Online DVD rental and streaming service Netflix has apologised to its Canadian consumers after two publications reported the company used actors to make up an audience at a press event.
“Extras are to behave as members of the public, out and about enjoying their day-to-day life, who happen upon a street event for Netflix and stop by to check it out,” Canadian publication the Globe reported the instructions as saying. “Extras are to look really excited, particularly if asked by media to do any interviews about the prospect of Netflix in Canada.”
Steve Swasey, vice president of corporate communications, said on the company’s blog that they “blew it”.
“We didn’t intend to mislead the media or the public, and we can understand why some have raised questions. We’re sorry that our misfire has given Canadians any reasons to doubt our authenticity or our sincerity.”
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
