Netflix show brings back Blockbuster, but some brands should stay dead

Web publication (2022)

Authors

Michael Beverland University of Sussex

P. Cankurtaran Responsible Marketing and Consumer Behavior

Research Group

Responsible Marketing and Consumer Behavior

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Published Date

2022

Language

English

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Research Group

Responsible Marketing and Consumer Behavior

Abstract

Streaming services are replete with stories of the dead coming back to life. They’re also chock-full with dead or almost dead brands. Shows like Stranger Things have not only given new life to 1980s pop classics like Kate Bush’s Running up that Hill, but also former tech icons such as Polaroid.

One of Netflix’s latest shows goes beyond product placement by placing a dead brand, Blockbuster, at the centre of the drama. The story is set in the last Blockbuster retail outlet in the USA, and focuses on employees’ attempts to save the store, ironically in the face of the onslaught of Netflix.