How Netflix Used ‘Stranger Things’ to Boost Sales of ‘The First Shadow’
Fans left the Dec. 19 performance of “Stranger Things: The First Shadow” buzzing after a unique moment: Jamie Campbell Bower, who plays Henry Creel/Vecna on the hit Netflix series, made a surprise cameo in the show’s epilogue.
“That was one of the coolest reveals of all time,” one fan told his partner on the escalator after the performance at Broadway’s Marquis Theater.
Bower appeared briefly in the play’s final scene, in which an adolescent Henry Creel (Louis McCartney) struggles with his dark powers after moving to Hawkins, Indiana in 1959. In the epilogue, an older Creel is introduced to a young Eleven in Hawkins Lab’s iconic Rainbow Room location, a moment that directly connects the Broadway prequel to the “Stranger Things” timeline.
“Seeing the full humanity of Henry in his youth, it’s something I took a lot of care in building the character,” Bower told Variety the night before he made his Broadway debut. “So to see that, and for fans to experience that – and get to know him and feel him – is a gift.”
Within minutes, videos from Bower bowing on stage next to the cast of “The First Shadow” began circulating on social media. Responses ranged from fans asking how the play ties into the TV series, to calls for a recording of the production to be streamed on Netflix. “Wow, so jealous!” wrote one user. “I would have love[d] to see that.”
The surprise appearance, which was only revealed to a select group of reporters under strict embargo, immediately sparked excitement, curiosity and FOMO within the ‘Stranger Things’ fandom.
“Bower’s cameo was billed as a one-time appearance,” Netflix said in a statement, “although its impact on fans – and the show’s mythology – will likely linger for much longer.”
The carefully timed moment comes amid a wave of momentum for “The First Shadow,” which has seen a sustained spike in ticket sales for both its Broadway and West End productions following the launch of its final season. According to production sources, sales are now at their highest level since the show’s initial openings, with audiences not only booking for the traditionally strong holiday weeks, but well into 2026 – a sign of continued fan interest in the franchise’s expanding universe.
“The First Shadow” expands the “Stranger Things” mythology in a way that contrasts with Marvel’s Disney+ model, which often introduces characters and storylines in limited series that later emerge in theatrical releases with minimal synopsis. Many of the pivotal moments that define Henry Creel’s origins in ‘The First Shadow’ will return to the screen in Part 2 of the final season in the form of Vecna’s memories. “That’s what we call our new Russia storyline,” Matt Duffer said Variety. “We’re really happy with the way it integrates with the other storylines.”
Another advantage in favor of the Broadway production is the tight focus on the small-town bubble of Hawkins residents that fans have come to love in “Stranger Things.” Every character mentioned in the playbill appears in – or is directly connected to – someone in the Netflix series:
- Virginia Creel (Rosie Benton) — Henry Creel/Vecna’s mother
- Dr. Martin Brenner (Alex Breaux) – a younger Dr. Brenner (Matthew Modine)
- Patty’s mother (Ta’Rea Campbell) – mother of Patty Newby, sister of Bob Newby
- Alice Creel (Lia Christina, Francesca Yhlen) — Henry Creel/Vecna’s younger sister
- Charles Sinclair (Robert T. Cunningham) — Lucas Sinclair’s father
- Sue Anderson (Ayana Cymone) – later known as Sue Sinclair, Lucas’ mother
- Walter Henderson (Ian Dolley) – father of Dustin Henderson
- Karen Childress (Dora Dolphin) — later Karen Wheeler (Cara Buono)
- Lonnie Byers (Logan Gould) – Joyce Byers’ (Ross Partridge) abusive ex-husband
- Claudia Yount (Shea Grant) – later known as Claudia Henderson, Dustin’s mother
- Director Newby (Andrew Hovelson) – Bob Newby’s father
- Joyce Maldonado (Alison Jaye) – later known as Joyce Byers (Winona Ryder)
- Victor Creel (TR Ridder) — Henry Creel/Vecna’s father
- Chief Hopper/Captain Brenner (Ted Koch) – father of Jim Hopper
- Ted Wheeler (Jamie Martin Mann) — Mike Wheeler’s father
- Henry Creel (Louis McCartney) – later changes to Vecna
- Bob Newby (Patrick Scott McDermott) – a younger Bob Newby (Sean Astin)
- Patty Newby (Gabrielle Nevaeh) – Bob Newby’s sister
- James Hopper Jr. (Burke Swanson) – a younger Jim Hopper (David Harbour)
- Alan Munson (Eric Wiegand) – Eddie Munson’s father
“Stranger Things: The First Shadow” also won four trophies at this year’s Tony Awards, including Best Scenic Design of a Play (Miriam Buether and 59), Best Lighting Design (Jon Clark) and Best Sound Design (Paul Arditti). The production also received a special Tony Award honoring the illusions and technical effects team: Jamie Harrison, Chris Fisher, Gary Beestone and Edward Pierce.
How long the production will play on Broadway remains unclear, but with the final episodes of “Stranger Things” dropping on Christmas Day and New Year’s Eve, there is little indication that momentum will slow down anytime soon.
