The Hunger Games: Mockingjay Part 2, the next installment in the blockbuster movie series, will hit theaters in the fall, and by then, we'll all be revolutionaries.
That's the idea behind an early, excitement-building campaign that broke yesterday, placing billboards with close-cropped shots of the Hunger Games rebels' iconic three-finger salute in urban centers around the world.
In the latest movie, the last in the four-part series, rebellion has spread through the post-apocalyptic America successor known as Panem; the billboard campaign puts rebel sympathizers everywhere, too.
"The revolution is about all of us," Doug Lloyd, svp of theatrical marketing at Lionsgate, the studio behind the franchise, told Adweek. "Which means that these movies are for everybody."
A similar campaign before Mockingjay Part 1 was instead presented as propaganda from Panem's rulers. (And, surprisingly, the three-finger salute has, in fact, been embraced by real-world rebels. Pro-democracy protesters in Thailand last year began using the gesture to protest a coup there.)
The saluting hands in the new Hunger Games campaign don't belong to the cast—which includes Jennifer Lawrence, Josh Hutcherson, and Donald Sutherland—or even to professional models. Rather, they're regular people of varying ages, genders and ethnicities found through personal connections and photographed by Lionsgate CMO Tim Palen, Lloyd said. The goal was hands that represent real people, Lloyd said.
The billboards appear in 21 locations in 18 different countries, including Times Square in New York, along with Wilshire Boulevard in Los Angeles, a shopping mall in London and an airport in Munich, Germany.
Others can be found in Australia, Brazil, Canada, Columbia, El Salvador, Finland, France, Italy, Japan, Mexico, Nicaragua, Russia, Spain, Sweden and Uruguay.