In case you missed this amid all the hubbub regarding the release of the movie Hunger Games:
The film company Lionsgate, which produced the blockbuster movie based on books about a post-apocalyptic, oppressive and divided America where the poor are starving, abused and also enlisted for gladiator-like sport, threatened to sue Oxfam for riffing off the popular movie to launch its campaign “Hunger is Not a Game.”
As the New York Times reported:
Lionsgate contacted Oxfam requesting that they immediately remove any mention of Hunger Is Not a Game — Oxfam’s campaign to mobilize “Hunger Games” fans to learn about international food justice — from all of their Web sites because it was “causing damage to Lionsgate and our marketing efforts.”
As Oxfam’s Seattle coordinator Jon Scanlon mentioned to me the other night at the Humanosphere ChangeUp: “It’s kind of ironic … since the movie is about an oppressive government trying to divert attention away from the fact that people are poor and hungry.”
After an angry, shaming social media onslaught, Lionsgate backed off its threat to sue the humanitarians — and decided to be humanitarian itself.
This kind of web-mediated consumer push back against corporations for a social cause appears to be an encouraging new trend, writes Courtney Martin in the New York Times’ piece:
The incident can be seen as part of a larger developing story about the ways in which the Internet and its savviest fans are threatening corporate control (think, for example, of the response to the highly controversial Stop Online Piracy Act last October). Slack explains, “Hollywood was not sending an olive branch to the youth demographic that they depend on; they were attempting to whack us over the head with a large branch, rendering us unconscious consumers. It’s simply not going to work this way anymore.”










