Tim Palen, the head of marketing for Lionsgate said, "When we started, we decided to look at this as one big movie that's eight hours long. Otherwise, it's going to be kind of overwhelming to do a new campaign for each movie." He also added that he saw the biggest potential in international growth and that they matched Iron Man 3 domestically, but were aiming to improve internationally for the two Mockingjay films. He revealed in an interview with Variety that there would be reveals of the marketing campaign at the Cannes Film Festival in May and San Diego Comic Con in July.
On May 14, 2014 TheHungerGamesExclusive.com was launched.
- Three stills from the movie, featuring Woody Harrelson, Julianne Moore, Philip Seymour Hoffman and Jeffrey Wright with an additional behind-the-scenes still of director Francis Lawrence and Mahershala Ali.
- A page from the script of Part 1 was also released in addition to a motion poster, with the tagline, "Fire burns brighter in the darkness.
Paris, some of the cast and crew including Lawrence, Hutcherson, Hemsworth, Claflin, Moore, Sutherland, Lawrence, and Jacobson attended the 2014 Cannes Film Festival for a photo shoot and party bash to excite international investors.
Return of TheCapitol.PN a "government" website for Panem which was used throughout the promotion for the previous two films.
The website opened registrations for "citizens of Panem" to register with their email to receive updates for Capitol TV.
TheCapitol.PN viral site released a video titled "President Snow's Address - 'Together As One'" featuring a speech by Donald Sutherland, in character as President Snow addressing the citizens of Panem and warning them that if they fight the system, they will be the ones to face the repercussions. This became the most viewed video on Youtube in June 2014.
This film was able to target a wide range of audiences due to the way it was marketed online. They have made it seem like something that was happening in real life by making the Capitol Tv. Everything that was done seemed very grown up and not childish, as its biggest audience is teens.
Budget - $125 million
Earned $123 million across 4,151 locations.
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