Pre-launch › World-building & partnerships · 18 Mar 2025 · T−612
Book launch with a global reading campaign run with Lionsgate
On publication day Collins read from chapter one on the Hunger Games Books channels in partnership with Lionsgate, and influencers read the same passage in their own languages. Scholastic registered more than 1,000 launch events and sent 2,500 event kits. Waterstones held 110 midnight parties in the UK.
Why it matters
The book did the film's first audience-building. It sold 1.5 million copies worldwide in its first week, the series' biggest debut.
AnalysisThe numbers
- 1.5MFirst-week book salesWorldwide, copies · as of 21 Nov 2025ReportedSource: Deadline1.2M of these in the US. Publisher figure as reported by Deadline.
- 1,000+Registered launch eventsStudio-reported · Scholastic event tracker, before publication · as of 13 Mar 2025ReportedSource: Publishers Weekly
Details
- Date
- 18 Mar 2025 · T−612
- Phase
- Pre-launch › World-building & partnerships
- Category
- Fan event
- Markets
- United States, United Kingdom, Global
- Led by
- Partner-led
- Partners
- Scholastic
- Channels
- Instagram, TikTok, Bookstores
Sources 3
- Scholastic Harnesses Buzz Around 'Sunrise on the Reaping'Publishers Weekly · 13 Mar 2025 · publishersweekly.com · SecondaryVerifies: Publication-day social campaign with Lionsgate, influencer readings, 1,000+ registered events, 2,500 event kits
- Waterstones launches Sunrise on the Reaping with 110 in-store midnight partiesThe Bookseller · 18 Mar 2025 · thebookseller.com · SecondaryVerifies: 110 Waterstones midnight launch parties in the UK
- 'Hunger Games: Sunrise On The Reaping' Teaser Reaps 109M Views In First DayDeadline · 21 Nov 2025 · deadline.com · SecondaryVerifies: 109M global views in 24 hours, Lionsgate's second-biggest after Michael's 116M; book sold 1.5M worldwide and 1.2M in the US in week one
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