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The Hunger Games: Use the Hype to Market Your Business

Stocks in this article: LGF SCHL CLUB

1. Walk Like "A Katniss Everdeen"
Since The Hunger Games was filmed in the Blue Ridge Mountains of western North Carolina, tourism officials in Asheville, N.C., are promoting movie-inspired travel packages.

Visitors can choose a Movie Star & Survival Package focusing on movie-specific "Districts" or take a "Walk Like 'A Katniss Everdeen'" hike.

The tourism division is also promoting a contest in which a winner will be invited to a "Free Hunger Games Survival Getaway." The winner will be announced April 11.

2. Train Like a Tribute
The parent company to New York, Boston, Philadelphia and Washington, D.C., Sports Clubs, Town Sports International (CLUB), is promoting "Train Like a Tribute" Hunger Games-inspired workout classes offered for the next four weeks to coincide with the release of the movie.

The class, free to members and nonmembers, puts together cardio and strength-training exercises that would resemble skills "crucial to survival in the Hunger Games arena," including archery, tree climbing, speed work and strength training, Town Sports says. Exercise names include "Katniss Kickbacks," "Sprint to the Cornucopia" and "Peeta Presses."

It's an offshoot of Town Sports' newest small-class training model, Ultimate Fitness Experience, or UXF, called a "comprehensive, body-changing workout combining a metabolic, anaerobic conditioning program with compound strength training to increase flexibility, agility, strength and endurance." Eight-session packages normally cost $299 (that's on top of a member's regular monthly fee or for nonmembers who just want to take the class), but to promote the kickoff, the company is offering a special promotion of $150 for members and $200 for nonmembers.

The Ultimate Fitness Experience is "designed to get the most of out of your fitness level in a short amount of time," Town Sports CEO Bob Giardina says. And, although there's a heck of a lot more at stake, " The Hunger Games really has the same philosophies."

3. The Mockingjay.
New York City-based bar consultant and spirits expert James Moreland created The Mockingjay cocktail, which will be featured in two of his client restaurants -- Toscano's on the Upper East Side and Lido in Harlem. Inspired by the luxury and excess-centric inhabitants of the Capitol of Panem, the drink is a combination of Frangelico, sour cherry macerate and cherry brandy.

Since The Hunger Games spans a diverse audience, Moreland thought the drinks would be a fun way to spice up the menus at the restaurants for a couple of days while the movie kicks into high gear, says spokeswoman Katie Leggett of Deussen Global Communications.

The hope is that the innovative cocktail will draw attention to the restaurants and increase patrons' awareness of them, she adds.

Happy Hunger Games, and may the odds be ever in your favor.


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Disclosure: TheStreet's editorial policy prohibits staff editors, reporters and analysts from holding positions in any individual stocks.
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