Netflix launching 2 massive venues with show-themed experiences and shops

Netflix is set to open expansive entertainment venues in two cities, providing fans with immersive experiences related to their favorite shows.

These “experiential” complexes, named Netflix Houses, will feature themed events, gift shops, and restaurants. They will repurpose former department store spaces at Dallas Galleria and the King of Prussia Mall near Philadelphia, each covering over 100,000 square feet, and are scheduled to open in 2025, according to Netflix.

This initiative is Netflix’s take on creating a TV-themed park experience. For example, fans of the “Squid Game” series can look forward to participating in a recreated Glass Bridge challenge, where competitors walk or jump across clear panels that can shatter and drop them if they choose the wrong one.

Despite the excitement, some critics highlight the challenge of maintaining repeat business. Neil Saunders, managing director and retail analyst at GlobalData, emphasized that keeping the offerings fresh will be crucial to attract returning visitors.

Netflix has previously found success with elaborate touring productions and events based on its popular shows. For instance, Kuala Lumpur is currently hosting a “Bridgerton” High Tea tour, Toronto offers a “Knives Out” dinner party, and São Paulo features an immersive “Stranger Things” experience.

While this is a bold move, it’s not entirely new. “Disney has monetized its content for years with a successful retail business through licensing, its own stores, and shop-in-shop concepts,” Saunders noted.

For Netflix, this venture is part of a broader strategy to diversify its revenue streams beyond traditional streaming. Despite the bulk of its profits coming from streaming, Netflix is exploring new areas as profits in the industry tighten. The company has scaled back on original programming but expanded its video game offerings, including mobile-friendly games from the “Grand Theft Auto” franchise, and partnered with Williams Sonoma on “Bridgerton”-themed dinnerware and other products.

TikTok influencer and “Bridgerton” fan Carrie Berk, who has attended “The Queen’s Ball” event twice, believes Netflix’s new venture will succeed. Berk, who was not compensated by Netflix, praised the initiative, saying, “I think it’s brilliant that Netflix is bringing that magic IRL!” (IRL stands for “in real life.”)

“The Queen’s Ball,” an event staged in various cities, allowed fans to enjoy dances, violin performances, and acrobatic acts under chandelier lighting, with the Queen selecting a “Diamond of the Season” at each performance. Social media influencers were invited to write letters explaining why they should be chosen, highlighting Netflix’s engagement with the social media world.

Netflix Chief Marketing Officer Marian Lee stated that “Netflix House represents the next generation of our distinctive offerings,” promising that the venues will bring beloved stories to life in new, ever-changing, and unexpected ways.

Reflecting on her experience, Berk told CNN, “It really made me feel like I stepped into the world of the show.”