Netflix traveled to Toronto last Wednesday to announce their launch of video streaming services to the Canadian public. Problem was they also paid "extras" to speak to media as if they were random people from the street - mothers, tech-geeks, students, etc. News of the ploy leaked through Twitter and now Netflix has some serious mending to do on their image.
The VP of Corporate Communications for Netflix has denied knowledge of the ploy, but recovered flyers from the event clearly state “Extras are to look really excited, particularly if asked by media to do any interviews about the prospect of Netflix in Canada.”
Netflix already had its work cut out entering the market up against Canada's established mail order/stream video service, Zip.Ca. Hype fabrication at the Canadian Netflix launch event will have landed a negative blow to consumer trust and brand image. The Canadian version of the service will not include physical DVD rental, but will focus on streaming content. The current titles available for Netflix streaming tend to be older releases, adding one more challenge selling their service to our neighbors in the north.
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