Hunger Games: The Ballad of Realities and Ratings

Client: Lionsgate

In 2023, Lionsgate faced the challenge of releasing a Hunger Games prequel after an 8-year gap, with an unfamiliar cast and stiff competition from high-budget films. Our strategy focused on creating an immersive experience by merging the fictional world of Panem with reality. This included a partnership with ITV’s Big Brother, where a live recreation of the Hunger Games was integrated into the show, complete with teaser blipverts and interactive voting.

The campaign’s innovative approach paid off. 1.7 million viewers tuned into the Hunger Games Big Brother episode, generating significant social media buzz and achieving a 30% audience share. Commercially, the movie exceeded expectations, earning 20.43% more than its target at the Box Office.