Netflix has expanded its business into Canada, and recently held a launch event in Toronto to celebrate this. However, reports were that the company hired extras to pose as excited future-customers, and Netflix VP of corporate communications Steve Swasey wants to apologize for that.

I want to address an event held by Netflix in downtown Toronto yesterday as part of our launch of Netflix in Canada. The launch included the shooting of a corporate video with some hired extras, who, it turns out, were given improper direction to talk with the news media about their enthusiasm for the Netflix service, read Swasey in a public post. This was a mistake and was not intended to be part of our launch plan. Simply put: we blew it. We didn’t intend to mislead the media or the public, and we can understand why some have raised questions. We’re sorry that our misfire has given Canadians any reasons to doubt our authenticity or our sincerity.

Source: Official Netflix Blog