The People's Premiere:
Premiering a Netflix blockbuster anywhere, anytime

In December 2017, Netflix released Bright, its most expensive film yet, in the same week as Star Wars: The Last Jedi and Jumanji: Welcome to the Jungle. Up against two franchises with built in fanbases, star power alone wouldn't be enough.

So we turned Netflix's biggest difference into the idea. Cinemas premiere a film in one place, at one time. Bright could premiere everywhere. The People's Premiere: Bright premieres whenever, wherever you are, only on Netflix.

The campaign started on social, staging premieres in impossible locations across Southeast Asia. It then moved onto the streets of India, where the premiere showed up in the places people actually watch: on commutes, in call centres, at street food stalls, in cinemas, in newspapers and even in restrooms. Every placement was chosen for its context, so each one proved the idea on the spot.

The campaign rolled out across India, Thailand, the Philippines, Malaysia and Singapore.

The campaign opened on social with premieres staged on iconic landmarks across all five markets, impossible places no red carpet could reach. The message was local and personal: this premiere comes to you, wherever you are.

In India, the premiere took to the streets. Ads showed up in the everyday spaces where people wait, pass time or look for something to watch: on clocks, along commutes, through retail partners, at street food stalls and even in cinema showtimes. Each one carried a witty message written for its location, proving anyone could catch the premiere. Wherever you are, BRIGHT is already playing.

not even this spot was spared..