How Netflix Created Billboards That Drip Sweat to Promote Chris Hemsworth’s ‘Extraction 2’
variety.comRebecca Rubin Film and Media Reporter Chris Hemsworth dangles from skyscrapers, dodges a fiery helicopter and survives several bludgeons to the head as former black ops mercenary Tyler Rake in Netflix’s blockbuster sequel “Extraction 2.” Now, onlookers can feel (literally!) the sweat that drips from Hemsworth’s chiseled face during those unrelenting, death-defying sequences through interactive billboards in New York City and Los Angeles.
It’s all part of Netflix’s unconventional marketing strategy for the film, one that’s designed to make viewers at home feel like they are part of the action.
Directed by Sam Hargrave, “Extraction 2” picks up as Tyler Rake, back from the brink of death, embarks on a risky mission to save the imprisoned family of a ruthless gangster. “The movie is adrenaline-packed,” says Netflix’s chief marketing officer Marian Lee. “We really think about testing new things.
We have traditional billboards, too. But the sweaty billboards were great.” A first-of-its-kind innovation, Netflix constructed billboards of Tyler Rake that have technology to make it look like the hulking character is perspiring as intensely as he does on screen.
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