Don't Fear The Bottom Half Of The Screen (Until You Need To)

The demand for Non-English content is rising but the UK’s appetite is still low. We found that 1/5 adults in the UK aren’t adventurous when trying new things. In order to move out of your comfort zone and into the growth zone, you have to push through the fear zone. Focusing on fear, we’re homing in on Non-English thriller and horror titles on Netflix. Watching thrillers should be scary. Why else are you watching them? Our big idea ‘Don’t fear the bottom half of the screen (until you need to)’ highlights that you should fear the content, not the stigma behind subtitles. We found stills from Non-English thriller and horror titles where the threat of the film is in the bottom half of the screen. The copy is mimicking subtitles with the art direction drawing your eyes towards the threats.