Starring an ensemble cast including Winona Ryder, David Harbour, and Millie Bobbie Brown, Stranger Things went on to be one of the biggest shows on Netflix. Despite its eventual success, the makers were uncertain what to expect of it when it first premiered in 2016. Shawn Levy, who co-produced the series alongside The Duffer Brothers, shared during a recent interview that they were surprised by the social media buzz surrounding the series.
However, when he proposed marketing initiatives for the show, Netflix executives dismissed the idea, emphasizing their dedication to the subscription-based model.
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Netflix Turned Down Shawn Levy’s Marketing Plans For Stranger Things
During a recent interview with Wired, Shawn Levy shared that Netflix didn’t disclose the viewership number at the time, so the success of a series wasn’t immediately evident. However, following its social media hype, they were able to see the potential of Stranger Things.
Considering its hype among the audience, Levy proposed the idea to market the series through merchandise and other additional approaches. However, Netflix executives turned down his plans, citing their focus on their subscription-based business model.
“I called Netflix and said, ‘You know, I think this is gonna be something. Maybe we should think about merchandise and other aspects.’ I remember the answer from the Netflix exec was, ‘With all due respect, we’re in the subscription business.'”
The Free Guy director further highlighted how no one, including the streaming giant, anticipated it to become a huge hit. Since its premiere in 2016, the show has grown in several media realms, from comic books to video games and a stage play, which is expected to open in London in the next month.
Shawn Levy Implored Netflix to Share Data
Taking about how Netflix did not share viewership data initially, Shawn Levy stated that although not too much, he was able to get a “little bit more inside scoop” on the data. He shared that the streamer continued this practice when Stranger Things Season 2 was released.
However, despite the absence of the data, there was a growing awareness about how big the show has become. “I was just getting this sense in the nooks and crannies of the unsaid that we were more than popular, that we were record-setting for that corporation,” he recalled.
This led to his “very honest conversation” with Netflix, where he urged them to share the viewership information internally, which later evolved into the streaming giant publicly sharing the information. While Levy doesn’t claim the sole credit for the change, he shared that he is fascinated with the way things have evolved over the years.
Stranger Things is available to stream on Netflix.
