Chris Hemsworth’s performance as former black ops mercenary Tyler Rake in Netflix’s “Extraction 2” is having a hard time getting connected with the audience. To bring viewers closer to the action, Netflix has launched an unconventional marketing campaign featuring interactive billboards in New York City and Los Angeles that literally drip with sweat, replicating the intense perspiration of Hemsworth’s character during the film’s thrilling sequences. Although it is not accessible for people in India, those living in LA and NYC can have the pleasure.
The construction of these billboards involved a groundbreaking technique. Lasers were used to create pores on Tyler Rake’s forehead, mimicking the appearance of real skin. Behind the billboards, a water supply was installed, which pumped water through the pores at a precise pressure and frequency to replicate the consistency of sweat. These billboards were strategically placed on sidewalks to allow passersby to touch and take selfies with the larger-than-life posters, bringing them into the heart of the action.
Netflix reports that “Extraction 2” became the most viewed title of the week, with an estimated 42.8 million viewers in its first three days on the platform. The film’s popularity also reignited interest in the original “Extraction,” which garnered 9.6 million views, making it the second-most watched movie of the week. The immediate release of the sequel has already led to the announcement of “Extraction 3.”
Netflix’s marketing team also leveraged Chris Hemsworth’s status as an internet heartthrob to enhance the campaign. Hemsworth filmed an ASMR video, using unconventional props like celery and steak to create sounds that mimic bone-cracking and blood splattering.
The combination of immersive billboards, interactive social media content, and Hemsworth’s involvement has undoubtedly played a significant role in pushing up “Extraction 2” and its predecessor.
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