Netflix to open 2 massive venues with experiences, shops themed to its shows

Netflix is opening massive entertainment venues in two cities that it says will allow fans to immerse themselves in the worlds of their favorite shows.

Netflix is opening massive entertainment venues in two cities that it says will allow fans to immerse themselves in the worlds of their favorite shows. The ‘experiential’ complexes, called Netflix Houses, will include elaborate events, themed gift shops and restaurants. In a repurposing of empty retail space, the houses will occupy former department store locations at Dallas Galleria and King of Prussia Mall (near Philadelphia). Both will span more than 100,000-square-feet and are set to open in 2025, according to the streamer. It’s Netflix’s TV tweak on a theme park. For fans of its “Squid Game” dark drama and related reality show, for example, Netflix 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. It’s a risky move. Critics of the expansion note that attracting repeat business will be challenging. “One of the keys to success will be to keep the offer refreshed, so that it keeps people coming back to what’s new,” said Neil Saunders managing director and retail analyst at GlobalData. Netflix has already had considerable success with elaborate touring productions and events tied to some its their higher-profile programming. Kuala Lumpur, Malaysia is currently hosting a tour of “Bridgerton” High Tea, Toronto, Canada has the “Knives Out” dinner party (about $116 per person, US) and São Paulo, Brazil has an immersive “Stranger Things” experience. All this is not a new idea, though. “Disney has monetized its content for years and has a very successful retail business through licensing,” said Saunders.