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From ‘Squid Game’ to ‘Frankenstein,’ Netflix takes brand promotion to a new level at Tudum

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21-year-old college student Vanessa Agabo-Davalos had invested many hours into watching the dystopian series “Squid Game” on Netflix. However, nothing could have prepared her for the moment when she saw one of the show’s actors gracefully stroll the red carpet, just a few feet away from where she stood.

I was quite awestruck standing before Kang Ae-sim, the actress embodying Geum-ja (Player 149), in that captivating South Korean thriller. And to make matters even more surreal, we managed to capture a moment together on camera.

Agabo-Davalos, who took an hour’s journey from the Inland Empire, expressed his excitement about the upcoming final season this month. He can hardly believe it himself, much like saying ‘Wow, I saw you on TV,’ but for fans of these shows, it feels like a long-cherished dream coming true.

Over 9,500 Netflix enthusiasts assembled at the Kia Forum in Inglewood on Saturday, including herself, for the Tudum live event hosted by Netflix. This multi-hour spectacle aimed to generate excitement among viewers for forthcoming series, films, and reprised series.

Individuals hailed from various corners of the globe to express their enthusiasm for a range of beloved productions, such as “Squid Game,” “Wednesday” from the Addams Family series, and the science fiction hit “Stranger Things.

During a lively show at a renowned location, Netflix unveiled their take on bringing the child-sized reindeer-human character Tony Tony Chopper from the live-action pirate series “One Piece” to life through computer animation, as part of the upcoming season’s features.

Renowned director Guillermo del Toro recently revealed a sneak peek trailer for his upcoming Netflix movie, titled “Frankenstein,” set to premiere in November. This film stars Oscar Isaac and Mia Goth, who joined del Toro on stage during the unveiling. Additionally, viewers were treated to the initial six minutes of the first episode from Season 2 of “Wednesday.” This series is slated for release in August.

The “tuh-dum” tune-named gathering was an integral component of Netflix’s continuous strategy to capitalize on viewer excitement towards their top-rated shows, aiming to foster a continued interest in streaming content.

Netflix’s Chief Marketing Officer, Marian Lee, shared with The Times that the event was all about honoring fans and showing appreciation towards them. However, she also mentioned that it served as an opportunity to spotlight some exciting content on the horizon, given their extensive lineup in the works.

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Netflix is stepping up its retail game by planning to open not one but two brick-and-mortar stores. Additionally, it’s collaborating with numerous brands to market and sell merchandise inspired by their series and films.

2020 saw Netflix organize its inaugural Tudum event in São Paulo, an idea conceived by the company’s Brazil team who wanted to celebrate young adult show enthusiasts among their streaming audience. This initial concept eventually grew into various formats such as festivals and live streams, resembling fan conventions.

2023 saw Netflix hosting the second edition of their event, Tudum, in São Paulo. Over 35,000 people attended this gathering, while the event garnered a staggering 78 million views on Netflix’s various social media platforms.

But Saturday’s festivities in Inglewood took Netflix brand promotion to a new level.

For the very first time, Tudum was broadcasted live directly on Netflix instead of YouTube or social media platforms. The event functioned similar to a two-hour live variety show, incorporating “ask me anything” segments and musical performances by artists such as Lady Gaga, who is set to appear in the upcoming season of “Wednesday.

During the program, there was frequent mention and endorsement of Netflix shows. WWE wrestlers often discussed the appeal of their weekly live broadcast on the platform, simultaneously expressing their affection for the anime series “One Piece,” which is based on manga.

Actress Sofia Carson recently showcased her upcoming Netflix film, “My Oxford Year,” co-starring Corey Mylchreest, famed for his role as King George III in the historical romance series “Queen Charlotte” within the “Bridgerton” universe. Additionally, Sesame Street’s beloved character Cookie Monster graced the screen alongside actors Ben Affleck and Matt Damon, who feature in the fresh Netflix release “The RIP.

Lee remarked, “I’m not sure another production company could manage this as effectively as we did.” He added that TopMobs offers a unique and individual experience, bringing WWE enthusiasts alongside fans of the movie ‘Knives Out’, and also those who enjoy Lady Gaga’s music for ‘Wednesday’. That’s quite an extraordinary feat, something only Netflix is capable of achieving.

To certain individuals, Tudum is reminiscent of a page straight out of Walt Disney Co., serving as the platform for the biennial D23 fan gathering in Anaheim. This event gathers various fandoms such as Disney princesses, Marvel, Pixar, and Star Wars enthusiasts under one roof. This raises an intriguing question: Does Netflix, a streaming service that caters to a vast array of genres and appeals to diverse audiences, cultivate fan bases in the same manner as Disney does?

Over time, Netflix has broadened its offerings of real-life events and personal encounters aimed at maintaining viewer interest. These have ranged from “Bridgerton” balls, restaurants and shops themed around Netflix, to merchandise stores based on series like “Stranger Things”.

Netflix chose not to disclose the amount they spent on the event. Fans purchased tickets priced between $25 and $75, while some were fortunate enough to secure complimentary tickets. Netflix announced that all tickets were snapped up within approximately a week.

Although Netflix doesn’t boast iconic animated characters such as Mickey Mouse or franchises like “Star Wars” or Marvel, they’ve chosen a strategy to cater to diverse tastes. This broad approach has made people hesitant to cancel their subscriptions, according to industry analysts, despite economic concerns lingering widely.

According to Larry Vincent, a marketing professor from USC Marshall School of Business, “Netflix’s unique selling point lies in its extensive library of streaming content. They have put a lot of money into creating a vast collection of shows and movies.

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Is Netflix planning a teen-centric event similar to ‘Outer Banks’? With the success of shows like ‘Stranger Things’, ‘Wednesday’, ‘Bridgerton’, and ‘Ginny & Georgia’, Netflix is expanding its young adult content offerings.

Last year, the streamer boasted over 301 million subscribers worldwide. On Saturday, the gathering hinted at the broad reach of this vast subscriber base.

Instead, Supporters donned costumes inspired by their preferred Netflix series characters. Some people sported outfits resembling Wednesday’s style, others wore straw hats symbolizing “One Piece,” and many dressed in green tracksuits mirroring those worn by players in the thrilling “Squid Game.

In my opinion, as a movie enthusiast, I found myself quite amused when Cookie Monster unexpectedly emerged behind an DJ booth on the distinctive “N”-shaped red carpet and broke into his iconic tune, “C is for Cookie.” It was quite a spectacle to witness adults dressed in the famous “Squid Game” tracksuits joining in on the chorus, adding a delightful twist to the event.

In a post-event interview, Carson, recognized for his roles in Netflix films like “Carry-On” and “Purple Hearts,” expressed that the experience was all-inclusive, universal, and deeply emotional. He marveled at the heartfelt connection he felt from every corner of the globe, a bond that transcends languages and cultures.

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Netflix released over 800 ‘Bridgerton’-themed props, allowing fans an opportunity to step into the series and envision themselves as characters within it.

21-year-old Shaheidi Jimenez attended the Netflix event, being a fan of “Wednesday” and “Squid Game.” Although she hadn’t seen “Stranger Things” yet, the passionate fans for the show’s stars on the red carpet sparked her interest in exploring the world of this sci-fi series.

As a cinephile, when I catch sight of the stellar cast, my eagerness to hit play is instantaneous. Having followed their careers closely, I feel an intimate connection that piques my curiosity even further. The anticipation of delving deeper into this production is almost palpable.

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2025-06-01 22:31

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