The Duffer Brothers prepared a script[when?] that would essentially be similar to the series' actual pilot episode, along with a 20-page pitch book to help shop the series around for a network. They pitched the story to about fifteen cable networks, all of which rejected the script on the basis that they felt a plot centered around children as leading characters would not work, asking them to make it a children's series or to drop the children and focus on Hopper's investigation in the paranormal. In early 2015, Dan Cohen, the VP of 21 Laps Entertainment, brought the script to his colleague Shawn Levy. They subsequently invited the Duffer Brothers to their office and purchased the rights for the series, giving full authorship of it to the brothers. After reading the pilot, the streaming service Netflix purchased the whole season for an undisclosed amount; the series was subsequently announced for a planned 2016 release by Netflix in early April 2015. The Duffer Brothers stated that at the time they had pitched to Netflix, the service had already gotten recognized for its original programming, such as House of Cards and Orange Is the New Black, with well-recognized producers behind them, and were ready to start giving upcoming producers like them a chance. The brothers started to write out the series and brought Levy and Cohen in as executive producers to start casting and filming.