TORONTO - Netflix has apologized on its blog for a PR stunt gone wrong, admitting the company "blew it" with its launch into the Canadian market.
Hired extras gathered outside a press event in Toronto Wednesday and were told to act "really excited" about the Canadian launch of video-streaming website.
An information sheet obtained by The Canadian Press instructed the actors to show enthusiasm, "particularly if asked by media to do any interviews."
Vice-president of corporate communications Steve Swasey writes that the extras were given "improper direction" and should not have been speaking with reporters.
Swasey says the company didn't intend to mislead the media or public and he understands why questions were raised.
The story quickly spread across Twitter and was picked up by news agencies and prominent blogs in the U.S., including Boing Boing, Engadget, NPR, The Onion's AV Club and the Hollywood Reporter.
"This was a mistake and was not intended to be part of our launch plan. Simply put: we blew it," Swasey writes in the blog post.
"We're sorry that our misfire has given Canadians any reasons to doubt our authenticity or our sincerity."
The Canadian Netflix service will cost $7.99 a month with a one-month free trial.
While U.S. customers -- which now number more than 15 million -- also have the option of renting newer DVDs by mail from Netflix, that option will not be available in Canada.
