'Action so intense, our billboards sweat.'
Being the star of an action movie is strenuous work - between dodging bullets and jumping out of buildings you're bound to break a sweat. Well, the marketing for Netflix's Extraction 2 is certainly highlighting that, bringing interactive "sweating" billboards to New York and Los Angeles.
The film, directed by Sam Hargrave, sees not only its central character put through the ringer, but also Hemsworth himself, as the star performed many of his own stunts amidst a heavy focus on practical effects. It's fitting, then, that the unusual marketing should convey the grueling physical action, as chief marketing officer at Netflix Marian Lee says, “the movie is adrenaline-packed. We really think about testing new things. We have traditional billboards, too.
COLLIDER VIDEO OF THE DAY SCROLL TO CONTINUE WITH CONTENT The billboards have been deliberately placed along sidewalks, enabling pedestrians walking by to interact with the billboards. Lee added, "fans want elements where they can interact. They want to interact with talent, but they want to participate with interactive and photographable moments. It’s really important to have tangible things that fans can do.
RELATED: ‘Extraction 2’ Director Breaks Down the Action Scenes & Why Chris Hemsworth Stands Apart From Other Action Heroes [Exclusive] Extraction 2 Is a Hit Whatever strategies Netflix have been utilizing in the promotion for Extraction 2 have obviously been working - the film became the biggest Netflix movie debut of the year, and the most watched title of the week, accumulating an estimated audience of 42.8 million within the first three days of release. The film has been recieved well by critics also, with it currently sitting at a score of 77% on review aggregator site Rotten Tomatoes.
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