Netflix has been known for trying very unique marketing strategies for its programming. Last year, the streaming service pulled a Beyoncé and released “The Cloverfield Paradox” with zero marketing except a same-day trailer during the Super Bowl. Later in the year, the company went and broke its own rules and released certain films in theaters before they hit the streaming service. And now, for 2019, Idris Elba is taking part in their latest marketing gimmick – DJing.
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Well, it might be a bit cynical to call it a gimmick, but how else would you explain today’s announcement that Elba’s upcoming Netflix comedy series “Turn Up Charlie” (which features Elba as a DJ) would be premiering in March, just a day after it was announced the actor would have his very own DJ set at one of the world’s largest music festivals, Coachella? Sure, we could be seeing Elba’s latest career path, forgoing his A-lister movie star life and striking out as a mid-level DJ, but it would appear this is just an elaborate way for him to promote his new series.
That being said, it’s not a bad gimmick. Even if it’s just a one-off performance, who doesn’t want to see the actor try to entertain tens of thousands of people on a Coachella stage? If anything, it will be worth watching, just for the spectacle. Worst case, it’s terrible and people forget about it in a month’s time. Best case, it gets people talking more and everyone wants to run home and fire up the series on Netflix. Not a bad proposition at all.
As for the series itself, Netflix also released some first look photos that show Elba doing his DJ thing, along with pictures of him with his supporting cast. In addition to the A-lister, “Turn Up Charlie” stars Piper Perabo, Frankie Hervey, JJ Feild, Angela Griffin, Guz Khan, Jocelyn Jee Esein, Jade Anouka, Cameron King and Dustin Demri-Burns.
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And for those that aren’t interested in checking out Elba’s DJ street cred before watching the series, you can catch “Turn Up Charlie” when it hits Netflix on March 15.
Here’s the synopsis, in addition to some first look photos:
Turn Up Charlie centers on the titular Charlie (Idris Elba), a struggling DJ and eternal bachelor, who is given a final chance at success when he reluctantly becomes a ‘manny’ to his famous best friend’s problem-child daughter, Gabby (Frankie Hervey). Piper Perabo and JJ Feild co-star.
