Chris Hemsworth dangles from skyscrapers, dodges a fiery helicopter and survives several bludgeons to the head as former black ops mercenary Tyler Rake in Netflix’s blockbuster sequel “…
.” Now, onlookers can feel the sweat that drips from Hemsworth’s chiseled face during those unrelenting, death-defying sequences through interactive billboards in New York City and Los Angeles.
A first-of-its-kind innovation, Netflix constructed billboards of Tyler Rake that have technology to make it look like the hulking character is perspiring as intensely as he does on screen. Here’s how the magic was made: Lasers were used to cut holes into Hemsworth’s characters forehead to replicate pores. Then, there was a water supply behind the board that was pumped through the holes at a pressure and frequency to mirror the consistency of sweat.
Of course, there’s no way to know how many of the people who took a selfie with the sweaty Hemsworth billboard actually turned on the movie at home. But Netflix says “Extraction 2” became the most viewed title of the week, watched by an estimated 42.8 million people in its first three days on the platform. And the sequel’s popularity drove interest on the original film, which was re-upped as the second-most watched movie of the same week with 9.6 million views.
“We think of custom ideas for every format. Shorter content works on TikTok. We’re not going to post the whole trailer,” Lee says. “The worst thing we could ever do is have one asset and put it on every channel.”
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