New York Comic Con kicks off with the debut of a digital billboard on Times Square for "War for the Planet of the Apes," the upcoming third chapter in Fox's rebooted sci-fi franchise.

The teaser depicts the image of Caesar seemingly formed from falling snow, accompanied by (slightly remixed) dialogue from 2014's "Dawn of the Planet of the Apes": You must go ... before fighting begins. I'm sorry... War ... has ... begun." With the last word, the ape leader's visage is scattered by the wind.

Actor Andy Serkis, who plays Caesar, will be joined by director Matt Reeves and producer Dylan Clark tonight at New York Comic Con for the premiere of exclusive behind-the-scenes footage from "War for the Planet of the Apes." He'll then return Friday afternoon for a conversation about his career, followed by a fan Q&A.

RELATED: "War for the Planet of the Apes" Synopsis Teases Epic Battle

The film is the sequel to 2014’s “Dawn of the Planet of the Apes,” which picked up a decade after the Simian Flu wiped out 99 percent of the world’s human population, leaving apes with genetically enhanced intelligence to start to build their own civilization. Against that backdrop, Caesar’s colony of apes is pushed into a conflict with a group of human survivors, opening the door to the larger war to come.

Here's the official synopsis for "War for the Planet of the Apes":

In "War for the Planet of the Apes," the third chapter of the critically acclaimed blockbuster franchise, Caesar and his apes are forced into a deadly conflict with an army of humans led by a ruthless Colonel. After the apes suffer unimaginable losses, Caesar wrestles with his darker instincts and begins his own mythic quest to avenge his kind. As the journey finally brings them face to face, Caesar and the Colonel are pitted against each other in an epic battle that will determine the fate of both their species and the future of the planet.

The convention screening will be held today 8:30 p.m. at the Regal E-Walk Theater (247 W 42nd St. in New York City. The spotlight on Serkis is at 3 p.m. Friday at the Theater at Madison Square Garden (4 Pennsylvania Plaza in New York City).

Arriving in theaters July 14, 2017, "War for the Planet of the Apes" also stars Woody Harrelson, Steve Zahn, Judy Greer, Karin Konoval, Amiah Miller, Terry Notary