Publicity stunts are nothing new, and the Gamemakers in Hollywood know how to get the machine running to promote upcoming films. Interestingly, although the film adaptation of Sunrise on the Reaping is not due in theaters until Thanksgiving, large publicity installations have been appearing around the world over the last few days. Massive floral sculptures, featuring images and text connected to Sunrise on the Reaping, started cropping up a few days ago. New installations have been reported in a variety of locations from Times Square to Milan, with giant snakes, mockingjays, and heaps of flowers figuring large. Each also includes a little sign with a quotation from the book that, presumably, will be in the film. Some of those phrases have already been included in the trailer. The folks over at Panem Propoganda have been posting updated photos and videos on Instagram and Facebook, as the huge sculptures, in addition to being impressive, are changing. The sign quotations have already changed on some of them, ominously switching out from Haymitch’s words to President Snow’s. New installations are being reported daily, and some are scheduled to be moved later this week. This is a developing story, and we’ll certainly know more in a few days, but here are a few preliminary thoughts on what may lie behind this interesting series of promotional pieces.
- Timing is everything. In addition to the fact that time plays an integral role in the Hunger Games novels, time is a big factor for publicity, Marketing gamemakers plan their campaigns like
Panem Propaganda’s Instagram is posting photos regularly, including this one.
they are landing troops at Normandy. So, these fantastic birds, snakes, and flowers are not being trotted out this week at random. There is certainly a practical motivation for the timing: April weather will be kinder in most cities, especially places like Chicago and New York, than snow storms or summer heat, extending the longevity of the installations, which appear to include some natural plants as well as synthetic ones. With the Easter holiday ambiance, flowers seem to fit right in, too. Interestingly, the timing does not line up with important dates from the novels, like July 4 (Reaping Day, Haymitch’s birthday) or May 8 (Katniss’s birthday). It’s also not connected to the novel’s release in paperback; that’s not scheduled until August.
Perhaps the intention is to create some sort of hubbub that will linger for the next six months or will lead up to the movie premiere, keeping the anticipation going. Or perhaps the movie gamemakers want to compete with the attention being paid to the new Harry Potter series or even with the marvelous moon mission of Artemis II. Since the working title of the first film, while it was being filmed in North Carolina, was Artemis, perhaps some clever person thought that would make this week a good time to crank up the publicity for the film, but it still seems peculiar. Since the style of the arrangements is distinctly that of the film publicity, not that of the book cover, it can safely be assumed that this is a movie event, not a text one. Some fans are speculating that another trailer will appear shortly. Only time will tell.
- Symbols in plain sight. As additional installations appear, everywhere from Athens to Bangkok, it is intriguing to see how the iconic images from the book covers and film posters are being used. Some look more like Haymitch’s birthday present flint striker given to him by Lenore Dove. Others showcase the flowers more prominently. The one in Times Square is all about the
Also from Panem Propoganda–https://www.instagram.com/p/DW1Pb0NEW7y/
snake, with sea-serpent-like humps along the sidewalk. Considering that one of the central themes of the books is the dichotomy between the mockingjay and the snake, the tension that plays out throughout the prequels as well as the original trilogy, it is interesting to note that some of the sculptures only feature one or the other animal. I have to wonder if there is any intent behind which versions went up in which city. However, I strongly suspect it has far more to do with what “looks good” in various locations and far less to do with the symbolic value of each installation and connections to the city where each one is placed.
I also find the synthetic and organic elements of each installation intriguing. While natural pieces have been used in some elements, I doubt they are like Rose Parade floats which must be entirely botanical. Some pieces must be artificial, and the whole real/not real thread of the novels is writ large on that canvas. I hope, for the sake of the citizens in these cities and the liability holders at these sites, that any plants that are used, unlike the ones in the Fiftieth Arena, are harmless. Anyone who is seen posing while petting one of those blue butterflies has clearly not read this book.
- Irony, Thy name is Hollywood.
As always , I continue to be mildly amused by the way Hollywood just leans right into its gamemaker role. This whole production has all the razzle-dazzle Plutarch Heavensbee could desire: the surprise, the mystery of where the next installation will appear, the drama and anticipation for the installations themselves and for whatever they herald. Just this morning, additional arrangements have been spotted in large public areas in Chile, Portugal, Norway, and the Philippines. Several of the newer sculptures appear identical or similar to others, implying there are only so many designs. Also, small arrangements have apparently been sent to press outlets with little cards that say “the gardens are nearly in bloom.” These are pretty, and, hopefully, not dangerous, although there are some varieties that are toxic if eaten.
In locations where there have been announcements, the installations are apparently only going to be on site for a few days. Then, presumably, they go elsewhere. There is speculation galore about where one will next appear. I really don’t expect one over in District 12, although I am sure my Eastern Kentucky family members will let me know if one crops up in Cumberland Gap. They are not appearing in rural places, but in urban centers, in Times Square, not in front of a Dollar General in coal country. In other words, they are presented for the entertainment of Capitol citizens, like the Games themselves. Does the fact that some of the quotations change to chilling words that come from the mouth of President Snow indicate that the marketing folks understand this irony?
The fan frenzy for the film adaptations of these movies has long puzzled me. These are heartbreaking, tragic stories. This one is the origin story of a chronic alcoholic and misanthrope, whose devastating losses help shape him into an effective, if completely damaged, sleeper agent. I found the book to be brilliant, painful, and powerful. One young reader I know literally described it as “wonderful. Don’t make me read it again.” That is an appropriate response, and while I appreciate re-reading the novel to gain deeper insights, I have never understood the Beatle-mania response to these films, as though they were only a good time. It’s a bit like treating Titanic like a big fun adventure at sea instead of a powerful reminder of loss, resilience, and what makes us human or not.
Whatever the big reveal is in a few days, we’ll continue to ponder the deeper implications of this interesting, Capitol-worthy marketing campaign.
If you see one of the installations or have your own thoughts, please join our conversation!
Hollywood’s complete utter lack of self awareness continues to amaze me in regard to the film adaptations of these books. And I agree with your dismay by people getting excited in anticipation of seeing such dark material on screen. Before reading the books, I could not understand the hype for the stories (I only knew of the film frenzy). I thought they were profound once I read the books. But, alas, as with most book to film adaptations, I mostly get angry watching them. I will watch this one to see how they do it but at the same time am also not looking forward to the botched job they will likely do in going from page to screen.