Hollywood Reporter,
LONDON – To help chalk up this year’s biggest British box office opener to date with £4.85 million ($7.69 million), Lionsgate’s awareness campaign for Hunger Games used the star power of Taylor Lautner, of Twilight franchise fame.
Hunger Games -- the big-screen adaptation of Suzanne Collins'best-selling young-adult novel starring Jennifer Lawrence,Josh Hutcherson and Liam Hemsworth – was little known on U.K. shores 12 months ago but despite unseasonable warm barbecue weather for March, still managed to open with more than twice the box office of the first Twilight film here.
Lionsgate U.K. co-founder and chief executive Zygi Kamasa toldThe Hollywood Reporter that a big part of the U.K. release strategy began with the source novel and worked closely with the book’s publisher Scholastic here to do just that.
While Lionsgate was rolling out the Lautner-starrer Abduction in September last year, the savvy distributor gave the first 20,000 theatergoers a copy of Colllins’ book.
"In the U.S. there really wasn’t a need to build awareness for the book in the same way as we had to here," Kamasa said.
"We [Lionsgate U.K.] spent a lot of time working with Scholastic [the book’s publisher] to get teenagers to read the book," Kamasa said. "For example we (also) partnered with Samsung and produced a mini-booklet on Hunger Games with pictures from the set of Lawrence and Hutcherson, Hemsworth and we printed the first two chapters of the book and dished out 500,000 copies to people buying Samsung TVs," Kamasa said.....
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