Promotional efforts for the upcoming Street Fighter film reached a new scale in New York City this week as a giant, functional-looking arcade cabinet appeared in the heart of Times Square. The installation serves as the centerpiece for the movie's marketing campaign, drawing crowds with live-action combat demonstrations featuring performers dressed as iconic fighters Ryu and Ken Masters.
Social media buzz surrounding the display intensified on Thursday after the film's official accounts shared footage of actor Noah Centineo, who portrays Ken Masters, executing a live-action version of the character's signature Hell Wheel move. The cabinet itself is designed with oversized controls, including a massive joystick and buttons, mirroring the classic aesthetic of the arcade era.
Directed by Kitao Sakura, the film boasts a sprawling cast that includes Andrew Koji as Ryu, Jason Momoa as Blanka, and David Dastmalchian as M. Bison. With the theatrical release scheduled for October 13, this high-profile stunt highlights the studio's push to build momentum for the adaptation. It remains to be seen if similar installations will appear in other major cities ahead of the premiere.
