Paramount Pictures uses abandoned cars for Street Fighter marketing in São Paulo

Paramount Pictures has launched an urban marketing campaign in Greater São Paulo to promote the new Street Fighter film. Developed by the agency Leo Brasil, the initiative recreates the iconic 'bonus stage' from the classic video game franchise, where players must destroy a vehicle within a time limit.

The campaign utilizes abandoned cars found on the streets, positioning them in front of pixel art panels featuring characters such as Ryu, Blanka, and Chun-Li. These installations are designed to make the vehicles appear as though they have just been struck by the fighters, blending real-world urban elements with the game’s aesthetic to evoke nostalgia among fans.

Directed by Kitao Sakurai, the film follows characters Ryu and Ken Masters, played by Andrew Koji and Noah Centineo, as they are recruited by Chun-Li for a world tournament. The marketing strategy aims to extend beyond physical locations through digital content and influencer collaborations.