Netflix is set to open massive entertainment venues in Dallas and King of Prussia that will allow fans to dive deep into the worlds of their favorite shows.
The “experiential” complexes, known as Netflix Houses, will feature elaborate events, themed gift shops, and restaurants. Occupying former department store locations, both houses will exceed 100,000 square feet and are scheduled to open in 2025.
Netflix is taking a page out of the theme park playbook with these immersive experiences. For fans of “Squid Game,” Netflix promises to recreate the intense Glass Bridge challenge where competitors must carefully navigate clear panels that shatter beneath them.
Some critics question the sustainability of such ventures, doubting if they can attract repeat business. Neil Saunders, a managing director and retail analyst at GlobalData, emphasized the importance of keeping the offerings fresh to retain visitors.
Netflix has already seen success with touring productions and events tied to its popular shows. Cities like Kuala Lumpur, Toronto, and São Paulo have hosted immersive experiences based on shows like “Bridgerton,” “Knives Out,” and “Stranger Things.”
The move into experiential entertainment is not unique, as Disney has successfully monetized its content through various retail channels. For Netflix, it represents a strategic shift to expand its revenue sources beyond traditional streaming services.
In addition to these immersive venues, Netflix has also ventured into video games and merchandise collaborations to diversify its offerings. The partnership with Williams Sonoma on “Bridgerton”-themed products is just one example of this brand extension.
TikTok influencer and “Bridgerton” fan Carrie Berk believes Netflix’s foray into experiential entertainment will be well-received by fans. She praised the opportunity to experience the magic of Netflix shows in real life.
“The Queen’s Ball,” a popular event associated with “Bridgerton,” has been a recurrent feature in various cities, attracting fans with its historical reenactments and interactive elements. Social media influencers have been actively engaged in promoting these events, illustrating Netflix’s focus on digital marketing.
Netflix’s Chief Marketing Officer Marian Lee described Netflix House as the next evolution of their experiential offerings, promising new and unexpected ways to bring their stories to life. Fans like Berk have already felt the impact of these immersive experiences, stepping into the worlds of their favorite shows like never before.
