I, along with most of the rest of the world it seems, am eagerly awaiting the release of the Hunger Games movie. It seems like there is a new article, photo, or video every day to help build up the hype. Recently I became aware of the existence of two very interesting marketing tie ins.
The first, announced a few weeks ago, is China Glaze’s Hunger Games Nail Polish line. It’s a collection of colors supposedly based on each of the districts, with names like Electrify (for District 5 – power), Foie Gras (for District 10 – livestock) and Smoke and Ashes (District 12, of course).
The second is the online Hunger Games fashion magazine, Capitol Couture. The magazines masthead states:
Whether you’re a Capitol fashionista seeking inspiration for your latest look or a District citizen tracking rumors about the Tributes and other celebs, Capitol Couture is the only place to turn for pictures and news reports on the fashion, trends and lifestyle that make Capitol living so grand.
While I fully admit to reading the magazine and I would certainly wear that nail polish, the whole idea of them leaves me with mixed feelings. I understand the idea behind marketing tie-ins and with a series that does comment on fashion quite frequently it’s an obvious choice. It seems like every day there is a new post or photo about the costumes. Capitol Couture, especially, seems exactly like something the residents of The Capitol would read. Using these tie-ins to bring attention to the movie and the book is to be expected. They could even be an excellent way to comment on the attitudes of The Capitol and their obsession with extreme personal appearance. However, I wonder if focusing so much on the fashion is causing everyone to forget what these books are ultimately about – a totalitarian government forcing children to kill other children for entertainment. Where’s the nail polish color for that?