Netflix Plans to Open Two Entertainment Complexes in 2025

Netflix has selected Dallas, Texas and Pennsylvania’s King of Prussia as the first two cities for its massive location-based entertainment venues, set to open in 2025. Specifying “they’re not exactly theme parks,” the Netflix House destinations will feature shopping, eateries and “regularly updated” experiential activities that tie-in with major franchises like “Bridgerton,” “Stranger Things” and “Squid Game.” Netflix CMO Marian Lee says the company has already launched more than 50 experiences in 25 cities, with Netflix House representing “the next generation” venue for the streaming giant.

Netflix says the locations — at the King of Prussia Mall and Galleria Dallas — were chosen “because they are part of two of the most popular shopping centers in America, boasting hundreds of retailers, high foot traffic, and proximity to major cities.” Both inaugural Netflix Houses will occupy former department store locations, each with a footprint spanning more than 100,000 square feet.

CNN calls it “Netflix’s TV tweak on a theme park,” detailing how for fans of “Squid Game,” the company “promises to recreate the program’s Glass Bridge challenge. Competitors walk or jump across clear panels that shatter — and drop them — if they stand on the wrong one.”

More laid-back types can “imagine waltzing with your partner to an orchestral cover of a Taylor Swift song on a replica of the ‘Bridgerton’ set,” Netflix explains.

The Netflix House concept expands on what has thus far been a string of brick-and-mortar retail outlets, some of them pop-ups, and immersive attractions like the “Stranger Things: First Shadow” stage play, “Knives Out: The Perfect Bite” dinner experience and “Army of the Dead” zombie battle.

The company includes a list of international “current experiences” on the Netflix House website.

“Netflix doesn’t see these permanent retail destinations as becoming a sizable new business segment” in the early days, writes Variety, adding that “the goal — as with its other IRL events and pop-ups — is for them to serve as marketing vehicles that invite fan engagement, as a way to support the core subscription-streaming biz.”

The move further solidifies Netflix’s role as a TV platform that has become a socio-cultural phenomenon. CNN compares it to Disney, in terms of retail and licensing and says “these new initiatives come at a time profits in the streaming industry are getting squeezed.”

Netflix has reduced its original programming, CNN notes, while branching out into things like a licensing deal with Williams Sonoma on “Bridgerton”-themed dinnerware and home goods, and adding video game offerings.

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