Westfield Rise and Lionsgate launch Northern European campaign for The Hunger Games: Sunrise on the Reaping with exclusive immersive experience

Partnership spans the UK, Sweden, Prague and the Netherlands, combining a flagship fan experience with a multi-market marketing campaign for one of the year’s biggest film releases

Westfield Rise, the in-house retail media agency of Unibail-Rodamco-Westfield (URW), has partnered with Lionsgate to launch The Hunger Games: The Capitol Experience, an exclusive immersive activation at Westfield London. Running from 30th October to 23rd November, the free ticketed experience will give fans the chance to step into the world of Panem ahead of the release of one of the year’s most anticipated films.

Located in The Atrium at Westfield London, the experience will feature a spectacular Cornucopia installation, interactive moments inspired by the film, exclusive collectibles and a world-exclusive film clip available only to visitors attending the activation.

The activation forms part of Lionsgate’s wider campaign for The Hunger Games: Sunrise on the Reaping, which the studio has described as its largest above-the-line campaign of 2026, spanning TV, VOD, outdoor, social, digital, radio, PR, influencer and brand partnership activity.

For Lionsgate, the partnership goes beyond hosting an activation in a high-profile location. Through Westfield Rise, the studio is combining a live fan experience with a broader marketing campaign designed to build awareness, drive engagement and generate conversation around the film.

Westfield will support the campaign through its owned marketing channels, including social media, CRM, digital platforms, editorial content, in-centre media and ticketing communications, helping audiences discover and engage with the experience before and throughout its run.

While The Capitol Experience will be exclusive to Westfield London, the partnership also extends across URW’s Northern European portfolio. Supporting activity at Westfield Täby Centrum and Westfield Mall of the Netherlands will help amplify the campaign through local marketing, social content and customer communications, building anticipation for the film in the lead-up to release.

Together, Westfield London, Westfield Täby Centrum and Westfield Mall of the Netherlands attract nearly 55 million annual visits, giving the wider campaign significant reach across Northern Europe. Additional campaign activity will also take place at Westfield Chodov in Prague.

Mel Lalou, Director of Westfield Rise, Northern Europe, said: “The Hunger Games is one of the world’s most recognisable entertainment franchises, with a fanbase that actively wants to engage with the story beyond the screen. Westfield London provides the stage for a standout fan experience, while activity across our destinations in Sweden and the Netherlands helps build excitement for the film across Northern Europe.”

For Westfield Rise, it’s a strong example of how we help brands extend campaigns beyond a single activation through the reach of our destinations and marketing channels.”

Westfield Rise offered the ideal combination of destination scale, creativity and marketing reach. Together, we’re creating an experience that fans will want to visit, share and talk about while building excitement for the film across key markets in Northern Europe.”