As a seasoned observer of the entertainment industry, I must say that the rise and success of “Squid Game” is nothing short of extraordinary. The show, created by the enigmatic Hwang Dong-hyuk, has captivated audiences worldwide with its unique blend of suspense, drama, and a dystopian vision of modern society.
It starts in the gift shop.
“Squid Game: The Immersive Journey,” is an interactive entertainment exhibit, launched in October at a closed-down shopping mall close to Madison Square Garden. This captivating experience gradually leads participants into the ominous, distressed universe depicted in the globally popular South Korean drama series on Netflix in 2021.
Visitors embark on an adventure inside a room designed to resemble a bustling night market filled with elements from the show and South Korean culture, such as ramen vending machines and a bar adorned with “Squid Game”-themed Johnnie Walker whisky merchandise. For a fee of between $29 and $45, attendees receive a green-gel wristband, have their photo taken, and are given a player number similar to the series. When it’s time for their turn, groups of 24 individuals proceed to the next room, where things start to get eerily reminiscent of the show.
Josh Simon, Netflix’s VP of consumer products and live experiences, mentions that as you watch the show, it makes you ponder – what would I do if placed in similar circumstances? The games depicted in the series, as well as the unscripted show, are based on common games we learn to play during childhood. Therefore, the rules aren’t too complex. Instead, it’s about dealing with the stress and pressure that such an environment can bring.
In recent weeks, Netflix has been revealing various components of a complex jigsaw, including merchandise, competitions, promotions, and publicity stunts, all leading up to the anticipated launch of “Squid Game” Season 2 on December 26. Some examples include the world’s largest Red Light, Green Light game held in Paris on December 1, the Season 2 premiere held in Seoul on December 9, and a 4.56K race to secure a spot at the U.S. premiere event on December 12 in Los Angeles.
The stakes are high. In 2021, the South Korea-produced drama became a global juggernaut for the streamer. But it took three years to get Season 2 in the can. That’s a long gap by any measure, especially at a time when there is no shortage of high-end shows vying for viewers’ attention. So Netflix has hit the gas on unusual and eye-catching promotions that befit the show, which revolves around the desperation of debt-ridden people who take part in a deadly elimination-style competition in hopes of winning the big cash prize. In addition to the one in New York, “Squid Game: The Experience” installations are running in Madrid and Sydney. Seoul will have its own early next year.
Following the success of “Squid Game,” Netflix naturally requested series creator Hwang Dong-hyuk to develop another season. In the interim while Hwang was creating new scripts, Netflix aimed to maintain the squid-themed success with the 2023 competition series “Squid Game: The Challenge.” However, this spin-off failed to generate the same level of excitement as the original. On December 17, Netflix released the free mobile game “Squid Game: Unleashed” for everyone to play, deviating from their usual tactic of restricting gaming content behind a paywall for only Netflix subscribers. In addition, there’s “Squid Game: Virtuals,” a VR adventure, various consumer products like a Mattel doll modeled after the show’s mechanical girl overlord (named Young-Hee), and Christmas sweaters adorned with “Squid Game” motifs. Furthermore, partnerships with brands such as Dominos, Xbox, Duolingo, Puma, Dos Equis XX, Carl’s Jr., and Olive Young have been secured for a diverse range of products.
The gigantic Young-Hee is among the first things players see when their number is called. If they land at the top of the scoreboard, savvy players might find themselves at a table set for two in the center of a dark room, surrounded by the dozens of competitors who have figuratively died up to that point.
After participating in games such as the Red Light, Green Light contest organized by Young-Hee and the Glass Bridge challenge, a player could emerge victorious and be left with only one round remaining to emulate the success of the Squid Game’s main character, Seong Gi-hun (Lee Jung-jae), as the lone winner in this dangerous competition.
Just like the immersive show, “Squid Game: The Real Deal,” isn’t for the weak-hearted. Perhaps even Hwang, the creator of “Squid Game,” is taken aback by its impact.
According to Hwang, he initially didn’t plan on creating another season due to the incredibly difficult process of writing, producing, and directing the series. He hadn’t considered it, in fact. However, the extraordinary success of the first season provided him with the strength and inspiration to produce more seasons, which eventually led to Seasons 2 and 3. It’s interesting to note that Hwang even experienced significant stress during production of the first season, losing eight or nine teeth as a result.
