Netflix has taken out-of-home advertising to a new level with an unusual promotional stunt for its upcoming sci-fi thriller The Last House. Instead of relying on a traditional billboard, the streaming platform has placed a live performer inside a fully furnished billboard overlooking Los Angeles’ iconic Sunset Boulevard, turning the installation into a real-world extension of the film’s central premise.
The activation features a man living inside a room built approximately 30 feet above the ground, complete with a sofa, books, table, curtains, plants and other household furnishings. Throughout the campaign, the performer carries on with everyday activities such as reading, eating, stretching and looking out of the window while interacting with passersby using a whiteboard instead of speaking directly. The installation is scheduled to run from August 6 to August 9, leading up to the film’s release on Netflix.
The stunt mirrors the plot of The Last House, which follows a family mysteriously trapped inside their home with no way to escape while supplies begin to run out and an unknown force keeps them confined. Directed by Louis Leterrier, the thriller stars Greta Lee and Wagner Moura and premieres on August 7.
Rather than simply advertising the film, Netflix has recreated its central idea in a physical space, allowing commuters and pedestrians to witness the feeling of confinement in real time. The performer communicates with onlookers by writing messages on a whiteboard, reinforcing the sense of isolation experienced by the characters in the movie. According to Netflix, the billboard has been equipped with air conditioning, though other logistical details have not been disclosed.
The activation has quickly attracted attention across social media, with videos of the “man trapped inside a billboard” circulating widely on platforms such as TikTok, Instagram and X. Many users initially believed the installation was real before discovering it was part of Netflix’s marketing campaign, helping generate curiosity around the film ahead of its release.
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