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From 'Squid Game' to 'Frankenstein,' Netflix takes brand promotion to a new level at Tudum

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From 'Squid Game' to 'Frankenstein,' Netflix takes brand promotion to a new level at Tudum

Vanessa Agabo-Davalos has spent hours watching the dystopian drama “Squid Game” on Netflix. But nothing could prepare the 21-year-old college student for seeing one of the show’s actors walk the red carpet a few feet in front of her.

She found herself starstruck in the presence of Kang Ae-sim, who portrays Geum-ja (Player 149) on the South Korean thriller. All the more so when they snapped a photo together.

“You forget everything. You forget how to talk — it’s just like ‘Wow, I saw you on TV,’” said Agabo-Davalos, who traveled an hour from the Inland Empire and can’t wait to see the final season this month. “I feel like it’s a dream come true for the ones that really enjoyed these shows.”

She was among the more than 9,500 Netflix fans who gathered Saturday at the Kia Forum in Inglewood for Netflix‘s Tudum live event, an hours-long extravaganza meant to hype up audiences for upcoming series, movies and returning franchises.

People traveled from all over the world to celebrate their love for shows including “Squid Game,” Addams Family series “Wednesday” and sci-fi show “Stranger Things.”

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During Netflix’s variety-show like program onstage at the famed venue, the company showed off how its computer animated version of Tony Tony Chopper, a toddler-sized reindeer-boy character in the live action pirate series “One Piece,” would appear in the upcoming season.

Oscar-winning director Guillermo del Toro unveiled a new teaser trailer for his November Netflix movie, “Frankenstein,” starring Oscar Isaac and Mia Goth, who both appeared onstage with the filmmaker. Fans also saw the first six minutes of the first episode of Season 2 of “Wednesday,” which will be released in August.

The event, named after the sound that plays before a Netflix program begins (“tuh-dum”), was part of Netflix’s ongoing effort to harness the enthusiasm its viewers have for its most popular programs and inspire them to keep streaming.

“It is about celebrating fans and giving something back to them,” Netflix’s Chief Marketing Officer Marian Lee told The Times after the event. “Of course it is also about promoting … we have a huge slate coming up.”

Netflix hosted the first Tudum event in 2020 in São Paulo, which came from the company’s Brazil team, which had an idea for an event that rewarded the streamer’s fans of young adult shows. That later led to Tudum evolving into different formats including festivals and livestreams, events that were more like a fan convention.

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In 2023, Netflix held Tudum again in São Paulo, drawing more than 35,000 attendees and more than 78 million views through Netflix’s social channels.

But Saturday’s festivities in Inglewood took Netflix brand promotion to a new level.

It was the first time Tudum was livestreamed directly on Netflix, rather than on YouTube or social media outlets. The event played like a roughly two-hour live variety show, featuring “ask me anything” segments, as well as performances from music artists including Lady Gaga, who appears in the next season of “Wednesday.”

Xavier Woods, left, and Kofi Kingston attend Netflix Tudum 2025: The Live Event at the Kia Forum on Saturday in Inglewood.

(Emma McIntyre/Getty Images for Netflix)

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There was plenty of cross promotion of Netflix content during the show, as WWE wrestlers talked about why people should tune into their weekly live show on the platform, while also speaking about their love for “One Piece,” based on manga.

Tudum host Sofia Carson touted her upcoming Netflix movie, “My Oxford Year,” which also stars Corey Mylchreest, known for portraying King George III in Georgian era romance series “Queen Charlotte” from the “Bridgerton” universe. Sesame Street‘s Cookie Monster also made an appearance with actors Ben Affleck and Matt Damon, who star in the new Netflix movie “The RIP.”

“I don’t think another studio can pull this off in the way that we did,” Lee said. “Fandoms can be unique and distinct. They’re putting all those fans in a room together, WWE fans next to [mystery movie] ‘Knives Out’ fans next to Lady Gaga fans for ‘Wednesday.’ That’s an incredible achievement. That is something only Netflix can do.”

To some people, Tudum is a page borrowed from Walt Disney Co., which hosts the biennial D23 fan convention in Anaheim, pulling together disparate fandoms (Disney princesses, Marvel, Pixar, Star Wars) to converge in the same place. It raises the question: Does Netflix, a streaming service that produces shows from just about every genre for just about every kind of audience, have fans in the same way that Disney does?

