Netflix is moving deeper into the themed entertainment business.
The streamer long has licensed its properties for real-world attractions, such as the Stranger Things houses at Universal's Halloween Horror Nights. But now the company has announced two self-branded experiential entertainment venues, to open next year.
Netflix House will open in 2025 in two mall locations: Galleria Dallas in Texas and King of Prussia in Pennsylvania. The attractions will include experiences themed to Netflix shows, as well as themed dining and retail locations.
"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," Chief Marketing Officer Marian Lee said. "We've launched more than 50 experiences in 25 cities, and Netflix House represents the next generation of our distinctive offerings. The venues will bring our beloved stories to life in new, ever-changing, and unexpected ways."
The Netflix House attractions will occupy more than 100,000 square feet of space each, in former department store locations in the malls.
"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. After pretending to fight for your life, you’ve worked up an appetite and want to get a bite. You see a nearby restaurant with food inspired by Netflix shows from around the world; the meal is memorable, but you still want to buy some Stranger Things merch. Luckily, there's a shop that sells that Hellfire Club T-shirt you’ve always wanted," the company said in its press release.
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We went to the Stranger Things Experience in Seattle, and it was a pretty solid installation despite being a traveling experience. I could see how renting a mall anchor space could work for Netflix IP experiences, but I would hope that they would rotate things over time, which caters to the fly-by-night characteristics of their IP. If nothing else, I'm sure Netflix is getting a decent lease deal for the space given how desperate mall owners are to fill anchor spots in dying retail centers.
Looking forward to the Comedians in Cars Getting Coffee attraction. /s
I hope it's only a matter of time before Universal gets the rights to One Piece theme park attractions. Mark my words. After video games, anime franchises is where the big draws will be.
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Haunting of Hill House please!:)