The "Hunger Games" movie series kicks off this week, following an energetic social media campaign that draws on Facebook, Twitter, YouTube and Tumblr, along with mobile games and a red-carpet live stream. Lionsgate digital marketing chief Danielle DePalma used color-coded spreadsheets to plan the monthslong campaign down to the minute, and was careful to avoid appearing to come on too strong. "People used to be OK with studios telling them what to like. Not anymore. Now it's, 'You don't tell us, we tell you,' ” DePalma says.

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