In December, Netflix will release "Bright", an action-meets-fantasy movie starring Will Smith, the acclaimed Hollywood actor.

And Megan Imbres, Director/Product Creative at Netflix, believes this big-budget film represents a watershed moment for the Los Gatos, California-based streaming platform, which currently boasts 104 million users across 190 countries worldwide.

"It's our first really big, big film," she told delegates at the 2017 Strategy Festival held by the 4A's (American Association of Advertising Agencies).

Imbres is charged with overseeing the "creative canvases" for all of Netflix's original output – a content slate that now includes everything from fictional series and movies to documentaries and stand-up comedy specials. And, she reported, the marketing strategy for "Bright" deliberately will draw on the behavioral data supplied by the service's customers, who collectively watch 125 million hours of shows and movies a day.