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Google Creates “District Voices” for Lionsgate’s Hunger Games Film

The Hunger Games: Mockingjay - Part 1

The Hunger Games: Mockingjay – Part 1

Leading entertainment content company Lionsgate (NYSE: LGF) is teaming with Google to introduce District Voices, the latest campaign in Google’s Art, Copy & Code project to promote The Hunger Games: Mockingjay – Part 1 film, the two companies announced Monday.

Mockingjay – Part 1 is the third film in the global blockbuster Hunger Games franchise that has already grossed more than $1.5 billion at the worldwide box office.

District Voices is a five episode series on YouTube that brings to life Panem, the fictional world of The Hunger Games, through videos featuring YouTube creators. Each episode of the series was created with a different creator, whose channel content aligns with a specific industry from one of the districts of Panem.

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The videos were concepted and developed with the team from the YouTube Space LA and filmed on location there, and around Los Angeles. They provide a window into an expanded world of The Hunger Games and deliver original content to the fan bases of both the films and the individual YouTube creators.

Presented as programming from Capitol TV, the government-sanctioned television network of The Hunger Games, District Voices is an example of how YouTube is trying to reach the 18-34 year-old audience.

“Our mission has always been to engage our Hunger Games fans in the most innovative and authentic ways possible,” said Lionsgate’s EVP of Digital Marketing Danielle De Palma.

Google’s Art, Copy & Code is a series of projects that explore new ways for brands to connect with consumers.

Said Google’s director of Creative Partnerships, Ben Malbon: “YouTube is the best place to build a fanbase. This collaboration with Lionsgate showcases how brands can harness the power of Google and YouTube to reach their core audience.”

The Hunger Games: Mockingjay – Part 1

The Hunger Games: Mockingjay – Part 1 is directed by Francis Lawrence from a screenplay by Peter Craig and Danny Strong, from an adaptation by Suzanne Collins and produced by Nina Jacobson’s Color Force in tandem with producer Jon Kilik.

The novel on which the film is based is the third in a trilogy written by Suzanne Collins that has over 65 million copies in print in the U.S. alone.

The Hunger Games: Mockingjay – Part 1 opens in theatres on November 21.

Photo courtesy: Lionsgate

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