Netflix’s steamy billboards let you feel Chris Hemsworth’s damp forehead

Netflix is taking advertising to a whole new level with their latest marketing stunt. In Los Angeles and New York, the streaming giant has unveiled two interactive billboards that sweat, allowing passersby to get up close and personal with Chris Hemsworth’s wet forehead as part of the promotion for his movie “Extraction 2.”

A promotional video released by Netflix showcases people’s reactions as they encounter the unique display, ranging from awe to disgust. One woman even jokes about collecting the sweat droplets and selling them. According to Variety, the sweating billboards are a “first-of-its-kind innovation” that replicates the actor’s pores by laser-cutting small holes into his forehead.

 

View this post on Instagram

 

A post shared by Netflix US (@netflix)

The billboards are connected to a water supply through a series of tubes, pumping Hemsworth’s “sweat” through the holes to mimic the consistency of real perspiration. While some may find this marketing move bizarre, Netflix sees it as an opportunity to engage and interact with fans in a memorable way.

Netflix’s chief marketing officer, Marian Lee, explained that fans crave interactive experiences and want to participate in photographable moments. With the rise of social media platforms like Instagram, there is a growing demand for tangible and shareable content.

The success of “Extraction 2” underscores the impact of such marketing strategies. The film attracted a staggering 42.8 million viewers within its first three days on the platform, securing its spot as the most viewed title of the week on Netflix. This achievement has already led to the announcement of “Extraction 3,” leaving audiences curious about what innovative marketing approach Netflix will employ next.

“It’s an interesting dilemma,” Lee remarked. “Who knows what insane innovation will be around when ‘Extraction 3’ comes to Netflix.”