Lionsgate steered clear of product tie-ins with its blockbuster release of the “The Hunger Games,” but the sequel is a different story.
In the latest partnership for “The Hunger Games: Catching Fire,” the studio has struck a deal with upscale online fashion retailer Net-a-Porter to sell a line of clothing, accessories and leather goods inspired by the film this fall.
Whether star Jennifer Lawrence, who has a deal with fashion designer Christian Dior, will wear the clothes off camera is a matter for negotiation. The studio said, “It’s too soon to say.”
The 16-piece “Catching Fire” collection is being designed by the movie’s costume designer, Trish Summerville, who has styled Justin Timberlake and Pink and also designed the wardrobe for “The Girl with the Dragon Tattoo.” Summerville was just named Costume Designer of the Year at the Style Awards at Lincoln Center last night.
The Net-a-Porter tie-in is the latest of a slew of other partnerships. Lionsgate has already brought in Microsoft, Subway and Cover Girl. Such deals give studios extra advertising value, which in some cases can be worth up to $50 million.
The “Catching Fire” sequel is the most anticipated fall movie, according to a Fandango poll. Its Nov. 22 release will be followed by two other sequels, “Mocking Jay: Parts 1 and 2.”
The first “Hunger Games” film took in $152 million in its opening weekend and went on to ring up $691 million globally in 2012.
Clothing integrations are nothing new for the entertainment business. Warner Bros.’ “The Great Gatsby” got backing from Brooks Bros. earlier this year , while Banana Republic markets a “Mad Men” clothing line.