The People's Premiere:
Premiering a Netflix blockbuster anywhere, anytime

IN 2017, David Ayer partnered with Netflix to produce BRIGHT, a multi-million dollar action blockbuster on demand. The film was scheduled to premiere in December 2017 - Problem was that it would be clashing with some of the other bigger legacy titles such as Star Wars VIII and Jumanji, which already had respective bigger fanbase to begin with. This new title needed more than just star power to gain traction.

The solution was simple: Introducing The People's Premiere - BRIGHT premieres whenever, wherever you are, only on Netflix. Contextual media placement was key to the success of the campaign.

This campaign was rolled out across India, Thailand, The Philippines, Malaysia and Singapore. 

Client → Netflix

Agency → R/GA

The campaign opened with posts on social showcasing a series of iconic impossible premiere spots around South East Asia, seeding in the idea of ‘Premieres wherever you are’.

In India, the idea of ‘Premiering wherever you are’ was further expanded through use of unexpected physical spaces with more synonymous placements such as clocks, commute areas and retail partnerships, to create greater visibility on ground.

not even this spot was spared..