Lionsgate is partnering with Google’s Art, Copy & Code project to promote the studio’s upcoming “Hunger Games Mockingjay – Part 1” with special episodes of YouTube content.
The campaign, called “District Voices,” is a five-episode series that will give life to Panem, the fictional world of “The Hunger Games,” via videos from popular YouTube creators. Each episode features a different YouTube personality whose channel content aligns with a specific industry from Panem. They will be presented as programming from Capitol TV, the government-sanctioned television network seen in the film.
“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. “We cannot think of a better partner than these incredible YouTube stars, who truly bring new content to life in the world of Panem and extend our storytelling to online audiences in exciting new directions.”
The videos were developed with the team at YouTubeSpace LA and filmed on location at the space and around Los Angeles. The creators who participated in “District Voices” have a combined base of over 4.9 million subscribers and more than 550 million video views.
Users can tune-in to Capitol TV each day this week starting at 4pm ET/ 1pm PT. The schedule includes:
Monday, October 20 – District 8: Rob Czar & Corinne Leigh, co-helmers of the ‘Threadbanger’ YouTube channel, show how to best make use of excess Peacekeeper armor.
Tuesday, October 21 – District 2: Shane Fazen, of the ‘fightTIPS’ YouTube channel, showcases the training and techniques required to be a Peacekeeper in Panem.
Wednesday, October 22 – District 5: Derek Muller, known for the mind-blowing experiments and scientific discussions on his YouTube channel ‘Veritasium’, demonstrates new ways in which the Capitol may generate its electricity in the future.
Thursday, October 23 – District 9: Jimmy Wong & Ashley Adams, best known for their ‘Feast of Fiction’ YouTube channel, demonstrate baking techniques from Panem’s Grain District.
Friday, October 24 – District 6: iJustine’s Justine Ezarik, gives a glimpse at the driving force that proudly supports the transportation needs of Panem’s vaunted Peacekeepers.
“Mockingjay – Part 1” is the third film in the “Hunger Games” franchise that has already grossed more than $1.5 billion at the worldwide box office. The latest installment opens on Nov. 21.