The stunt promotes The Last House, the streamer's sci-fi thriller that began streaming Friday, Aug. 7. The film follows a suburban family of four who wake to find themselves sealed inside their house with no way out. To bring that premise into the physical world, Netflix built a fully furnished living room into a billboard roughly 30 feet above the intersection of Sunset Boulevard and Selma Avenue, then placed a live performer inside to occupy it from Thursday through Saturday, communicating with commuters below using a whiteboard beneath the words "How long can you survive?"
Inside the film, an ordinary Seattle morning turns when an apparently sentient storm seals every home in the neighborhood, welding doors shut and leaving windows unbreakable. Neighbors, trapped in their own houses, are reduced to signaling one another through the glass, and shadowy shapes move across the lawn whenever the rain grows heavier. Greta Lee, known for Past Lives and Russian Doll, and Wagner Moura of Narcos play married parents straining to keep their two children calm as days of confinement stretch into something far longer and their supplies run down. Lee has said the family's "superpower... is actually just their love for each other."
The film has drawn mixed reviews, with critics praising the two lead performances and the claustrophobic production design while questioning how satisfyingly the central mystery resolves. But the marketing has been harder to dispute. By converting a Hollywood billboard into a livable, inescapable room and putting a person inside it for three days, Netflix handed passersby a brief public taste of the isolation the movie aims to deliver.
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