Since the 1920s, movie posters have been an integral part of an entertainment campaign. Nearly 100 years later little has changed. LA, NY (& SXSW!) are littered with key art promoting blockbusters, socially-conscious documentaries and TV shows. Why is so much importance placed on this legacy creative? Does it directly drive viewing? No. Word of mouth? Maybe. Vanity? Oh, hell yes.

I’ll walk through the creative strategy of promoting an original title within the Netflix member experience and the challenges working within the traditional Hollywood system. I’ll share how we let our members decide which “key art” is the best, while increasing viewership for our films, TV series & stand-ups.