Hunger Games Marketing Plan

Hunger Games Trilogy

Lions Gate Films Situation Analysis for the Catching Fire Move

Fans Waiting for the Hunger Games Tickets (Orden, 2012)

Business Description -- Movie Industry

motion picture industry includes about 95,000 companies with supporting 2.2 million jobs, and nearly $137 billion in total wages in 2009 (MPAA, 2011). The largest companies in the industry include household names such as the Walt Disney, Sony/MGM, Paramount, Twentieth Century Fox, Universal, and Warner Brothers. These studios are generally part of large publicly traded media companies. Although there are a large number of firms who compete in this industry, the bulk of revenues in the industry are highly concentrated: the 50 largest companies account for roughly eighty percent of total industry revenues. There a large number of firms in the industry that are target to towards various niche services including creative talent, equipment, technical expertise, and various technical production and distribution services.

The pricing strategies in this industry are largely set by industry trends. For example, production companies have little control over what they can charge for ticket prices and DVD rentals. As opposed to adjusting the price to find a sufficient demand level for their products and services, companies in this industry must use creativity and marketing to increase demand from the market.Advertising in this industry has always been on the cutting edge of marketing techniques. Most recently, social networking has been utilized along with new marketing concepts such as tribal marketing (Hamilton & Wagner, 2011).

Lion Gate has many strengths in which it can play to. First of all, in regards to The Hunger Games trilogy, the first movie in the series was a blockbuster success that broke the $400 million mark in domestic sales (Orden, 2012). Therefore the company can play to this extremely loyal customer base. Furthermore, the company has performed well despite the economic downturn and its effects on the industry in general (Caris, 2012). Some of the weaknesses that Lions Gate must work to overcome are the relatively low amounts of consumer disposable income as well as the problems associated with pirating and copyright infringement.

2. Market Analysis

Demand is in the industry is largely driven by consumer preferences, which is also highly correlated with the state of the economy and, more specifically, on consumer disposable income. The profitability of individual companies depends on their ability to appeal to their target market. Major revenue streams for feature films include: box office ticket sales,….....