The release of the popular novel-turned-film 'The Hunger Games' not only brought Jennifer Lawrence to it-girl fame, it propelled a modern interest in archery, the theme of post-apocalypse and the predator-prey dynamic. This is evident in the micro trends posted on Trend Hunter, as discussed by Chief Trend Hunter Jeremy Gutsche and CNN correspondent Henry Hanks.
Gutsche credits the archery/hunting phenomenon not only to the film, but to its heroine Katniss Everdeen. "There is an extra appeal that happens when you have one of the hottest pop cultural stars taking up any new sport," he explains, "and in this case it happened to be archery." Everdeen, played by previously mentioned it-girl Jennifer Lawrence, is a strong female character who is more akin to Joan of Arc than Cinderella or any docile female characters.
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Archery takes aim at pop culture in 2012
CNN ENTERTAINMENT
By: Henry Hanks
There's more to come: Lara Croft's return in the "Tomb Raider" video game will focus on archery, instead of a gun in each hand; and the next two "Hobbit" films have the promise of archers Bard the Bowman and Legolas.
Jeremy Gutsche, the chief trend hunter at Trendhunter.com, notes that "Google search volume for archery has remained relatively constant" for archery over the years, but that's not to say it hasn't made a splash: He saw archery-infused fashion shoots crop up this year.
However, he thinks a lot of it can be traced back to Jennifer Lawrence and the character of Katniss.
"There is an extra appeal that happens when you have one of the hottest pop cultural stars taking up any new sport, and in this case it happened to be archery."
CNN: Jeremy Gutsche on Archery and The Hunger Games
Cnn Jeremy Gutsche
Trend Themes
1. Archery in Pop Culture - The increased popularity of archery in pop culture, especially through movies like 'The Hunger Games' and 'Tomb Raider,' presents opportunities for businesses to innovate and capitalize on the trend.
2. Strong Female Characters - The resurgence of strong female characters in pop culture, such as Katniss Everdeen, signifies a shift in societal values that companies can tap into for disruptive innovation opportunities.
3. Post-apocalyptic Themes - The prevalence of post-apocalyptic and predator-prey themes in pop culture, reflected in archery's popularity, presents opportunities for businesses to create products and services that cater to this trend.
Industry Implications
1. Sporting Goods - The surge in archery's popularity as a sport and a cultural phenomenon presents opportunities for the sporting goods industry to create innovative new products to meet demand.
2. Fashion - The rise of archery-infused fashion shoots indicates that there is potential for fashion companies to capitalize on the trend and design archery-inspired clothing and accessories.
3. Entertainment - The increased presence of archery in popular movies, TV shows, and video games presents opportunities for the entertainment industry to create new content featuring the sport and its themes.