Screentime

Netflix Changes Tack With Marketing Spree for $200 Million Film

Streaming service bought TV ads to tout Ryan Gosling movie
The spy thriller is one of the company’s most expensive films

The premiere of Netflix's "The Gray Man" in Hollywood on July 13.Photographer: Emma McIntyre/Getty Images

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By Lucas Shaw

July 15, 2022 at 11:01 AM UTC

Netflix Inc. is trying a new approach in marketing its next big film: telling people it’s coming out.

The streaming service is orchestrating one of its biggest promotional pushes ever ahead of the July 22 streaming debut of “The Gray Man,” a spy thriller starring Ryan Gosling. The campaign includes billboards in several cities, as well as TV advertising spots during major sporting events.