Objectives
During its opening weekend, Catching Fire earned $158.1 million domestically – the biggest opening ever for the month of November, as well as the sixth-biggest opening of all-time. Leading to its release date, Digital Media Management fueled fan excitement on social media by highlighting the critical acclaim, focusing that the biggest Games yet had to be seen opening weekend, and targeted key talent’s fanbase by creating tailored countdown images for them to share.
As the special Thursday 8pm and midnight showings began, we engaged with fans by encouraging them submit photos of their costumes, tickets, and movie-going experience using the movie’s hashtag on Twitter, Instagram and Tumblr. Through the weekend, we engaged with fans and shared stellar entries, which prompted fans to want to join in the experience, buy tickets with their friends, and dress up and make it an event to watch Catching Fire opening weekend.
Over Thanksgiving weekend, the social media campaign continued in high gear with Catching Fire once again heating up the box office and earned $109.9 million from Wednesday to Sunday, setting a new record for the holiday weekend. Keeping a close eye and engaging with influencers on social media was also part of Digital Media Management’s role, and some celebrity Influencers that gave glowing tweets included Jaden Smith, Tyler Oakley, Kylie Jenner, Chord Overstreet, Hayley Williams, Ellen DeGeneres, and Emma Roberts. The success of this movie’s social media campaign came from the high engagement levels between the movie and its fan base. We asked fans to share their own reviews, which generated tremendous positive reactions, and encouraged them to watch it (or see it again) with their friends and loved ones over the long weekend by tweeting who they were taking to see it with.
