Lionsgate Brings The Hunger Games: Sunrise on the Reaping to New York Comic Con
As the countdown to the November 20, 2026 premiere of The Hunger Games: Sunrise on the Reaping accelerates, Lionsgate has unveiled a complimentary, immersive pop‑up that will greet attendees of New York Comic Con from October 8 through October 11. Situated directly opposite the Javits Center at 462 11th Avenue (38th St & 11th Ave), the experience invites fans to step into Panem without spending a dime.
A Journey Through District 12 and Beyond
The adventure begins in a meticulously crafted District 12 setting. Visitors encounter campaign‑style propaganda posters that have been subtly altered with spray‑painted rebellion markings, echoing the simmering unrest that fuels the narrative. From there, the path leads into an environment inspired by the floral motifs that define the 50th Hunger Games. Lush greenery, delicate butterflies, and oversized blossoms create a vivid contrast between beauty and impending danger, setting the tone for the challenges that await.
Next, guests are drawn deeper into the spectacle of the Games themselves. Towering digital displays showcase the key art for Sunrise on the Reaping, while a replica of the Caesar Flickerman stage captures the flamboyant broadcast style that has become synonymous with the Capitol’s televised extravaganzas. Interactive elements allow attendees to pose for photos that are later transformed into personalized, Sunrise on the Reaping‑inspired digital keepsakes.
Fan‑Centric Highlights
The first 100 guests who queue each day receive a commemorative NYCC 2026 poster featuring artwork from the film, a limited‑edition collectible that will quickly become a sought‑after souvenir. The pop‑up also serves as a canvas for the global “Paint Your Own Poster” initiative, highlighting fan‑generated art that celebrates the world of Panem.
To deepen the sensory immersion, Lionsgate partnered with Scentbird and Drift. Drift Home Scent Diffusers are woven throughout the venue, releasing subtle aromas that evoke the forest‑filled arenas and the metallic tang of the Capitol. At a dedicated Scent Station, visitors can preview two exclusive collaborations: “The World of The Hunger Games x Scentbird” and “The World of The Hunger Games x Drift,” offering a first‑hand look at fragrances set to launch alongside the film.
Practical Details
The experience operates on the following schedule:
- Thursday, October 8: 10 a.m. – 7 p.m.
- Friday, October 9: 10:30 a.m. – 7 p.m.
- Saturday, October 10: 10 a.m. – 7 p.m.
- Sunday, October 11: 10 a.m. – 5 p.m.
Admission is free and open to the public, making it an accessible highlight for both seasoned convention‑goers and newcomers eager to explore the dystopian universe Suzanne Collins created.
Voices Behind the Project
Dani Otero, Executive Vice President of Global Paid Media & Analytics at Lionsgate, emphasized the intent behind the activation:
“For New York Comic-Con fans, we wanted to create a Panem experience to remember and share. This immersive pop‑up puts you right in the world of Panem, the extraordinary world Suzanne Collins created, brought to life by our incredible filmmakers.”
The film itself, directed by acclaimed auteur Francis Lawrence, follows sixteen‑year‑old Haymitch Abernathy (Joseph Zada) as he navigates the reaping for the 50th Annual Hunger Games—also known as the Second Quarter Quell. Set twenty‑four years before the events of the original Hunger Games narrative, the story chronicles Haymitch’s uneasy alliance with fellow tribute Maysilee Donner (Mckenna Grace) and his participation in a coalition determined to undermine President Snow’s (Ralph Fiennes) tyrannical rule.
A stellar ensemble cast supports the lead, featuring Jesse Plemons, Glenn Close, Kieran Culkin, Elle Fanning, Maya Hawke, Whitney Peak, and Kelvin Harrison Jr. The production is spearheaded by Nina Jacobson, Brad Simpson, and Francis Lawrence, with a screenplay crafted by Billy Ray and Michael Lesslie, all rooted in Suzanne Collins’ best‑selling novel.
Why This Pop‑Up Matters
The Hunger Games: Sunrise on the Reaping NYCC experience offers more than a promotional stunt; it provides a tangible connection to the film’s themes of resistance, spectacle, and personal sacrifice. By integrating visual, auditory, and olfactory elements, Lionsgate ensures that attendees leave with a multi‑sensory memory that amplifies anticipation for the November release.
For anyone seeking a fresh, engaging way to celebrate the upcoming film while enjoying the vibrant atmosphere of New York Comic Con, this free immersive installation stands as a must‑visit destination.
