THR discussed a bump in archery sales because of The Hunger Games.


Any time a bow and arrow play a prominent role in a Hollywood hit (think Braveheart, Lord of the Rings orAvatar) the 29-year-old Lancaster Archery Supply in Lancaster, Pa., gets a bump in business.
But this time, in the four weeks since the The Hunger Games hit the big screen, the 55-employee distributor and manufacturer of target archery equipment has seen sales increase in a “profound way,” says President Robert Kaufold, who chalks it up to tweens and teens interested in emulating the sharp-shooting heroine Katniss Everdeen.
Indeed, the story has proven a fertile ground for entrepreneurs. Penned by Suzanne Collins, the plot involves a life-or-death game show in the post-apocalyptic future, where “tributes” from one of a dozen “districts” are pitted against the elements and each other.
Despite the dark elements, it’s game-on for all things Hunger Games-related.
Official merchandise -- everything from iPad covers and pajama bottoms -- has quickly hit the shelves. “It’s a licensing dream,” says Lacy J. Lodes, licensing director for Consor, a La Jolla, Calif. consulting firm that specializes in intellectual assets. Lionsgate, the studio behind the film, could potentially “make more money on the licensing than the movie itself,” she says.
In February, Lionsgate and print-on-demand company CaféPress teamed up to create an official online store hawking apparel, accessories and novelty goods tied to the movie. Many of the items on the site were designed by independent merchants, who make money when their items sell. Aficionados can support Katniss’ dueling love interests with “Team Peeta” and “Team Gale” T-shirts and stickers, or show their allegiance for individual districts with journals and tote bags.