Marketing · Activation
Sunrise on the Reaping Cornucopia Experience Opens at Westfield London, Not Australia
Lionsgate and Westfield are running a free, ticketed Hunger Games activation in London from 30 October, with a clip shown nowhere else. Nothing has been announced for Australian Westfields.
Lionsgate and Westfield will open The Hunger Games: The Capitol Experience, a free, ticketed activation for Sunrise on the Reaping, in The Atrium at Westfield London from 30 October to 23 November. Visitors get a Cornucopia installation, interactive moments built around the film, exclusive collectibles and a world-exclusive film clip that will screen only inside the activation.
That last item is the headline for fans: footage that, for now, plays nowhere else. It also lands two days after the Westfield London fan screening listed for 28 October, which still hasn’t been formally announced by Lionsgate UK.
No Australian activation has been announced. The London event is run by Westfield Rise, the retail media arm of Unibail-Rodamco-Westfield (URW), which operates Westfield centres across the UK and Europe. Australia’s Westfields are a different business: they are run by Scentre Group, an ASX-listed company that has operated the Australian and New Zealand centres separately since the 2014 Westfield split. A URW campaign does not flow here automatically.
What’s inside
Confirmed by Westfield Rise and Lionsgate:
- A Cornucopia installation
- Interactive moments inspired by the film
- Exclusive collectibles
- A world-exclusive clip, available only to visitors attending
Westfield London’s poster for the activation. The date at the foot is the UK release; Australia gets the film a day earlier, on 19 November. Image: Westfield London / Lionsgate.
Westfield’s official event page fills in the route. Visitors start with a photo at a large recreation of the flint striker, Haymitch’s songbird-and-snake keepsake, then collect a Westfield London-exclusive stamp at points around the space that builds into a Cornucopia, layer by layer. The final room is The Hex, which Westfield describes only in terms of the Capitol’s persuasive power, and the visit ends on the exclusive clip.
Book readers will catch two details in that copy. The flint striker is Lenore Dove’s engraved birthday gift to Haymitch, handed over on reaping morning (our piece on the official replica). And the page bills the Cornucopia as about to be relocated to the arena for the Second Quarter Quell, where 48 tributes compete, double the usual count.
Tickets are free but must be booked through Westfield. Dedicated sensory-friendly sessions are also listed for visitors with sensory processing disorders, ADHD, autism and other disabilities.
The wider campaign
Westfield is backing the London event across its own social, CRM, digital, editorial and in-centre channels. Supporting marketing will also run at Westfield Täby Centrum in Sweden and Westfield Mall of the Netherlands, with further campaign activity at Westfield Chodov in Prague. None of those three has been announced as a full activation.
Retail Technology Innovation Hub reports Lionsgate is treating Sunrise on the Reaping as its biggest above-the-line campaign of 2026, spanning TV, outdoor, radio, social, influencer and brand partnerships.
“Westfield London provides the stage for a standout fan experience.”
Mel Lalou, Director, Westfield Rise Northern Europe
The Australian picture
The London experience runs through release. Australians get the film first, on 19 November 2026, but the London clip will have been playing in The Atrium for nearly three weeks by then.
Any local equivalent would have to come from Roadshow and Scentre Group, or from an Australian cinema chain. We’ll update this story if one is confirmed.
For London tributes, the Cornucopia opens on 30 October. Everyone else waits for the reaping.
The Hunger Games: Sunrise on the Reaping is directed by Francis Lawrence and stars Joseph Zada, Whitney Peak, Mckenna Grace, Elle Fanning, Jesse Plemons and Ralph Fiennes. It opens in Australian cinemas 19 November 2026, a day ahead of the US.
Sources: Westfield London (event format, The Hex, tickets, poster); Retail Technology Innovation Hub (event details, Lalou quote, campaign scale); Retail Gazette (URW’s acquisition of Westfield’s international business).
