50 Cent and Noah Centineo Fight in Times Square Arcade Stunt

To promote the new Street Fighter movie, a promotional campaign featured an unusual arcade cabinet with real people replacing the characters.

As part of the promotion for the upcoming Street Fighter film adaptation, a giant arcade cabinet with live fighters was installed in Times Square in New York. Inside a glass structure mimicking a game screen, people dressed in Ryu and Ken costumes staged matches while passersby controlled them using massive buttons.

Movie cast members also took part in the event. In one of the videos circulating online, Curtis “50 Cent” Jackson plays against Noah Centineo while Andrew Schulz provides commentary.

In the film itself, Jackson plays the boxer Balrog, Centineo plays Ken, and Schulz plays Dan Hibiki. The role of Ryu went to Andrew Koji, and Callina Liang portrays Chun-Li. The cast also includes Jason Momoa as Blanka, Roman Reigns as Akuma, and David Dastmalchian as M. Bison.

The worldwide premiere of the new Street Fighter movie is scheduled for October 16, 2026.