Underwhelming Atmosphere Before Tudum Event
With just under 10 minutes before Netflix’s fan event Tudum began streaming from the Kia Forum, the audience in the Inglewood arena appeared sparse and unenthusiastic. Over half of the seats were vacant, and those present seemed to be casually mingling rather than buzzing with excitement. To elevate the energy, a pre-show host cranked up the music, urged attendees to rise, and began announcing some Netflix stars soon to appear on stage.
Audience Excitement Grows
As Tudum commenced, the Forum began to fill up (though not completely), and the audience showed genuine enthusiasm for the lineup of stars (including Ben Affleck, Matt Damon, Daniel Craig, Adam Sandler, and Jenna Ortega) and popular shows (such as “Squid Game”, “One Piece”, and “Wednesday”). Nonetheless, nothing ignited the crowd’s energy quite like Lady Gaga, who captivated the audience with her two-song performance to close the event.
Complex Marketing Strategy of Tudum
Since transitioning to a virtual fan event in 2020, Tudum has emerged as one of the more perplexing marketing strategies of the streaming age. Despite some Netflix shows attracting devoted fans, the underlying premise of Tudum suggests there exists a vast community of Netflix super fans craving updates on all its offerings. This raises questions about the coherence of segments featuring the casts of “Outer Banks” alongside pro wrestlers promoting the reality series “WWE Unreal,” and accompanying cast introductions that seasoned fans would already know.
Diverse Interests Yet Questionable Fan Cohesion
It’s reasonable to accept that some viewers might enjoy everything from YA dramas to wrestling and live-action adaptations of anime. However, it’s more challenging to assert that these same individuals form a cohesive Netflix fanbase eagerly anticipating trailers for both the next “Knives Out” movie “Wake Up Dead Man” and Guillermo del Toro’s “Frankenstein”, while also showing excitement for an original crime film called “The Rip” featuring Affleck and Damon, in addition to the return of Shooter McGavin in “Happy Gilmore 2.”
Charming Segments but an Overwhelming Experience
Some segments showcasing certain titles had their appeal, such as the ensemble from “Wake Up Dead Man,” which included Kerry Washington and Jeremy Renner discussing melodramatic murder mysteries. Similarly, the cast of “Happy Gilmore 2” engaged in lighthearted banter with sportscaster Rich Eisen. However, batching all of these diverse titles into one overarching event diluted the impact each project could have. For instance, “Stranger Things” stars shared touching behind-the-scenes footage from their younger days before introducing a brief teaser for the fifth season.
Disconnection Following ‘Stranger Things’ Teaser
Instantly after the “Stranger Things” preview, the live show resumed with host Vanessa Lachey showcasing kiss-cam moments from couples attending “Love Is Blind” and “Love on the Spectrum.”
Netflix’s Broader Strategy vs. Genuine Fan Experience
Netflix’s dominance in the industry stems from a universal business model that promises diverse entertainment for all. This philosophy aligns with Tudum’s approach, reminiscent of Disney’s D23 Expo, which aims to captivate audiences through an extensive showcase of its content. However, this blend contradicts the authentic fan experience grounded in personal connection and community, which Lady Gaga has cultivated for years, showcasing why she was a highlight of Tudum.
