CoverGirl capitalizes on a new movie.

CoverGirl has announced its first-ever major movie sponsorship with Lionsgate’s “The Hunger Games: Catching Fire,” scheduled for release in North American theaters on November 22. A creative advertising campaign inspired by the film will feature new products from the bestselling brand’s upcoming Capitol Collection, which was used in the movie. The film’s makeup department used CoverGirl products on set to create the film’s luxurious, high couture looks.

“With ‘The Hunger Games: Catching Fire’ partnership, we wanted to redefine cosmetics’ relationship to film with a fantasy-meets-reality beauty experience,” said Esi Eggleston Bracey, VP and general manager, global P&G Cosmetics.