What content marketeers can learn from Netflix & ‘The Grey Man’

What content marketeers can learn from Netflix & ‘The Grey Man’

I am puzzled since having seen the last episode of ‘Stranger Things’. Stuck in the last season of ‘Peaky Blinders’, unable to find meaningful other content and doubting to continue my Netflix membership. I am not alone: in 2022, Netflix has lost more than 1 million subscribers this and its shares have fallen with 62%. Yet on a Sunday evening, I watched ‘The Gray Man’ and got intrigued, even though I am not a fan of blockbusters or hero movies.

Netflix operates in a subscription-based business model where people pay for an entertainment service and experience. ?Active in a B2B subscription-based company, using content to generate leads and engage existing clients, I wondered: is there something to learn from ‘The Gray Man’? The short summary ??

• Combine ‘star elements’ of different content pieces, even if they are an unusual fit. It will attract attention of different audiences.
• Connect content to business. Analyse your current subscription potential and choose your messages accordingly. Start small, learn from your initial audience and then grow. ???????
• Expand the lifetime of content. Using different channels, there are 1000 ways in which content can have a pre- and afterlife.

This is how Netflix approached launching its content, 'The Gray Man'. ?

1.?????Maximizing star power

To be honest: Ryan Gosling did the initial trick for me. ‘Crazy Stupid Love’ and ‘The Notebook’ remind me of my early 20s – when being star struck was still allowed. Add Rége-Jean Page (the duke from Bridgerton) and Billy Bob Thornton (Angelina's ex, actor in 'Monster') and I was convinced: let's give this movie a chance.

That is the concept of ‘star power’. An academic thesis for Amsterdam University states that the success of opening week revenues is influenced by the number of stars. Not just one superstar, but multiple. Total box office revenues increase with rising number of award winning or nominated stars in the movie production.

Not mentioned yet: the introduction of Indian superstar Dhanush, one of the killer machines ‘the Gos’ deals with. This smart move shows that ‘star power’ not only drives revenue, but also new market development.

2.?????Global impact, local relevance

This leads to the next point: geographical expansion. Viewers are flying from Bangkok to Turkey to Washington D.C. with a snap of the finger. The world served on a platter.?For the declining US subscribers, the American superstars and CIA storyline are very recognizable. But what about new potential markets? As read in a Bloomberg article, Netflix’ formula for international expansion starts targets wealthy, young consumers in large cities who want to watch?'Stranger Things'?or?'Bridgerton'. To reach larger audiences, the company hires a local team to commission projects from the country’s biggest producers, offering them complete creative freedom.

The strategy in India has not been that successful yet. That is why introducing Dhanush is an interesting move – not only for this movie, but also for any franchise or sequel - the ultimate dream of Netflix' management.

?The other locations showcased in the movie are not chosen by accident. Thailand’s subscriptions are under huge pressure, with Apple+ and Asian content providers on the lure. Hence the opening scenes in Bangkok and Chang Mai. The Czech Republic sits at the bottom of the list of European subscribers, with only 4,2% of the population holding a Netflix subscription. Choosing Prague as the location of one of the most spectacular scenes might influence that number. The question remains if, aside from 'The Gray Man', there is enough local content present to serve a broader audience. ?

3.??????Creating an own universe

Following Byron Sharp’s ‘penetration over loyalty’ strategy, Netflix pulled off an incomparable multi-channel mass communication campaign. They went all in for one of their most expansive movies produced so far.

Think about billboard campaigns in every big city across the world, more than 100 different TV ads airing globally and own Twitter emojis. Think about the Russo directors chatting with influencers on TikTok, attracting more than 1.1 million views.

At San Diego Comic-Con, the annual celebration of pop culture, Netflix set up a crashed tram car for an interactive?experience. Visitors needed to escape the car and sprint across the tram’s roof. They left with a video of their heroics for easy sharing on social media.

And although there is no advertising on Netflix, that doesn’t mean there are no brands. In ‘The Gray Man’ you can spot The Glenlivet Whiskey, TAG Heuer Carrera, Skoda cars, LG TVs and monitors, Fujifilm InstaX, Dell laptops, Lucky Strike cigarettes and last but not least: the Audi RS 7 Red sports car. Most brands focus on an aspirational lifestyle and a higher income audience. Exactly the audience they want to attract.

Most impressive is Netflix’ new focus on games. There are currently 18 games available. According to?The Washington Post, the streaming service's goal is to have up to 50 games available before the end of 2022.?All those titles will be exclusively available to play through its mobile app.?It cannot be a surprise that ‘The Gray Man’ has a gaming afterlife, where gamers can even collect NFTs.

Result: the action movie sits in the top five most-viewed Netflix movies ever when comparing opening weekends. If that results in more subscribers, is still a question mark.

And the movie? Short review: over-the-top action scenes in the fastest trip around the world ignoring any human limitations. No emotional connection with the characters, except with Ryan Gosling (or maybe that's just me). Do not expect brains, but balls. Completely unrealistic, yet entertaining. Go for it – at least if you have a Netflix subscription. I'm still in doubt what to do.