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Over the years, Netflix has expanded its live events and in-person experiences to keep viewers engaged. Those have included “Bridgerton” balls, Netflix-themed eateries and retail stores selling merch based on “Stranger Things” and other shows.

Lee declined to say how much Netflix spent on the event. Some fans bought tickets, ranging from $25 to $75, while others said they scored free tickets. Netflix said tickets sold out in about a week.

Netflix doesn’t have iconic animated characters like Mickey Mouse or storied franchises like “Star Wars” or Marvel. But Netflix’s strategy is to have something for everyone, and because of that, people are reluctant to quit it, industry observers say, even as economic anxieties run rampant.

“That is the competitive advantage of Netflix,” said Larry Vincent, a marketing professor at USC Marshall School of Business. “It really has become the big tent of streaming. They’ve invested pretty significantly to develop a stockpile of content.”

The streamer said last year it had more than 301 million subscribers globally. On Saturday, the attendees reflected that expansive audience.

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Fans at Netflix Tudum 2025: The Live Event at the Kia Forum on Saturday in Inglewood.

Netflix Tudum 2025: The Live Event at the Kia Forum on Saturday in Inglewood.

(Adam Rose/Netflix)

Fans dressed up as their favorite characters from Netflix shows. People wore black dresses similar to Wednesday’s attire, straw hats in support of “One Piece” and green tracksuits like the ones players wear in the deadly “Squid Game.”

When Cookie Monster appeared behind a DJ booth on the “N” shaped red carpet to sing “‘C’ is for Cookie,” adults in “Squid Game” tracksuits joined in the chorus.

“It’s all-encompassing and global and passionate,” Tudum host Carson, known for starring in Netflix movies including “Carry-On” and “Purple Hearts,” said in an interview after the event ended. “It is truly extraordinary to feel the love from every single part of the world — it crosses languages, it crosses cultures.”

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Shaheidi Jimenez, 21, came to the Netflix event as a fan of “Wednesday” and “Squid Game.” She hadn’t watched “Stranger Things,” but seeing the screaming fans for the show’s actors on the red carpet made her more curious about the sci-fi series.

“When I see the cast, it makes me want to watch it now,” Jimenez said. “I’m familiar with them more. It makes me want to watch the show and probably get into it.”

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Senate committee kills bill mandating insurance coverage for wildfire safe homes

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Senate committee kills bill mandating insurance coverage for wildfire safe homes

A bill that would have required insurers to offer coverage to homeowners who take steps to reduce wildfire risk on their property died in the Legislature.

The Senate Insurance Committee on Monday voted down the measure, SB 1076, one of the most ambitious bills spurred by the devastating January 2025 wildfires.

The vote came despite fire victims and others rallying at the state Capitol in support of the measure, authored by state Sen. Sasha Renée Pérez (D-Pasadena), whose district includes the Eaton fire zone.

The Insurance Coverage for Fire-Safe Homes Act originally would have required insurers to offer and renew coverage for any home that meets wildfire-safety standards adopted by the insurance commissioner starting Jan. 1, 2028.

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It also threatened insurers with a five-year ban from the sale of home or auto insurance if they did not comply, though it allowed for exceptions.

However, faced with strong opposition from the insurance industry, Pérez had agreed to amend the bill so it would have established community-wide pilot projects across the state to better understand the most effective way to limit property and insurance losses from wildfires.

Insurers would have had to offer four years of coverage to homeowners in successful pilot projects.

Denni Ritter, a vice president of the American Property Casualty Insurance Assn., told the committee that her trade group opposed the bill.

“While we appreciate the intent behind those conversations, those concepts do not remove our opposition, because they retain the same core flaw — substituting underwriting judgment and solvency safeguards with a statutory mandate to accept risk,” she said.

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In voting against the bill Sen. Laura Richardson, (D-San Pedro), said: “Last I heard, in the United States, we don’t require any company to do anything. That’s the difference between capitalism and communism, frankly.”

The remarks against the measure prompted committee Chair Sen. Steve Padilla, (D-Chula Vista), to chastise committee members in opposition.

