Pepsi Starry Astrophage Burst arrives at Regal as a Project Hail Mary tie-in

Pepsi starry astrophage burst is launching as a limited-edition, space-themed soda under Drips by Pepsi, sold at Regal theatres in 24-ounce servings for about $7. 99, with prices varying by location. The drop is timed to the theatrical rollout of Project Hail Mary, positioning a concession-stand drink as part of the film’s broader release moment rather than a standalone beverage launch.

The details released around the drink make clear what Pepsi is trying to do with Drips: turn familiar brands into event-style “drops” that feel collectible, location-specific, and tied to a pop-culture hook. In this case, that hook is a sci-fi property with specific lore—and a product design that visually leans into it with a deep purple color and candy toppings meant to evoke the movie’s characters and imagery.

Pepsi Starry Astrophage Burst at Regal

The new drink is exclusive to Regal theatres as part of Pepsi’s Drips by Pepsi custom beverage line, which is only available at Regal locations. Drips by Pepsi is described as being currently available at nearly 300 Regal theatres, giving the rollout a defined footprint rather than a nationwide, retail-shelf play.

Pepsi starry astrophage burst starts with a base of Starry lemon-lime soda and then adds blue raspberry and cherry flavors. The finished drink is described as a deep purple “space-inspired sip, ” a deliberate shift away from Starry’s usual clear look. On top, it adds candy berry gummy clusters; one description compares them to Nerds Clusters in look, but shaped to match Rocky, a character from Project Hail Mary. The pattern suggests the product is engineered to be noticed at the counter and in-hand—color, toppings, and a named flavor that reads like a limited run—rather than to quietly expand Starry’s core lineup.

Pricing anchors the drink as a concession premium item: about $7. 99 for a 24-ounce serving, with the caveat that the final cost depends on location. That detail matters because it frames the drink less as an everyday soda purchase and more as an add-on experience within the theater setting.

Project Hail Mary tie-in timing

The release schedule is unusually explicit: the drink drops on March 13, ahead of the film’s theatrical release on March 20. One account notes it will likely be available while the movie is still in theatres, with the expectation that it will not remain long once the tie-in window closes. Even without a stated end date, the emphasis on “won’t be around for a while” signals a short availability cycle designed to push early visits rather than sustained, long-tail sales.

The flavor name also pulls directly from the movie’s internal terminology. An “Astrophage” is described as an alien microorganism in Project Hail Mary that infects stars and is pivotal to the plot, connecting the product not just to the film’s title but to its world-building. That choice raises the bar for how much the beverage depends on the movie’s cultural momentum: it reads as a reference for fans, but it can also feel opaque to customers unfamiliar with the story. The figures point to a strategy that assumes the theater environment—posters, trailers, and the release calendar—can do some of the explanatory work at the point of purchase.

The marketing language around the drink reinforces that experiential intent, describing it as bringing an “interstellar adventure” to the concession stand with playful nods that “remix the way you sip. ” Still, the tangible execution is straightforward: a lemon-lime base, two added fruit flavors, and a candy topping that changes texture and appearance.

Drips by Pepsi drop playbook

Both descriptions place Starry Astrophage Burst inside a broader Drips by Pepsi lineup rather than treating it as a one-off. The lineup named includes Pepsi’s Cherry Boba Burst, Starry’s Dragon Fruit Blast, and Tropicana’s Cotton Candy Lemonade. That roster suggests the program’s core mechanic: recognizable brands, unexpected mix-ins, and flavors that are more playful than traditional permanent offerings.

There is also a promotional layer attached to the purchase occasion. Customers who buy a large Starry and popcorn together can enter for a chance to win a trip to Iceland, tying the concession bundle to a sweepstakes theme inspired by the film’s journey. The pattern suggests Pepsi and Regal are using the drink to drive bundled transactions—pairing beverage and popcorn—rather than measuring success only by how many specialty sodas sell on their own.

One point of potential friction is simple consumer confusion: despite an opening riff that references movie theaters broadly, the drink is explicitly described as exclusive to Regal theatres, not other major chains. That exclusivity is the selling point, but it also means awareness must be precise—customers need to know where to find it, and the drop’s value depends on that restricted access.

For now, the key open question is duration: no end date is confirmed for how long Pepsi starry astrophage burst will remain available at Regal. If it tracks the movie’s theatrical window as implied, the data suggests the strongest demand will cluster between the March 13 drop and the early phase of Project Hail Mary’s March 20 release.