Netflix's Marketing Chief wants you to see her films on Netflix rather than in theaters

Netflix's Marketing Chief wants you to see her films on Netflix rather than in theaters ...

Fans of Netflix are about to have a great weekend, and so is Netflix CEO Marketing Officer Marian Lee. On Saturday, the streaming behemoths Tudum fan event will double in size and go worldwide.

Tudum began in January 2020 as an in-person event in a single area, Sao Paulo, Brazil. That whole in-person thing was ruined by the Covid epidemic, but on September 24, the event is back and its massive.

Tudum is now made up of five events from around the world, with more content, more programs, more talent, and yes, more news to report, as Lee said in a telephone interview with IndieWire.

Tudum is a cross between Netflix's D23 and Disney+ Day, combined. It's not quite San Diego Comic-Con, but Tudum serves as a powerful and controlled complement to existing fan conventions, according to Lee. What do we have that are really unique here?

Stranger Things, Bridgerton, Squid Game, and The Witcher are all part of Tudum 2022. Were really just trying to bring all of these fandoms together, celebrate them, and give them a platform to connect directly to talent, she said. We may be debuting things they haven't seen before, or even exclusives.

Lee explained that assembling all of this might cause internal chaos for her team: It's like A Beautiful Mind mapping it out on a wall.

Netflix is a service that allows for video streaming.

The Squid Game is Netflix's largest-ever global hit, which explains why this year's Tudum kicks off in Korea, where the series was founded. A show like that will sell itself for the next Season 2, but launching a new series is where Lee's marketing team can truly shine. Even viral sensations need a helping hand; Lee's toolbox includes a Bachelor of Arts in Psychology from Columbia University and eight years as a top Spotify marketing executive.

Lee said the South Korean smash, which accumulated a staggering 1.65 billion hours on YouTube in its first 28 days, had definitely had marketing. That is, the Squid Game's major sponsorship came from all over the world. Was [the viewership level] unexpected in certain areas, or did we anticipate it to resonate as well as it did in the United States at the start?

Lee told us that Netflix's Korean marketing team made the really incredible start, including complete-set buildouts in the largest local department stores. Lee continued, and when the show really began to take off, Lee's UCAN (United States and Canada) team ramped up its efforts to outperform the show.

It was hot, and when you saw those moments, and movements, and the costumes everywhere, she said.

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Lee is clear about his delight in a good activation in conversation. One of her most recent favorites was The Gray Man, a huge-budget (especially for Netflix) spy-vs.-spy film that premiered on the SVOD service (which will soon add an AVOD tier).

Netflix created a comic book experience that gave fans the chance to be Six (Gosling) and Lloyd Hansen (Evans). In San Diego, fans boarded a fake tram that crashed into a fake structure, similar to a Grey Man scene that took place near the Prague city center, with subwoofers, rumblers, and jump scares as accents.

The Gray Man, Netflix's fourth-most-popular film on record, is a franchise that will expand with a sequel and spinoff series. Lee is content with the brief big-screen option, but it's not her preference.

She said that on Netflix, we want users to see films they like or sit down with their families to watch a new movie. So far, so good on the Netflix approach of marketing movies, which is, to say, no marketing at all.

Lee said that what they were doing is different from big studios who are attempting to sell tickets. However, again, we were attempting to drum up interest and anticipation for our [movies] so that people may ultimately see them on Netflix. [Were] not focused on getting them into the theaters for the short run for the (awards show) qualifiers.

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Tudum Korea gets its kick off Saturday at 11 a.m. KST, which is also 10 p.m. ET Friday (or 7 p.m. PT). Part 1 begins with 1 p.m. ET/10 a.m. PT on Saturday. Part 2 starts 90 minutes later.