How 'Stranger Things' became Netflix's 'Star Wars'

The smash hit has been key to the streaming service's strategy

- Wendy Lee

FANS BIKE and skate down the street at an event by Netflix and CicLAvia celebrating "Stranger Things."

KAYLA BARTKOWSKI Los Angeles Times

Before the sci-fi series “Stranger Things” premiered on Netflix, several traditional studios had already passed on it. Its creators were first-time showrunners, unknown young actors were cast in lead roles, and even though the show starred kids, it was not for children.

That was nine years ago.

The 1980s-set show about a monster that wreaks havoc on fictional Hawkins, Ind., struck a chord with Netflix’s global subscribers. “Stranger Things” has since become one of the streamer’s most culturally significant shows, with its fourth season garnering 140.7 million views in its first three months and ranking third among its top English-language series. It was instrumental in growing new branches of business for Netflix, including live events, a Broadway production and inspired brands eager to partner on merchandise. The global franchise allowed Netflix to build a universe around the central characters and create its own version of “Star Wars.”

“Stranger Things” also helped cement Netflix’s reputation as a place that makes big bets on original ideas that, if successful, can attract loyal fans and expand its worldwide subscriber base.

Netflix took a chance on showrunner brothers Matt and Ross Duffer. The pair never imagined the series, which held its first premiere in Silver Lake at Mack Sennett Studios, would take off the way it did.

That wasn’t lost on Matt Duffer, who stood on stage at the final season premiere inside the historic TCL Chinese Theatre in Hollywood earlier this month. It was the same place “Star Wars” premiered in 1977.

"For me, as a nerd, this is a dream come true,” Duffer told the audience.