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Tuesday, March 27, 2012

Lionsgate Used Taylor Lautner’s Popularity to Promote ‘The Hunger Games’

Apparently Lionsgate made good use of Taylor’s popularity when he was promoting Abduction last year! Here is what The Hollywood Reporter is reporting!
Hunger Games — the big-screen adaptation of Suzanne Collins’ best-selling young-adult novel starring Jennifer Lawrence, Josh Hutcherson and Liam Hemsworth – was little known on U.K. shores 12 months ago but despite unseasonable warm barbecue weather for March, still managed to open with more than twice the box office of the first Twilight film here.
Lionsgate U.K. co-founder and chief executive Zygi Kamasa told The Hollywood Reporter that a big part of the U.K. release strategy began with the source novel and worked closely with the book’s publisher Scholastic here to do just that.
While Lionsgate was rolling out the Lautner-starrer Abduction in September last year, the savvy distributor gave the first 20,000 theatergoers a copy of Colllins’ book.
“In the U.S. there really wasn’t a need to build awareness for the book in the same way as we had to here,” Kamasa said.
Head HERE to read more!

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