By early November, the television series “Squid Game” (Season 1) had attracted approximately 330 million viewers and was watched for over 2.8 billion hours since its premiere on September 17, 2021. Netflix boasts that it’s their most popular title of the year despite its December 26th debut being close to the end of the year. The show saw a surge in viewership by 60% after the unveiling of the first Season 2 teaser on Halloween (October 31). In addition, Season 1 won six Emmy Awards, including the category for best lead drama actor, which went to Lee.
Minyoung Kim, who oversees content at Netflix for the Asia-Pacific region, mentioned that at first, executives believed there might have been an “issue with our system” when the series began to gain popularity globally. However, the viewer engagement numbers kept climbing and climbing, according to her.
As a film enthusiast, I couldn’t help but anticipate that ‘Squid Game’ would become a massive hit not just in Korea and Asia, but globally. It took approximately 10 days for it to ignite worldwide, which felt nothing short of surreal. Our director Hwang was glued to the internet, constantly monitoring the show’s progress in various countries, hoping to see it climb to the top spot. We were all fixated on the statistics, until we collectively realized, “Wow, this is the biggest show on earth.
As a dedicated fan, I couldn’t help but be amazed when Season 1 of “Squid Game” turned out to be an unexpected sensation that even the top Netflix executives in the U.S. couldn’t ignore. My jaw dropped late last year when I stumbled upon unofficial merchandise based on “Squid Game” being sold at a mall in Glendale, California.
Simon stated, “We recently set up a store selling ‘Stranger Things’ merchandise [in Glendale]. Right opposite our shop stood one of those mall kiosks offering plush toys as collectibles. To my surprise, I spotted an illicit lineup of characters from ‘Squid Game’, dressed in plush tracksuits, which we hadn’t authorized.” The Squid Game show had only recently been released, and we hadn’t even started making those items yet.
This time, Netflix decided not to let anyone else capitalize on the enthusiasm of “Squid Game” fans for real-life engagement, according to Simon. Given Netflix’s growing emphasis on events and in-person activations, such as constructing permanent entertainment and experience centers in Dallas and King of Prussia, PA, preparing “Squid Game: The Experience” was one of Simon’s top priorities before Season 2.
Simon and his team experimented with over a hundred different games before settling on the lineup for “Squid Game: The Experience”, which changes depending on location. Hwang was involved in brainstorming sessions for this concept, as well as an unscripted series, a video game, various product partnerships Netflix is launching, but he emphasizes his primary concern is ensuring the original show ends successfully. Additionally, he’s offering suggestions for further developing the franchise on-screen.
According to Hwang, some ongoing projects are seeking my input more frequently. Therefore, it appears that in the future, there may be additional creative ventures stemming from the ‘Squid Game’ world, with me potentially playing a larger role in some of these new projects.
The back-to-back production of seasons 2 and 3 of “Squid Game” means that season 3 is scheduled for release next year, according to star Lee Jung-jae who expresses his eagerness for the concluding chapter to be released as quickly as possible.
Lee hints at an unexpected conclusion, saying, ‘You’ll never guess!’ I can’t wait to see the various perspectives viewers will bring to it.
As a passionate movie enthusiast, I’m thrilled to share that Netflix is gearing up for the grand finale of our beloved series, with preparations happening across various departments. The creative scripts for Season 3 have been handed over to the talented team behind the video game “Squid Game: Unleashed,” giving them a head start on enhancing the game post-Season 2 launch and also ensuring it’s ready when Season 3 premieres. I can’t wait to see how these brilliant minds bring our favorite game and series to life in new and exciting ways!
Certainly, there’s a lot of curiosity surrounding whether Season 2 can match the success of the show’s initial run at Netflix. Kim admits to feeling the pressure similar to what Hwang is experiencing, but she assures us that Netflix took precautions to ensure he didn’t suffer any setbacks during the filming of Seasons 2 and 3.
After completing post-production tasks for Season 3, Hwang is eager for a lengthy respite from the intense and captivating world he created. It’s challenging to delve into a dystopian depiction of contemporary society; this could serve as a cautionary note for those contemplating a self-guided tour of “Squid Game: The Experience.
After feeling completely drained, Hwang admits that he’s had enough of ‘Squid Game.’ Tired of creating and promoting projects, he’s currently not considering his next venture. Instead, he dreams of escaping to a secluded island, away from all work calls, especially those from Netflix – but not the island associated with ‘Squid Game.’
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2024-12-19 20:17