A recent Twitter thread involving an industry familiar reveals why Netflix properties haven’t been including release dates in NBA Finals ads.

Those who’ve been watching the NBA Finals this year may have noticed something interesting about ads for The Gray Man that have been shown during the games— none of them include a release date. One fan was quick to point this out on Twitter, after which an industry regular hopped into their comment sections to begin a thread discussing why this is the case.

The two began to chat and eventually, why Netflix chooses to run ads without release dates was revealed.

“Netflix spending $$$$ during the NBA Finals with THE GRAY MAN. And they advertise it as coming…THIS SUMMER.

It drops in limited release theatrically 7/15, and on Netflix 7/22.

I’m not saying they’re doing it wrong but…they’re doing it wrong.”

“The networks do not allow them to put dates on their ads. Some do not even allow them to advertise. The ones that do will not permit anything but a seasonal reference or coming soon. The rationale is that it draws people away from their programming.”

“I haven’t heard that before. Why would a company agree to that? Does this only pertain to streamers? Can’t imagine studios would go for that.”

“Sorry, missed this question. It use to only apply to Netflix but to my knowledge it applies to all streamers advertising on networks that are not in their corp family, e.g HBO Max cannot out dates or a watch now cta on ads that run on Universal or ABC”

“Happy to chat more about it. Spent four years on that team. Led the campaigns for everything from Red Notice and The Adam Project to The Trial of Chicago 7 and 6 Underground. The marketing team is immensely talented and capable. Just chasing their charter”

“The networks do not allow them to put dates on their ads. Some do not even allow them to advertise. The ones that do will not permit anything but a seasonal reference or coming soon. The rationale is that it draws people away from their programming.”

“So while you’re point is not wrong, it’s lacking pretty relevant context”

“Not at all. If your film is planing to release in theaters…you 100% say…COMING SOON TO THEATERS. They didn’t. This is an epic, epic fail on the Netflix marketing team. How did they miss this? It’s inconceivable to me.”

“I don’t disagree but That would imply the business model is to sell theater tickets. At this time, that’s not their model”

“Why advertise it on TV? I highly doubt they see subscriptions spike with their films. Why even release in theaters at all? Why spend $200M? The whole concept of what they’re doing greenlighting blockbusters at this level is suspect. Their model needs to shift.”

“Don’t disagree philosophically. At all. But one thing to call out, your statement implies that Acquistion is the goal of the ad. But it is not. As I mentioned in my other reply they are looking to creat anticipatory buzz. Acquistion is not the title marketing group’s charter”

“I see what you’re getting at, but the charter can’t blindly go forward without seeing the big picture. If that’s the case, the charter is a bit shortsighted and needs to be revised. Advertising a movie leads to a destination. That destination is a date or a place…”

“100% agree. They need to shift their goals and reorient around a hybrid model that allows them to blow out their biggest 8-12 movies a year theatrically. They don’t have to deal with this issue in their marketing ad they’ll be driving to theaters.”

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