Discover the Innovative Marketing Magic Behind Netflix's 'The Electric State' Featuring Robots and Nostalgia

A Fun Marketing Approach for a Futuristic Film

When your film features the iconic snack mascot Mr. Peanut as a robotic war hero, you know marketing will be a blast! Netflix's latest sci-fi adventure, 'The Electric State,' directed by the Russo brothers and starring Millie Bobby Brown, has embraced a robust marketing campaign filled with robot technology and bespoke content featuring 90s icons.

The Plot Unveiled

Set in a retro-futuristic 1994, the film follows rebellious teen Michelle (Millie Bobby Brown), who discovers her brother may still be alive after the death of her family. With the help of a robot version of her childhood hero, Cosmo, and a wise-cracking contrabandist named Keats (Chris Pratt), she embarks on a journey through a dystopian world.

A Campaign Like No Other

With a staggering $320 million production budget, Netflix has pulled out all the stops for maximum visibility. The marketing strategy included:

• A trailer featured during the NFL Christmas Game.
• Custom content aired on WWE Monday Night RAW.
• A spotlight at the SAG Awards.

Real Robots Take Center Stage

Netflix has collaborated with UCLA Samueli School of Engineering and VTProDesign to create two unique robots that embody the film’s characters. Meet Kid Cosmo, a childlike robot with a full range of motion, who even made an appearance at the film’s L.A. premiere. He’s controlled from up to 1 km away, delighting guests with his moves on the dance floor!

The Billbots Steal the Show

Bert and Louise, the Billbots, are walking, talking billboards that engage the audience with humor. These 6-foot tall, LED-equipped robots have made appearances on 'The Today Show' and at New York Comic Con alongside the film's stars.

Interactive Gaming Experience

To enhance audience interaction, Netflix is launching 'The Electric State: Kid Cosmo,' a bite-sized adventure puzzle game available exclusively to Netflix members on March 18. This game blends gameplay with immersive storytelling, extending the film's universe.

Nostalgia Meets Innovation

The marketing team has also crafted revisionist history content, using archival footage and custom effects featuring 90s icons. Expect to see familiar advertisements reimagined with the film's robots, ensuring the nostalgia resonates with audiences while presenting a unique twist on the 90s we remember.