Netflix is looking to expand its brand beyond streaming with a few experimental entertainment venues in select cities, planned to open in 2025. With words like “Netflix,” “entertainment,” and “venue,” you’d be forgiven for thinking Netflix is opening its own movie theaters, as it seems like the streaming giant has its eyes set on something rather different.
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Netflix’s entertainment complexes will live in shopping malls, and they’ll include live performances, food, merchandise, and more, all with a tie of some kind to Netflix’s streaming platform, naturally.
“Imagine waltzing with your partner to an orchestral cover of a Taylor Swift song on a replica of the Bridgerton set — and then walking around the corner to compete in the Glass Bridge challenge from Squid Game,” Netflix said in a press release.
“At Netflix House, you can enjoy regularly updated immersive experiences, indulge in retail therapy, and get a taste — literally — of your favorite Netflix series and films through unique food and drink offerings. The venues will bring our beloved stories to life in new, ever-changing and unexpected ways.”
Money Heist, Stranger Things, and other major Netflix franchises will also turn up at these venues in some capacity.
It sounds a bit like a theme park blended with the concept behind Epic Games’ Fortnite, where an IP holder smashes a bunch of brands together and calls it an experience, and then you pay more than usual to buy themed food and merchandise while you wander around.
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Anyway, these Netflix Houses will debut in the Galleria mall in Dallas, Texas, and the King of Prussia Mall in Philadelphia, Pennsylvania. Netflix didn’t say whether it plans to open more, though that’ll likely depend on how well these initial two do in 2025.
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