Netflix launched in Canada yesterday. It stumbled out of the gate with a public relations gaff. Here's the article in the Toronto Star this morning.
An information sheet handed out to the paid extras said: “Extras are to look really excited, particularly if asked by media to do any interviews about the prospect of Netflix in Canada.”
After word of the ruse spread on Twitter, Netflix apologized and said the extras should not have been talking to reporters.
A spokesman for Netflix said the handout for extras was required to obtain a film permit for the launch. The instruction sheet referred to Wednesday’s event as a “corporate documentary.”
“I was unaware that script was handed out to extras and that was not supposed to happen,” said Steve Swasey, vice president of corporate communications for Netflix. “Some people got carried away and it’s embarrassing to Netflix.”