New Version of Peeta Portrait Revealed in Interview with Lionsgate CMO
A new interview with Lionsgate’s Chief Marketing Officer, Tim Palen, has popped up on Scribd, and it gives us a very insightful look into the thought that goes into marketing for the studio’s films.
As you may remember, Palen is the man in charge of the whole marketing strategy behind The Hunger Games franchise, which not only earned him several awards and gained him spots on many high-profile lists such as Fast Company‘s “100 Most Creative People in Business” and Entertainment Weekly‘s “50 Smartest People in Hollywood,” but also greatly contributed to making the first Hunger Games movie a resounding box office success last year. Thankfully he stayed on as CMO after the merger with Summit, and he is currently at the helm for the Catching Fire marketing campaign– which is at a high following the release of our newest trailer.
The franchise is mentioned several times during the interview, which goes to show how big and important it is for Lionsgate. Here’s a bit of what he has to say about the movie.
JM: LIONSGATE ALLOTS SMALLER BUDGETS TO MARKETING THAN MOST OTHER STUDIOS. IS THIS SOMETHING THAT YOU SEE CHANGING IN THE FUTURE, PARTICULARLY WITH LARGER MOVIES SUCH AS CATCHING FIRE?
The growth of Lionsgate over the years has been amazing. It’s in the DNA of the whole company to do more with less – and the continued success of any growing company hinges on not forgetting where you came from. We pride ourselves on being creative and resourceful – and success hopefully means more opportunities with some amazing new partners in crime. But big success doesn’t mean bigger ad budgets. It’s not how we got here and frankly it’s not necessary.
JM: HOW CHALLENGING WAS IT TO APPEAL TO A WIDE AUDIENCE IN A MOVIE LIKE THE HUNGER GAMES?
There were a lot of challenges in marketing a beloved book especially knowing that it was the first of four films in a series. The best decision we made was to take our queues from the book – and we consider the words of Suzanne Collins to be our bible in marketing the film.
JM: WHAT ARE THE SPECIFIC QUALIFIERS TO TAKE INTO ACCOUNT WITH YOUR NEXT MARKETING CAMPAIGN…YOU JUST RELEASED THE FIRST TEASER FOR CATCHING FIRE(WHICH GOT OVER 28M VIEWS IN A LITTLE OVER A WEEK) BUT I’M SURE THERE WERE MANY CHALLENGES.
[...] Probably the most satisfying thing I saw after the release of the teaser was a fan comment on one of the blogs that posted the trailer. I tend to be overly obsessive about reading and monitoring real fan reaction to the materials. This one comment did the most to reassure me that we had hit the mark with the new teaser trailer: “Shit’s getting real.” It doesn’t get better than that.
Francis Lawrence is quoted in the article as calling Palen “amazing. A true artist.” High praise from our director!
The interview was also accompanied with several pieces that were part of Palen’s marketing campaigns, such as a few of the Capitol Portraits we’ve already seen, but surprisingly enough it also includes what seems to be an outtake from Peeta’s Capitol Portrait photo shoot, which Palen shot himself (see above). Our favorite baker is looking dashing, don’t you think?
Be sure to go through the interview, it’s truly a very interesting read. And remember to tell us what you think of both the article and this new picture of Peeta! Hey, you never know when the Lionsgate CMO himself might be reading your comments.
Thanks to our reader Étienne for letting us know about this.