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    smart business

    The Hunger Games' stroke of marketing genius: Capitol Couture, an alternatereality fashion magazine

    Caitlin M. Ryan
    Feb 19, 2012 | 9:30 am

    The Hunger Games trilogy has long had a ravenous young fan base across the world, and with a movie adaptation premiering on March 23, Lionsgate Films knows just how to sell more tickets: create an alternate reality fashion magazine, “Capitol Couture,” that fully supports and supplements the movie's plot and characters. It’s the perfect dose of original content and sustained interaction for those who felt a void upon completing all three installments of The Hunger Games series.

    (Unfamiliar with the The Hunger Games? The official synopsis: “In the ruins of a place once known as North America lies the nation of Panem, a shining Capitol surrounded by 12 outlying districts. Each year, the districts are forced by the Capitol to send one boy and one girl [called 'Tributes'] between the ages of 12 and 18 to participate in the Hunger Games, a brutal and terrifying fight to the death — televised for all of Panem to see.”)

    In the futuristic Capitol, over-the-top fashion is central to a character's identity — even the Tributes fighting in the Hunger Games have assigned “stylists.” Followers of the trilogy are waiting with bated breath to see which designers will appear on-screen this March, and Capitol Couture heightens that anticipation by including the likes of Rodarte, Alexander McQueen, Mugler and Dior in the magazine’s feature articles.

    It's a genius marketing tactic. One that's engaging for both readers and advertisers alike, subtly packaging ads as entertainment — no overt pop-ups or pleas for clicks here.
    Most significantly, the entire website is built on a Tumblr platform so individuals can easily share and repost the magazine, effectively spreading an advertiser's name and product further and further along into each passionate fan's personal cyber world.
    The "Masthead" of Capitol Couture 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."
    Thus, in the "Capitol Look" section, the aforementioned fashion houses have supplied photos of various avant garde items in their own recent collections. When users click on Capitol Look posts, they are directed to the houses' actual sites or Facebook pages. You can bet that product placement didn't come free.

    Also included on the contributors list? You. In "Citizen Activity," user-generated content (mostly clever GIFs) is selected and sourced, linking back to the users’ personal Tumblrs. Further, "Profiles" of book characters, like Cinna and Effie, give readers even more background than was provided in the book. The "Guides" section includes a Capitol nail-embellishment how-to, sponsored by none other than China Glaze nail lacquer.

    Most significantly, the entire website is built on a Tumblr platform so individuals can easily share and repost the magazine, effectively spreading an advertiser's name and product further and further along into each passionate fan's personal cyber world.

    Actual direct-mail collateral (Capitol Couture business cards, T-shirts) was sent out to early-adopters who provided their email and mailing addresses in anticipation of the Capitol Couture launch. Within the collateral were passwords that lent recipients access to the site in advance of its official launch — which was kicked off by the fictitious Capitol's twitter handle @TheCapitolPN.

    And if you've got an extra keen eye, you might have noticed the domain is ".pn," an homage to the country of Panem. Now if that's not a fully-baked idea, I don't know what is.

    The Capitol Couture magazine is just one slice of The Hunger Games marketing pie (also developed: The Capitol's "government website") that allows users to feel a deeper connection to the characters in a way that text alone could not provide. Not only that, but the sites are sustainable and can be built upon as the sequels are released next Fall and Summer.
    For the next month until the film's release, millions of excited Capitol Couture fans are likely to visit the publication's “Intel” section, studying featured stills from the highly anticipated film. Lionsgate proves it has provided not only a robust playground where users can let their imaginations run wild, but also a discreet promotional platform where every click and impression counts for the advertiser.
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    Movie Review

    Star TV producer James L. Brooks stumbles with meandering movie Ella McCay

    Alex Bentley
    Dec 12, 2025 | 2:30 pm
    Emma Mackey in Ella McCay
    Photo courtesy of 20th Century Studios
    Emma Mackey in Ella McCay.

    The impact that writer/director/producer James L. Brooks has made on Hollywood cannot be understated. The 85-year-old created The Mary Tyler Moore Show, personally won three Oscars for Terms of Endearment, and was one of the driving forces behind The Simpsons, among many other credits. Now, 15 years after his last movie, he’s back in the directing chair with Ella McCay.

    The similarly-named Emma Mackey plays Ella, a 34-year-old lieutenant governor of an unnamed state in 2008 who’s on the verge of becoming governor when Governor Bill (Albert Brooks) gets picked to be a member of the president’s Cabinet. What should be a happy time is sullied by her needy husband, Ryan (Jack Lowden), her agoraphobic brother, Casey (Spike Fearn), and her perpetually-cheating father, Eddie (Woody Harrelson).

    Despite the trio of men competing to bring her down, Ella remains an unapologetic optimist, an attitude bolstered by her aunt Helen (Jamie Lee Curtis), her assistant Estelle (Julie Kavner), and her police escort, Trooper Nash (Kumail Nanjiani). The film follows her over a few days as she navigates the perils of governing, the distractions her family brings, and the expectations being thrust upon her by many different people.

    Brooks, who wrote and directed the film, is all over the place with his storytelling. What at first seems to be a straightforward story about Ella and her various issues soon starts meandering into areas that, while related to Ella, don’t make the film better. Prime among them are her brother and father, who are given a relatively small amount of screentime in comparison to the importance they have in her life. This is compounded by a confounding subplot in which Casey tries to win back his girlfriend, Susan (Ayo Edebiri).

    Then there’s the whole political side of the story, which never finds its focus and is stuck in the past. Though it’s never stated explicitly, Ella and Governor Bill appear to be Democrats, especially given a signature program Ella pushes to help mothers in need. But if Brooks was trying to provide an antidote to the current real world politics, he doesn’t succeed, as Ella’s full goals are never clear. He also inexplicably shows her boring her fellow lawmakers to tears, a strange trait to give the person for whom the audience is supposed to be rooting.

    What saves the movie from being an all-out train wreck is the performances of Mackey and Curtis. Mackey, best known for the Netflix show Sex Education, has an assured confidence to her that keeps the character interesting and likable even when the story goes downhill. Curtis, who has tended to go over-the-top with her roles in recent years, tones it down, offering a warm place of comfort for Ella to turn to when she needs it. The two complement each other very well and are the best parts of the movie by far.

    Brooks puts much more effort into his female actors, including Kavner, who, even though she serves as an unnecessary narrator, gets most of the best laugh lines in the film. Harrelson is capable of playing a great cad, but his character here isn’t fleshed out enough. Fearn is super annoying in his role, and Lowden isn’t much better, although that could be mostly due to what his character is called to do. Were it not for the always-great Brooks and Nanjiani, the movie might be devoid of good male performances.

    Brooks has made many great TV shows and movies in his 60+ year career, but Ella McCay is a far cry from his best. The only positive that comes out of it is the boosting of Mackey, who proves herself capable of not only leading a film, but also elevating one that would otherwise be a slog to get through.

    ---

    Ella McCay opens in theaters on December 12.

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