Lionsgate (NYSE: LGF), a premier next generation global content leader, is teaming with Google to introduce DISTRICT VOICES, the latest campaign in Google’s Art, Copy & Code project to promote The Hunger Games: Mockingjay – Part 1, the two companies announced today. Mockingjay – Part 1 is the third film in the global blockbuster Hunger Games franchise that has already grossed more than $1.5 billion at the worldwide box office.
DISTRICT VOICES is a five episode series on YouTube that brings to life Panem, the fictional world of The Hunger Games, through videos featuring popular YouTube creators. Each episode of the series was created with a different creator, whose channel content aligns with a specific industry from one of the districts of Panem.
The videos were concepted and developed with the team from the YouTube Space LA and filmed on location there, and around Los Angeles. They provide a window into an expanded world of The Hunger Games and deliver original content to the passionate fan bases of both the films and the individual YouTube creators. Presented as programming from CAPITOL TV, the government-sanctioned television network of The Hunger Games, DISTRICT VOICES is a leading example of how YouTube is emerging as the best place to reach the key 18-34 year-old audience.
Global fan communities are watching more than 9 billion hours of video each month on YouTube, and the creators who participated in DISTRICT VOICES have a combined base of over 4.9 million subscribers and more than 550 million video views.
“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.”
Google’s Art, Copy & Code is a series of projects that explore new ways for brands to connect with consumers through experiences that people love, remember and share. Said Google’s Director of Creative Partnerships, Ben Malbon: “YouTube is the best place to build a fanbase. This collaboration with Lionsgate showcases how brands can harness the power of Google and YouTube to reach their core audience when they are engaging with the content they are most passionate about and where they are spending the majority of their time.”
View the DISTRICT VOICES trailer now and tune-in to Capitol TV each day this week starting at 4pm ET/ 1pm PT:
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.
The Hunger Games: Mockingjay - Part 1 opens in theatres everywhere on November 21.
The worldwide phenomenon of The Hunger Games continues to set the world on fire with The Hunger Games: Mockingjay - Part 1, which finds Katniss Everdeen (Jennifer Lawrence) in District 13 after she literally shatters the games forever. Under the leadership of President Coin (Julianne Moore) and the advice of her trusted friends, Katniss spreads her wings as she fights to save Peeta (Josh Hutcherson) and a nation moved by her courage. The Hunger Games: Mockingjay - Part 1 is directed by Francis Lawrence from a screenplay by Peter Craig and Danny Strong, from an adaptation by Suzanne Collins and produced by Nina Jacobson's Color Force in tandem with producer Jon Kilik. The novel on which the film is based is the third in a trilogy written by Suzanne Collins that has over 65 million copies in print in the U.S. alone.
About YouTube Spaces
YouTube Spaces are state-of-the-art production facilities designed specifically for YouTube creators to produce digital video content, from production and editing through uploading to YouTube. Run by YouTube's in-house experts, the Spaces serve as a creative production facility for both established and emerging YouTube creators who are part of the YouTube Partner Program. Located in Los Angeles, London, Tokyo and New York, YouTube Spaces enable creators to learn from industry experts, collaborate with other creators, and have access to the latest production and post-production digital video equipment -- all available at no charge by YouTube provided you qualify and your application to use the Space is accepted. For more information, please visit www.youtube.com/space.
About Lionsgate
Lionsgate, home to The Hunger Games, Twilight and Divergent franchises, is a premier next generation global content leader with a strong and diversified presence in motion picture production and distribution, television programming and syndication, home entertainment, digital distribution, new channel platforms and international distribution and sales. Lionsgate currently has more than 30 television shows on over 20 different networks spanning its primetime production, distribution and syndication businesses, including such critically-acclaimed hits as the multiple Emmy Award-winning Mad Men and Nurse Jackie, the comedy Anger Management, the broadcast network series Nashville, the syndication success The Wendy Williams Show and the critically-acclaimed hit series Orange is the New Black.
Its feature film business has been fueled by such recent successes as the blockbuster first two installments of The Hunger Games franchise, The Hunger Games and The Hunger Games: Catching Fire, the first installment of the Divergent franchise, Now You See Me, Kevin Hart: Let Me Explain, Warm Bodies, The Possession, Sinister, Roadside Attractions' A Most Wanted Man, Lionsgate/Codeblack Films’ Addicted and Pantelion Films' breakout hit Instructions Not Included, the highest-grossing Spanish-language film ever released in the U.S.
Lionsgate's home entertainment business is an industry leader in box office-to-DVD and box office-to-VOD revenue conversion rate. Lionsgate handles a prestigious and prolific library of approximately 16,000 motion picture and television titles that is an important source of recurring revenue and serves as the foundation for the growth of the Company's core businesses. The Lionsgate and Summit brands remain synonymous with original, daring, quality entertainment in markets around the world. www.lionsgate.com
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