Inside Netflix and AGBO’s Retro-Futuristic, Robot-Filled ‘Electric State’ Marketing Campaign
When your film’s supporting cast features the iconic snack mascot Mr. Peanut as a fearless robotic war hero, you’ve got to have a little fun in the marketing. And that’s exactly what Netflix did for their latest sci-fi adventure from the Russo brothers, “The Electric State,” which is now streaming.
The retro-futuristic film, set in 1994 after a third world war was waged (and lost) by mistreated robots, follows Millie Bobby Brown as rebellious teen Michelle, who finds herself adrift after the death of her parents and brother. When she gets an unexpected visit from a robot version of beloved cartoon character Cosmo, Michelle learns that her brother may still be alive – and in danger. With Cosmo by her side, Michelle teams up with a wise-cracking contrabandist named Keats (Chris Pratt) and his bot buddy named Herman (Anthony Mackie) to uncover the truth behind the country’s techno-dystopia.
But if you’ve been on the internet in recent months, you probably already knew all that – after all, “The Electric State” has been everywhere, thanks to a robust marketing campaign including innovative robot technology, bespoke content with ’90s icons and more. The stakes couldn’t be higher. With a reported $320 million production budget, Netflix needs maximum visibility for this pricey production.
So the streamer tapped into its full arsenal of resources, utilizing its own live events to maximize awareness for the film from the Russos’ AGBO. An “Electric State” trailer debuted during the Ravens vs. Texans NFL Christmas Game, the film aired custom content within WWE Monday Night RAW, and it snagged a featured spot at the SAG Awards, after Millie Bobby Brown presented an award.
While the robots in the film are created with visual effects, over the last 18 months, Netflix also partnered with UCLA Samueli School of Engineering and VTProDesign to develop two types of unique (and real!) robots that bring to life the film’s characters.
With Kid Cosmo kicking off Michelle’s journey, it’s only fitting that he got to walk the red carpet at the film’s L.A. premiere last month. He’s a childlike robot inspired by ’90s cartoons and toys with an optimistic personality and a full range of motion in his head, fingers, arms and legs. UCLA’s RoMeLa (Robotics & Mechanisms Laboratory) developed a custom wireless controller using sub-GHz frequencies, allowing Cosmo to be controlled from a distance of up to 1 km away (which allowed him to cut loose on the dance floor with guests at the film’s starry after party).
But he’s not the only robot enjoying the spotlight. The Billbots, named Bert and Louise, are walking, talking billboards that break the fourth wall – and they’re not afraid to share their opinions on humans. On the premiere carpet, when Bert quipped that he’d landed new representation, Louise asked, “CAA? UTA?”
“USB,” Bert responded, prompting laughs (and maybe some groans) from nearby photographers. The 6-foot tall, 750-lb. Billbots from VTProDesign boast full LED capabilities and can play video, custom graphics and, as their name suggests, can be used as actual billboards.
These bots have been booked and busy. Both Cosmo and The Billbots made their broadcast debut on “The Today Show,” followed by a New York Comic Con panel with Millie Bobby Brown, Chris Pratt and the Russo Brothers, to debut the film’s teaser trailer. And they’ve been jet-setting ever since, visiting London and Italy (where they were programmed to speak Italian), ESPN’s Pickleball Slam and the Russo Brothers’ handprint ceremony at the TCL Chinese Theater.
The robots aren’t the only piece of technology Netflix and AGBO are wielding to support the movie, though. “The Electric State: Kid Cosmo” is a bite-sized adventure puzzle game that takes place before the events of the movie and spans five years, blending gameplay with emotional storytelling to create an immersive experience. It will be available to play on iOS and Android, exclusively to Netflix members on March 18.
“Working with Netflix on ‘The Electric State’ has been an incredible journey. Simon Stålenhag’s source material and the Russo brothers’ exceptional vision guided us in building a rich, immersive world. We’ve found over the years that the fandom loves their films so much that they want even more ways to interact with them, so that’s our main priority when it comes to a campaign,” AGBO’s Chief Marketing Officer Marian Koltai-Levine tells Variety.
“For ‘The Electric State,’ that meant creating a real-life Cosmo with the UCLA Robotics Lab, developing consumer products, and designing a mobile game to extend the audience experience beyond the film. Collaborating with Jonathan’s team, Millie, and Chris on creative social moments helped bring the story to life for fans. Netflix has been an amazing partner, helping us create activations for audiences around the world.”
While the retro-inspired gameplay will be familiar to ’90s kids, some of the film’s other nostalgic marketing might not be. To underscore the alternate 1994 in which the “The Electric State” takes place, the team crafted “revisionist history” using archival footage and custom visual effects in partnership with pop culture and sports icons of the era. In one video, RuPaul’s 1993 MTV news interview is conducted by beauty parlor bot Mrs. Scissors. In another Andre Agassi asserts that he’s always been famous for one thing: playing pickleball (alongside Billbot line judges).
