Reading the Sunrise rollout calendar

For a franchise whose marketing used to arrive like a flood, the Sunrise campaign has been unusually disciplined: measured asset drops, no leaks of consequence, and long deliberate gaps in between. That’s not how this series behaved in the 2012–15 cycle, when whole tribute galleries landed in a week.

Read against the 2023 Songbirds & Snakes rollout, the shape so far suggests Lionsgate is holding its biggest material for the final quarter — which makes the September five-film rerelease look less like nostalgia programming and more like a starting gun. Expect the cadence to tighten from there: character material, then format and ticketing announcements, then the late-October press push.

The AU-specific beats we’re watching: when Roadshow locks preview sessions, when premium formats go on sale, and whether the local campaign gets its own assets or inherits the US cut.