Pre-launch › Hype acceleration · 07 Oct 2026 · T−9
A walk-in arcade cabinet in Times Square with live fighters inside
Paramount set up a giant cabinet where passers-by used oversized buttons and a joystick while stunt performers dressed as Ryu and Ken fought behind the glass. Centineo and Eric André joined in, TechEBlog reported.
Why it matters
The stunt turned the game's controls into street theatre and gave every passer-by something to film.
AnalysisReported by entertainment blogs only; the cast appearance rests on one outlet.
Details
- Date
- 07 Oct 2026 · T−9
- Phase
- Pre-launch › Hype acceleration
- Category
- Experiential & immersive
- Markets
- United States
- Led by
- Studio-led
- Partners
- Noah Centineo, Eric André
- Channels
- Experiential, Social
Sources 2
- Strangers in Times Square Controlled Real Fighters Inside a Giant Street Fighter CabinetTechEBlog · 08 Oct 2026 · techeblog.com · SecondaryVerifies: Performers as Ryu and Ken controlled by passers-by; cast appearance
- Street Fighter's Genius Strategy on Times Square Is Marketing's Most Legendary MomentFandomWire · 07 Oct 2026 · fandomwire.com · SecondaryVerifies: Times Square arcade-cabinet stunt
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