Some of the most iconic and recognizable advertisements from the turn of the century also got makeovers with the film’s robots, including memorable images made famous by Planters, RadioShack, Wheaties, Got Milk? and more. “The Electric State” may not feature the ’90s we remember, but this reimagining is one we certainly won’t forget.
The retro-futuristic film, set in 1994 after a third world war was waged (and lost) by mistreated robots, follows Millie Bobby Brown as rebellious teen Michelle, who finds herself adrift after the death of her parents and brother. When she gets an unexpected visit from a robot version of beloved cartoon character Cosmo, Michelle learns that her brother may still be alive – and in danger. With Cosmo by her side, Michelle teams up with a wise-cracking contrabandist named Keats (Chris Pratt) and his bot buddy named Herman (Anthony Mackie) to uncover the truth behind the country’s techno-dystopia.
But if you’ve been on the internet in recent months, you probably already knew all that – after all, “The Electric State” has been everywhere, thanks to a robust marketing campaign including innovative robot technology, bespoke content with ’90s icons and more. The stakes couldn’t be higher. With a reported $320 million production budget, Netflix needs maximum visibility for this pricey production.
So the streamer tapped into its full arsenal of resources, utilizing its own live events to maximize awareness for the film from the Russos’ AGBO. An “Electric State” trailer debuted during the Ravens vs. Texans NFL Christmas Game, the film aired custom content within WWE Monday Night RAW, and it snagged a featured spot at the SAG Awards, after Millie Bobby Brown presented an award.
While the robots in the film are created with visual effects, over the last 18 months, Netflix also partnered with UCLA Samueli School of Engineering and VTProDesign to develop two types of unique (and real!) robots that bring to life the film’s characters.
With Kid Cosmo kicking off Michelle’s journey, it’s only fitting that he got to walk the red carpet at the film’s L.A. premiere last month. He’s a childlike robot inspired by ’90s cartoons and toys with an optimistic personality and a full range of motion in his head, fingers, arms and legs. UCLA’s RoMeLa (Robotics & Mechanisms Laboratory) developed a custom wireless controller using sub-GHz frequencies, allowing Cosmo to be controlled from a distance of up to 1 km away (which allowed him to cut loose on the dance floor with guests at the film’s starry after party).
But he’s not the only robot enjoying the spotlight. The Billbots, named Bert and Louise, are walking, talking billboards that break the fourth wall – and they’re not afraid to share their opinions on humans. On the premiere carpet, when Bert quipped that he’d landed new representation, Louise asked, “CAA? UTA?”
“USB,” Bert responded, prompting laughs (and maybe some groans) from nearby photographers. The 6-foot tall, 750-lb. Billbots from VTProDesign boast full LED capabilities and can play video, custom graphics and, as their name suggests, can be used as actual billboards.
These bots have been booked and busy. Both Cosmo and The Billbots made their broadcast debut on “The Today Show,” followed by a New York Comic Con panel with Millie Bobby Brown, Chris Pratt and the Russo Brothers, to debut the film’s teaser trailer. And they’ve been jet-setting ever since, visiting London and Italy (where they were programmed to speak Italian), ESPN’s Pickleball Slam and the Russo Brothers’ handprint ceremony at the TCL Chinese Theater.
The robots aren’t the only piece of technology Netflix and AGBO are wielding to support the movie, though. “The Electric State: Kid Cosmo” is a bite-sized adventure puzzle game that takes place before the events of the movie and spans five years, blending gameplay with emotional storytelling to create an immersive experience. It will be available to play on iOS and Android, exclusively to Netflix members on March 18.
“Working with Netflix on ‘The Electric State’ has been an incredible journey. Simon Stålenhag’s source material and the Russo brothers’ exceptional vision guided us in building a rich, immersive world. We’ve found over the years that the fandom loves their films so much that they want even more ways to interact with them, so that’s our main priority when it comes to a campaign,” AGBO’s Chief Marketing Officer Marian Koltai-Levine tells Variety.
“For ‘The Electric State,’ that meant creating a real-life Cosmo with the UCLA Robotics Lab, developing consumer products, and designing a mobile game to extend the audience experience beyond the film. Collaborating with Jonathan’s team, Millie, and Chris on creative social moments helped bring the story to life for fans. Netflix has been an amazing partner, helping us create activations for audiences around the world.”
While the retro-inspired gameplay will be familiar to ’90s kids, some of the film’s other nostalgic marketing might not be. To underscore the alternate 1994 in which the “The Electric State” takes place, the team crafted “revisionist history” using archival footage and custom visual effects in partnership with pop culture and sports icons of the era. In one video, RuPaul’s 1993 MTV news interview is conducted by beauty parlor bot Mrs. Scissors. In another Andre Agassi asserts that he’s always been famous for one thing: playing pickleball (alongside Billbot line judges).
Some of the most iconic and recognizable advertisements from the turn of the century also got makeovers with the film’s robots, including memorable images made famous by Planters, RadioShack, Wheaties, Got Milk? and more. “The Electric State” may not feature the ’90s we remember, but this reimagining is one we certainly won’t forget.