Marketing Ditches Advertising for Film Making

by Peter D. Marshall

by Shireen Qudosi.

You’ve probably heard of Netflix, but what about their on-Netflix-only show House of Cards, a re-make of the original British version? Whether or not you have, you need to be paying attention and taking a cue. Long struggling with customer retention and profit earnings in the wake of Red Box and On Demand features, Netflix took a revolutionary new direction in its marketing.

Instead of trying to get your attention via conventional marketing routes, they gave you something to give your attention to. They gave viewers a phenomenally casted, super charged show that was smart, sexy, and just as good if not better than anything on TV. They gave you someone to hate, a villainous yet recognizable Kevin Spacey (who also serves as co-producer) in a role that arguably heralds a comeback for almost forgotten actor.

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