Netflix went to extreme lengths to publicize the final series of "Money Heist' in the Italian market; it trapped the show's superfans on a plane for five hours to prevent spoilers.

In a stunt by Publicis Italy, the streaming giant invited 100 Italian fans of the show to a special screening in Madrid of volume one of the final, fifth series of "Money Heist," ( known as "La Casa de Papel" in Italy). The flight took off from Genoa airport on Sept. 3 but unbeknownst to the fans, they weren't actually going to Madrid. Instead, they spent five hours in the air, watching the entire series but unable to post any spoilers on social media. By the time they landed, other, less spoiler-inclined, viewers would have had a chance to digest the series.

As well as being a fun way to publicize the series, and to reward fans, the work also highlights an interesting fact;  according to Brandwatch research, as many as 12.5% of online conversations related to a single show are spoilers, which peak in the very first hours of the release.