Billboards For Extraction 2 Let You Feel Chris Hemsworth's Sweat

Netflix may be embroiled in a writer’s strike, but that hasn’t stopped them from creating an unusual marketing strategy for their new blockbuster action film.

To promote Chris Hemsworth’s new film Extraction 2, the streamer has erected huge billboards with a photo of the action star that actually drips sweat. The unconventional ad is meant to give audiences the experience of being part of the action.

The film, directed by Sam Hargrave, sees Hemsworth playing black ops mercenary Tyler Rake who survived the first movie and is now “tasked with another deadly mission: rescuing the battered family of a ruthless Georgian gangster from the prison where they are being held,” according to a release.

Extraction 2 relies heavily on practical effects and Hemsworth did many of his own stunts. Since the star was likely sweating up a storm while filming, it seems fitting that Netflix’s attempt at a viral marketing campaign should be covered in sweat too.

Netflix created huge billboards with a photo of Hemsworth as Tyler Rake and added technology to make it drip with “sweat.” Lasers were used to cut tiny holes in Hemsworth’s forehead that would look like pores and then rigged tubes and a water pump to the back of the billboard so they could mimic the look of real perspiration dripping down his face.

The billboards were then plastered across New York and Los Angeles at ground level, instead of overhead, so that people walking by could take selfies and even touch the strange ads.

“Fans want elements where they can interact,” Netflix’s chief marketing officer Marian Lee told Variety. “They want to interact with talent,” she admits. “But they want to participate with interactive and photographable moments. It’s really important to have tangible things that fans can do.”