Netflix’s Robot-Filled ‘Electric State’ Campaign Will Blow Your Mind!

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When your movie’s backup actors include the legendary snack icon Mr. Peanut as a valiant robotic war hero, it’s only natural to inject some fun into the promotions. And that’s precisely what Netflix did for their newest sci-fi journey from the Russo brothers, “The Electric State,” which is now available for streaming.

The futuristic movie, set in 1994 following a third world war fought by mistreated robots (who ultimately lost), focuses on Millie Bobby Brown as Michelle, a rebellious teenager struggling after the loss of her parents and brother. A surprising visit from a robot incarnation of popular cartoon character Cosmo reveals that her brother might still be alive – in peril. Joined by Cosmo, Michelle allies with Chris Pratt’s witty smuggler Keats and his robot companion Herman (played by Anthony Mackie) to uncover the secrets hidden within the nation’s techno-dystopian society.

As a movie enthusiast, I’ve been eagerly anticipating the release of “The Electric State” due to its extensive online buzz. The film has garnered attention through an impressive marketing strategy, featuring groundbreaking robot technology and collaborations with iconic figures from the ’90s. Given the whopping $320 million production budget, it’s clear that Netflix is aiming for maximum exposure to recoup their investment in this high-stakes production.

In order to generate maximum buzz for the Russos’ AGBO film, the streamer drew upon all its available resources. This included showcasing trailers during high-profile events like the Ravens vs. Texans NFL Christmas Game, integrating custom content into WWE Monday Night RAW, and securing a prominent position at the SAG Awards, following Millie Bobby Brown’s presentation of an award.

Over the past 18 months, Netflix collaborated with UCLA Samueli School of Engineering and VTProDesign to create not one but two authentic robots for the movie, mirroring its characters in reality, rather than through visual effects.

Michelle’s adventure began when Kid Cosmo came into play. It makes perfect sense that he was there, gracing the red carpet at the movie’s Los Angeles premiere last month. This childlike robot, modeled after ’90s cartoons and toys, is known for his optimistic demeanor and the flexibility of his head, fingers, arms, and legs. UCLA’s Robotics & Mechanisms Laboratory created a custom wireless controller that operates on sub-GHz frequencies, enabling Cosmo to be controlled from as far as 1 km away. This feature came in handy at the film’s glamorous after party, allowing Cosmo to join in the dancing with guests.

However, it’s not just him who’s stealing the show. There are other robots doing the same, like Bert and Louise, known as Billbots. They can walk, talk, and even break the fourth wall, expressing their thoughts openly about humans. On the red carpet at their premiere, Bert jokingly mentioned getting new representation to which Louise responded with a question, “CAA or UTA?” (These are well-known talent agencies in Hollywood.)

USB,” Bert replied, earning chuckles (and perhaps a few sighs) from the surrounding photographers. The 6-foot tall, 750-pound VTProDesign Billbots show off complete LED functionality and are capable of playing videos, custom graphics, just as their name implies, they can function as real-life billboards.

These robots have been preoccupied with scheduled engagements. Both Cosmo and The Billbots recently made their television debut on “The Today Show,” followed by a panel discussion at New York Comic Con alongside Millie Bobby Brown, Chris Pratt, and the Russo Brothers, to unveil the film’s preview trailer. Since then, they’ve been traveling extensively, including stops in London and Italy (where they were programmed to communicate in Italian), ESPN’s Pickleball Slam, and the Russo Brothers’ handprint ceremony at the TCL Chinese Theater.

Besides robots, Netflix and AGBO are also employing technology in the form of a mini-adventure puzzle game titled “The Electric State: Kid Cosmo”. This game happens before the movie’s events and covers a span of five years. By combining gameplay with heartfelt storytelling, it aims to provide an engaging experience. Starting March 18, this game will be accessible for Netflix subscribers on both iOS and Android devices.

Working on ‘The Electric State’ with Netflix has been an amazing adventure for us. Simon Stålenhag’s source material and the Russo brothers’ brilliant vision have helped shape a detailed, engaging universe. We’ve learned from our fans’ passion for their movies that they crave more opportunities to engage with them, so this is our primary focus when planning our marketing campaign, as shared by AGBO’s Chief Marketing Officer Marian Koltai-Levine in an interview with EbMaster.

In order to bring ‘The Electric State’ to life, we collaborated in several ways: building a real-life version of Cosmo with UCLA Robotics Lab, creating consumer products, and designing a mobile game to enhance the viewers’ experience beyond the movie. Working closely with Jonathan’s team, Millie, and Chris on creative social experiences really brought the story to life for fans. Netflix has been an incredible partner, assisting us in setting up activities for audiences worldwide.

The gameplay in this retro-style game might remind ’90s kids of their past, but other nostalgic aspects could be unfamiliar. To emphasize the alternate 1994 setting of “The Electric State”, the creators have blended historical footage with custom visual effects and collaborated with cultural and sports figures from that era for a “rewritten history”. In one video, RuPaul’s 1993 MTV news interview is presented by a robot hair salon owner named Mrs. Scissors. In another, tennis star Andre Agassi jokes about being well-known for playing pickleball with robotic line judges instead of traditional tennis.

In the style of the films, several well-known adverts from the millennium’s start were revamped using robots. Familiar images like those from Planters, RadioShack, Wheaties, Got Milk? and others have been given a fresh look. “The Electric State” may not recreate the ’90s as we knew them, but this reimagining is definitely one that will stay with us.

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2025-03-14 22:22