“I’m a little perturbed, and I’m a little disappointed, because you have someone who is trying to work with industry, who is trying to get facts and data,” he said.

Monday’s vote was the fourth time a bill that would have required insurers to offer coverage to so-called “fire hardened” homes failed in the Legislature since 2020, according to an analysis by insurance committee staff.

Fire hardening includes measures such as cutting back brush, installing fire resistant roofs and closing eaves to resist fire embers.

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Pérez’s legislation was thought to have a better chance of passage because it followed the most catastrophic wildfires in U.S. history, which damaged or destroyed more than 18,000 structures and killed 31 people.

The bill was co-sponsored by the Los Angeles advocacy group Consumer Watchdog and Every Fire Survivor’s Network, a community group founded in Altadena after the fires formerly called the Eaton Fire Survivors Network.

But it also had broad support from groups such as the California Apartment Association, the California Nurses Association and California Environmental Voters.

Leading up to the fires, many insurers, citing heightened fire risk, had dropped policyholders in fire-prone neighorhoods. That forced them onto the California FAIR Plan, the state’s insurer of last resort, which offers limited but costly policies.

A Times analysis found that that in the Palisades and Eaton fire zones, the FAIR Plan’s rolls from 2020 to 2024 nearly doubled from 14,272 to 28,440. Mandating coverage has been seen as a way of reducing FAIR Plan enrollment.

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“I’m disappointed this bill died in committee. Fire survivors deserved better,” Pérez said in a statement .

Also failing Monday in the committee was SB 982, a bill authored by Sen. Scott Wiener, (D-San Francisco). It would have authorized California’s attorney general to sue fossil fuel companies to recover losses from climate-induced disasters. It was opposed by the oil and gas industry.

Passing the committee were two other Pérez bills. SB 877 requires insurers to provide more transparency in the claims process. SB 878 imposes a penalty on insurers who don’t make claims payments on time.

Another bill, SB 1301, authored by insurance commissioner candidate Sen. Ben Allen, (D-Pacific Palisades), also passed. It protects policyholders from unexplained and abrupt policy non-renewals.

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How We Cover the White House Correspondents’ Dinner

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How We Cover the White House Correspondents’ Dinner

Times Insider explains who we are and what we do, and delivers behind-the-scenes insights into how our journalism comes together.

Politicians in Washington and the reporters who cover them have an often adversarial relationship.

But on the last Saturday in April, they gather for an irreverent celebration of press freedom and the First Amendment at the Washington Hilton Hotel: The White House Correspondents’ Association dinner.

Hosted by the association, an organization that helps ensure access for media outlets covering the presidency, the dinner attracts Hollywood stars; politicians from both parties; and representatives of more than 100 networks, newspapers, magazines and wire services.

While The Times will have two reporters in the ballroom covering the event, the company no longer buys seats at the party, said Richard W. Stevenson, the Washington bureau chief. The decision goes back almost two decades; the last dinner The Times attended as an organization was in 2007.

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“We made a judgment back then that the event had become too celebrity-focused and was undercutting our need to demonstrate to readers that we always seek to maintain a proper distance from the people we cover, many of whom attend as guests,” he said.

It’s a decision, he added, that “we have stuck by through both Republican and Democratic administrations, although we support the work of the White House Correspondents’ Association.”

Susan Wessling, The Times’s Standards editor, said the policy is a product of the organization’s desire to maintain editorial independence.

“We don’t want to leave readers with any questions about our independence and credibility by seeming to be overly friendly with people whose words and actions we need to report on,” she said.

The celebrity mentalist Oz Pearlman is headlining the evening, in lieu of the usual comedy set by the likes of Stephen Colbert and Hasan Minhaj, but all eyes will be on President Trump, who will make his first appearance at the dinner as president.

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Mr. Trump has boycotted the event since 2011, when he was the butt of punchlines delivered by President Barack Obama and the talk show host Seth Meyers mocking his hair, his reality TV show and his preoccupation with the “birther” movement.

Last month, though, Mr. Trump, who has a contentious relationship with the media, announced his intention to attend this year’s dinner, where he will speak to a room full of the same reporters he often derides as “enemies of the people.”

