I’ve spoken before about companies employing viral marketing and creating advertising campaigns that tie-in to upcoming blockbuster movies. Audi created a commercial for the new Star Trek movie with Leonard Nimoy and Zachary Quinto. Gillette had YouTube videos of different celebrities talking about Man of Steel before it’s release. We’ve seen these campaigns work for both the company and the soon-to-be-released movie.
It’s become common practice to take advantage of the media blitz surrounding a big-budget film. But it’s normally only a matter of advertising, like slapping a movie name on to a product (as in the case of many soda companies putting new movie names on their cans). However, I recently noticed a company actually creating a whole new product line inspiredby a film that won’t be released until November.
CoverGirl recently announced a new make-up collection called the “Capitol Collection” that is based on The Hunger Games: Catching Fire, due out in theatres November 22nd. The line includes nail polish and decals, mascara, and lip gloss that were all inspired by the fictional world of Panem that is depicted in the books and movies. The make-up artist, Dotti, has created twelve very specific images to promote the make-up, which was actually used on the actors in the film, to represent the twelve districts of Panem.
I can understand the novelty appeal for fans of The Hunger Games to wear this kind of make-up. But I have to wonder what kind of demand they will actually have, and whether a product line like this is cost effective. As an advertising gimmick, it seems fantastic. The pictures are stunning, and the fashions and make-up in the films are sufficiently spectacular and ridiculous to promote a make-up company. However, it’s not normally socially acceptable to walk around looking like Elizabeth Banks in the films. The make-up is too over-the-top to be anything but a gimmick. I’ll be curious to see if the new collection is a successful product, or just an expensive advertisement.