Netflix Builds ‘Gray Man’ Metaverse Experience in Decentraland

Streaming giant Netflix has touched down in the Decentraland metaverse. The purpose is two-fold: promote its new action movie “The Gray Man,” featuring Ryan Gosling and Chris Evans, and explore new interactive ways that a brand can connect with fans virtually.

The film is a spy thriller, and Netflix’s 45-parcel Decentraland activation is aptly considered a “Metaverse Mission.” Decentraland recreated a landscape from the movie — a labyrinth that users must navigate by proving their knowledge about the movie’s plot along the way.

Upon entering the maze, users hear the film’s original music and protagonist Ryan Gosling’s instruction video.

The month-long experiment is a way for big brands to enter the metaverse by renting out virtual land for a short, specific project, as opposed to purchasing it. The companies doing this today “are going to have a huge advantage tomorrow if they understand how this works and how people can interact” in the metaverse, says Diego Alvarez, the senior business developer at The Electric Factory.

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