Lionsgate, 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.
“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.”
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.
