| 2 minutes read

2 minutes read

Netflix Turns Fans Into ‘Thieves’ For Promoting Latest Movie ‘Red Notice’

| Published on November 30, 2021

Netflix‘s recent launch, Red Notice has been in the top 10 list from the past week. The movie starring The Rock, Ryan Reynolds, and Gal Gadot had a production budget of a whopping $300 million.

While the movie is on the path to becoming one of the most successful movies on Netflix, the makers and Netflix itself are ensuring to market the project in the most creative way possible.

This guerilla marketing technique was taken up by Netflix in the city of Mumbai recently. Conceptualized by 22feet Tribal Worldwide, the makers invite fans to experience an adrenaline rush at the ‘Red Notice Shop’, where everything is free – if they can steal it.

A 3000 sq. ft. retail space at Phoenix Palladium, Mumbai, has been transformed into ‘The Red Notice Shop’ and is guarded with lasers, sensors, secret codes, CCTV cameras, alarms, and top-notch security.

Fans are invited to try and steal from the shop and if they do so, the heist will be successfully completed. The winning items, or items to be stolen include tech items, ownable shop merchandise as wells three precious gold Faberge eggs from the film with rewards inside them.


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To spread the invite to all the interested thieves, Netflix has shared a video of the Red Shop on its social media handle. The video has garnered a lot of attention from celebrities and people alike. The film has been shared by fans including content creators like Abish Mathew, Kumar Varun, Mermaid Scales among others.

The heist was conducted from 25 Nov’21 to 28 Nov’21. Many adrenaline seekers showed up at the shop and enjoyed a thrilling time. If such a campaign is conducted in your city, whom would you take along to help you win the heist?

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