Extraction 2 sweats for your attention

Sweat swells in Hollywood

Together with

The Future. Netflix rolled out a billboard for Extraction 2 that features a close-up of star Chris Hemsworth… sweating. Like legit perspiring. It’s an experimental marketing move that hopes to break through the noise. After similar interactive campaigns for Smile and Scream VI generated headlines, every Hollywood studio marketing department may get a mandate to think outside the box if they want a film to break out.

Drip design
The new billboard for Extraction 2 wants people to feel the adrenaline.

  • The interactive billboards in LA and NYC made Hemsworth look like he’s sweating by using lasers to cut holes in his forehead that mimic pores.
  • Per Variety, a water supply behind the billboard then pushes water through the pores “at a pressure and frequency to mirror the consistency of sweat.”

Netflix also decided to keep the billboards at street level so people could… you know… actually see the sweat (and take selfies with Hemsworth’s handsome mug).

While it’s impossible to know if the billboards contributed to the estimated 42.8 million people that fired up Extraction 2 during its weekend debut, experiential marketing does generate headlines… it just takes a little more sweat equity.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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