New York’s Times Square was transformed into a real-life fighting arena as part of a promotional stunt for the Street Fighter movie. The promotion included a larger-than-life gaming console setup that brought the iconic video game franchise to the streets of Manhattan.

In a video shared by Discussing Film on X, the setup featured performers fighting one-on-one on a live stage before a huge crowd. The clip also showed them reacting as the audience tapped the giant console buttons.

The setup quickly garnered the fans’ attention online. @FOSTER7864 called the marketing move “absolutely unhinged” and noted the live-action setup in Times Square is “genius.” @EntertainWired7 also echoed a similar view, calling it a “flex.” X user @furlan_mai31709 wrote, “Marketing level. 1000.”

Street Fighter is finding creative ways to connect with longtime fans

The latest public spectacle adds to the several fan-focused promotions from the filmmakers. In September, Paramount Pictures and Legendary Entertainment announced a “Bonus Round” Opening Night Fan Event. It takes place during select Opening Night screenings on Thursday, October 15, at 7 p.m. local time, a day before the film’s theatrical release.

However, these screenings are exclusive to IMAX and premium formats only, including Dolby Cinema, 4DX, D-BOX, and ScreenX. Attendees will receive limited-edition collectibles, including custom collector’s art prints and collectible character pin-back buttons, while supplies last. It will also include bonus content curated specifically for participating audiences. Early showtimes begin at 2 p.m. local time on October 15, with general tickets also available.

AMC Theatres has also announced an exclusive popcorn bucket styled after Guile’s flat-top haircut in the movie, which can also be worn on the head. Cody Rhodes, who plays Guile in the movie, has described the design as “ergonomic and aerodynamic.”

The movie stars Noah Centineo, Andrew Koji, Callina Liang, Roman Reigns, David Dastmalchian, Eric André, Andrew Schulz, Vidyut Jammwal, Curtis “50 Cent” Jackson, and Jason Momoa, among others.

The PG-13-rated film opens in theatres on October 16.

Originally reported on SuperHeroHype.