NETFLIX REINVENTS THE MOVIE TRAILER

How did Netflix use TikTok to reinvent movie trailers to promote Red Notice, Netflix’s #1 most watched movie of all time?

By partnering the TikTok’s biggest creators with Hollywood’s biggest stars, Movers+Shakers reimagined the traditional movie trailer...and even made one creator’s dreams come true.

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BRAND CHALLENGE

Ahead of the release of their latest tentpole, Red Notice, Netflix was looking for new ways to generate global conversation, as well as drive views of their film. With a roster of world-class stars & plenty of high-octane spectacle, the streaming giant turned to Movers+Shakers to find a way to break through the noise to position the film as an unparalleled movie event.

CREATIVE SOLUTION

With the platform's ethos of authenticity, creativity, and individuality well in mind, Movers+Shakers created the first-ever TikTok-native Trailer, a brand-new format designed to remix traditional movie trailers by having the film's talent co-create alongside platform influencers.

By partnering talent with hand-picked platform creators, our native trailers were able to engage users on TikTok more genuinely by offering more original, personality-driven content that resonates across the platform.

The response to our new TikTok-native trailers was HUGE, and so was Red Notice as it climbed to Netflix’s #1 most watched movie of all time!

Our trailers also helped one of our creator's, Julianne (@juliannesmovies), dreams come true. Once upon a time, Julianne’s TikTok bio read, “Netflix, I’m available.” You can imagine her excitement when we put her on set with “the Rock”! Fast forward to now, Julianne has inked a multi-part content deal with Netflix – talk about a Rock-solid start to her booming career ahead. 

IMPACT

By partnering Hollywood talent with a unique set of hand-picked influencers, the TikTok-native Red Notice trailers provide to be a new type of creative that resonated with TikTok communities on a whole new level:

  • 200M+ views of co-created trailers

  • 1.53 times longer watch rates than the traditional trailer

  • Up to 62% more engagement than the conventional trailer

  • +18% Positive Sentiment for Co-Created Trailer Launch Week (compared to previous)

  • +18% Positive Sentiment over other Netflix Videos

  • 3x More Comments than the Industry Average