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Netflix Teams With Calm On Marketing For Train Dreams
Image courtesy of Netflix // Illustration by Kate Walker
To promote the lyrical, meditative historical drama, Train Dreams, Netflix has partnered with Calm to create the first-ever “Sleep Story” for a new movie.
The Big Picture: Advertisers have been quietly exploring ways to market products, services, and projects in our dreams for years. While most consumers would find that incredibly invasive (Inception, much?), advertising through a product designed to put you to sleep is a clever way to make a title stick — and perfectly capture the vibe of the Clint Bentley–directed awards hopeful.
Behind The Eyelids: Netflix is trying to cut through the noise by quieting potential audiences down, per Indiewire.
Calm’s Train Dreams-inspired “Sleep Story x Soundscape” experience is 20-minutes long.
It features clips of the film’s dialogue, narration by actor Will Patton, and elements of the movie’s score and sound design — all woven together by sound designer Lee Salevan and composer Bryce Dessner.
Last Blink: This isn’t the first time Calm has created Sleep Stories inspired by films (it’s previously done ones for public-domain classics like Pride and Prejudice and The Wizard of Oz), but it’s the first time the platform has partnered with a studio to market a new release. And while Calm already boasts 100 million users, Netflix wants to make sure everyone gets in a reflective mood — so it’s also sharing the soundscape on YouTube, Instagram, and X for those who don’t subscribe to the app.
It might just be the most peaceful part of your daily doomscroll.
Next Nap: The next great leap in mainstream marketing may be finding ways to more precisely guide people’s emotions — letting brands advertise the experience of something, not just describe what it is.
Together with Vanta
State Of Trust: AI-Driven Attacks Are Getting More Sophisticated
AI-driven attacks are getting bigger, faster, and more sophisticated — making risk much more difficult to contain. Without automation to respond quickly to AI threats, teams are forced to react without a plan in place.
This is according to Vanta’s newest State of Trust report, which surveyed 3,500 business and IT leaders across the globe.
One big change since last year’s report? Teams falling behind AI risks — and spending way more time and energy proving trust than building it.
61% of leaders spend more time proving security rather than improving it.
59% note AI risks outpace their expertise.
But 95% say AI is making their security teams more effective.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.