Times reporters will be there to document the highs, the lows and the reactions in the room. A reporter for the Styles desk has also been assigned to cover the robust roster of after-parties around Washington.

Some off-duty reporters from The Times will also be present at this late-night circuit, though everyone remains cognizant of their roles, said Patrick Healy, The Times’s assistant managing editor for Standards and Trust.

“If they’re reporting, there’s a notebook or recorder out as usual,” he said. “If they’re not, they’re pros who know they’re always identifiable as Times journalists.”

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For most of The Times’s reporters and editors, though, the evening will be experienced from home.

“The rest of us will be able to follow the coverage,” Mr. Stevenson said, “without having to don our tuxes or gowns.”

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MrBeast company sued over claims of sexual harassment, firing a new mom

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MrBeast company sued over claims of sexual harassment, firing a new mom

A former female staffer who worked for Beast Industries, the media venture behind the popular YouTube channel MrBeast, is suing the company, alleging she was sexually harassed and fired shortly after she returned from maternity leave.

The employee, Lorrayne Mavromatis, a Brazilian-born social media professional, alleges in a lawsuit she was subjected to sexual harassment by the company’s management and demoted after she complained about her treatment. She said she was urged to join a conference call while in labor and expected to work during her maternity leave in violation of the Family and Medical Leave Act, according to the federal complaint filed Wednesday in the U.S. District Court for the Eastern District of North Carolina.

“This clout-chasing complaint is built on deliberate misrepresentations and categorically false statements, and we have the receipts to prove it. There is extensive evidence — including Slack and WhatsApp messages, company documents, and witness testimony — that unequivocally refutes her claims. We will not submit to opportunistic lawyers looking to manufacture a payday from us,” Gaude Paez, a Beast Industries spokesperson, said in a statement.

Jimmy Donaldson, 27, began MrBeast as a teen gaming channel that soon exploded into a media company worth an estimated $5 billion, with 500 employees and 450 million subscribers who watch its games, stunts and giveaways.

Mavromatis, who was hired in 2022 as its head of Instagram, described a pervasive climate of discrimination and harassment, according to the lawsuit.

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In her complaint, she alleges the company’s former CEO James Warren made her meet him at his home for one-on-one meetings while he commented on her looks and dismissed her complaints about a male client’s unwanted advances, telling her “she should be honored that the client was hitting on her.”

When Mavromatis asked Warren why MrBeast, Donaldson, would not work with her, she was told that “she is a beautiful woman and her appearance had a certain sexual effect on Jimmy,” and, “Let’s just say that when you’re around and he goes to the restroom, he’s not actually using the restroom.”

Paez refuted the claim.

“That’s ridiculous. This is an allegation fabricated for the sole purpose of sparking headlines,” Paez said.

Mavromatis said she endured a slate of other indignities such as being told by Donaldson that she “would only participate in her video shoot if she brought him a beer.”

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“In this male-centric workplace, Plaintiff, one of the few women in a high-level role, was excluded from otherwise all-male meetings, demeaned in front of colleagues, harassed, and suffered from males be given preferential treatment in employment decisions,” states the complaint.

When Mavromatis raised a question during a staff meeting with her team, she said a male colleague told her to “shut up” or “stop talking.”

At MrBeast headquarters in Greenville, N.C., she said male executives mocked female contestants participating in BeastGames, “who complained they did not have access to feminine hygiene products and clean underwear while participating in the show.”

In November 2023, Mavromatis formally complained about “the sexually inappropriate encounters and harassment, and demeaning and hostile work environment she and other female employees had been living and experiencing working at MrBeast,” to the company’s then head of human resources, Sue Parisher, who is also Donaldson’s mother, according to the suit.

In her complaint, Mavromatis said Beast Industries did not have a method or process for employees to report such issues either anonymously or to a third party, rather employees were expected to follow the company’s handbook, “How to Succeed In MrBeast Production.”

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In it, employees were instructed that, “It’s okay for the boys to be childish,” “if talent wants to draw a dick on the white board in the video or do something stupid, let them” and “No does not mean no,” according to the complaint.

Mavromatis alleges that she was demoted and then fired.

Paez said that Mavromatis’s role was eliminated as part of a reorganization of an underperforming group within Beast Industries and that she was made aware of this.

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