DAVID GREENE, HOST:
If you're a "Hunger Games" fan - OK, I'll admit I saw the new movie on opening night - then you're familiar with its bow-hunting hero, Katniss Everdeen. Well, it turns out her character has given a boost to the sport of archery, especially among girls.
From member station KUNC in Greeley, Colo., Grace Hood reports.
GRACE HOOD, BYLINE: The indoor shooting range at Archery In The Wild in Northern Colorado used to be dominated by camouflage and hunters. But on this Saturday morning, the archery range is dotted with ponytails and 7-year-old girls like Y'Jazzmin Christopher.
Y'JAZZMIN CHRISTOPHER: I hit one on another target. I hitted one in the red, one in the black - actually two in the black...
HOOD: Following in the footsteps of the "Hunger Games" heroine Katniss Everdeen was one reason Y'Jazzmin came through the door here this fall.
ALICIA CHRISTOPHER: Y'Jazzmin, focus.
HOOD: Sitting behind the archers is Y'Jazzmin's mom, Alicia. She says it's positive reinforcement that's kept her daughter coming back. Y'Jazzmin competed in her first tournament earlier this month.
CHRISTOPHER: Watching the way that she's developed confidence in what she's doing, like, she's very confident. She used to be a really shy person but now she's, like, opening socially.
HOOD: Alicia Christopher recently purchased a so-called recurve bow for Y'Jazzmin. It cost about $130. And while that sounds pricey, shop owner Boyd Wild says high demand for recurve bows - the type Katniss uses in the "Hunger Games" - makes it hard to keep some models in stock.
BOYD WILD: I've had some traditional bows ordered since June and they're supposed to come in next week. So it's taking about five months to get traditional bows right now. I mean it's just going nuts all over the United States.
HOOD: Boyd and many in the archery industry are poised to capitalize on the surging interest in the sport. Compare that to 2012, when the first installment of the "Hunger Games" came out.
DENISE PARKER: We didn't see that coming.
HOOD: Denise Parker, CEO of USA Archery, the governing body for the Olympic sport, says the boom following the first movie caught many by surprise.
PARKER: We've had archery in other movies, but never kind of that whole momentum at one time.
HOOD: Overall membership in USA Archery has more than doubled over the last two years. And Parker says there's room for more growth. In early November, the Archery Trade Organization funded an ad campaign encouraging kids and teens to give the sport a try. [POST-BROADCAST CORRECTION: The correct name of the group that funded the campaign is the Archery Trade Association.]
PARKER: So that the imagery and message, it's all a very new look for archery and we've all collectively got behind it. I guess it's kind of our Got Milk campaign, so to speak, for the industry.
HOOD: For some archery shop owners though, there's a tension between growing the business and offering quality classes.
STEWART KING: If we were to advertise, as opposed to just word of mouth, it would be insane.
HOOD: Stewart King is a certified coach with USA Archery, and owns the shop and indoor shooting range Rocky Mountain Archery in Fort Collins, Colo. In some places, getting into a Junior Olympic archery development program is open to anyone. But for King's team, you have to try out.
KING: Up until now, we've capped the team at 40 shooters so that we can give the kids one-on-one direction - because if I just throw a massive number at it, no one is going to get better.
HOOD: USA Archery is increasing efforts to train and certify more instructors to meet the growing demand. Back at the shop Archery In The Wild, 7-year-old Y'Jazzmin Christopher is wrapping up her Saturday morning practice session, and the "Hunger Games" is on her mind.
Y'JAZZMIN: We have the book in the car.
CHRISTOPHER: And she has already read it. What kind of bow is she shooting?
Y'JAZZMIN: She's shooting a recurve, which is just like me.
HOOD: Y'Jazzmin and her mom, Alicia, are headed off next to watch the latest "Hunger Games" movie. And with two more films yet to come in the series, it looks like the odds may ever be in archery's favor.
For NPR News, I'm Grace Hood.