Pre-launch › Trailer campaign · 20 Nov 2025 · T−365
Surprise teaser one year before release draws 109M views in a day
Lionsgate released an unannounced teaser and first-look images exactly a year before opening. Lionsgate said it drew 109M global views in 24 hours, its second-biggest launch after Michael that same month. A Hunger Games bundle on Apple TV reached No. 1 on Apple's charts the same night.
Why it matters
Dropping footage a full year out, on the release date's anniversary, made the date itself part of the message.
AnalysisThe numbers
- 109MTeaser views, first 24 hoursStudio-reported · Global, all platforms · as of 21 Nov 2025ConfirmedSource: Lionsgate (press release via Celluloid Junkie), DeadlineLionsgate's second-biggest trailer launch, behind Michael's 116M.
Details
- Date
- 20 Nov 2025 · T−365
- Phase
- Pre-launch › Trailer campaign
- Category
- Trailer & teaser
- Markets
- Global
- Led by
- Studio-led
- Partners
- Apple TV
- Channels
- YouTube, Instagram, TikTok, X
Sources 5
- The Hunger Games: Sunrise on the Reaping (2026) Official Teaser – Joseph ZadaLionsgate Movies (YouTube) · 20 Nov 2025 · youtube.com · PrimaryVerifies: Teaser published 20 November 2025; "in theaters & IMAX November 20, 2026"
- Lionsgate Scores Two Biggest Trailer Launches In Studio History This MonthLionsgate (press release via Celluloid Junkie) · 21 Nov 2025 · celluloidjunkie.com · SecondaryVerifies: 109M teaser views in 24 hours; Apple TV EST bundle hit No. 1; franchise gross over $3.4B
- '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
- 'The Hunger Games: Sunrise On Reaping': First Teaser Trailer RevealedDeadline · 20 Nov 2025 · deadline.com · SecondaryVerifies: Surprise teaser and first-look images one year before release; book first-week sales
- The Hunger Games: Sunrise on the Reaping Prequel Teaser TrailerThe Hollywood Reporter · 20 Nov 2025 · hollywoodreporter.com · SecondaryVerifies: Teaser released a year before the film
More from trailer campaign
13 Apr 2026 T−221
First official trailer
The trailer put Zada's Haymitch against Fiennes's Snow and showed most of the ensemble.
GLOBALConfirmed
Studio-led
14 Apr 2026 T−220
IMAX publishes its own "Filmed for IMAX" trailer
IMAX posted the trailer on its channel under its "Filmed for IMAX" label. Lionsgate's own videos say "in theaters & IMAX November 20".
GLOBALConfirmed
IMAX
16 Sep 2026 T−65
Second trailer and two posters, District 12 and the Capitol
A darker trailer showed the tribute parade and the arena's creatures, with Woody Harrelson's voice saying there are no winners. Two posters split the cast into District 12 and the Capitol.
GLOBALConfirmed
Studio-led