MARKETING OF MOCKINGJAY PART 1: JAPAN & NORTH KOREA 1
The Marketing of Hunger Games: Mockingjay Part 1 in Japan and North Korea
Christopher M. Clements, Miriam S. Loya, Jacob R. Mumma
Longwood University
2
The purpose of this study is to understand how the producers of the film Hunger Games,
specifically Hunger Games: Mockingjay Part 1, utilize different marketing strategies in
international markets. The study also looks to determine the success rate of these strategies
based on the total profit that the film gained in Japan and South Korea. Marketing strategies
have been changing rapidly with the advancements of technology and social media, especially in
regards to enticing foreign markets. A franchise as well know as the Hunger Games is all but
guaranteed to do well at the American box office, but the ability to sell the film to internationally
is a major factor in the film’s overall success. Asian cultures have adopted the passion for
American cinema in the past, and this study provides insight on how exactly studios are able to
reach those audiences.
