According to Bloomberg, Netflix Inc. plans to open storefronts starting in 2025 where the public can buy merchandise from their favorite series, eat themed food and perhaps even take part in an obstacle course inspired by the Squid Game series.
This concept, called “Netflix House,” will roll out in two locations in the United States in 2025 before a global expansion is planned.
Netflix has already tried out ephemeral experiences tailored specifically for fans of the platform at 40 locations in 20 different cities.
For example, the broadcast giant organized a dance party in several cities called “The Queen’s Ball: A Bridgerton Experience”, inspired by the historical series “The Bridgerton Chronicles”. We’ve also seen pop-up Netflix stores in cities like Los Angeles.
The Disney Formula
For decades, several major studios have used roller coasters and rides, costumes, toys and other merchandise to highlight their characters and generate revenue in excess of the earnings of their productions. We only have to think of the famous Disney World in Orlando or the huge Universal Studio amusement park in Hollywood.
Netflix, whose marketing efforts have sometimes been viewed as inadequate by film and television series producers, therefore wants to be a new player in this lucrative industry.
However, the company’s management sees the Netflix House Stores more as a way to promote its content rather than a real source of additional revenue, at least for now.
“We’ve seen how much fans love to fully immerse themselves in the world of our films and series, and we’ve asked ourselves a lot of questions about how we can take it to another level,” Josh Simon, vice president, told Bloomberg. -President of Netflix Consumer Products.
Shows inspired by popular series
Netflix House will notably feature shows inspired by the platform’s most popular productions across its locations, and its restaurants will offer everything from hamburgers and fries to fine dining experiences.
When asked by Bloomberg, Josh Simon declined to provide further details about the company’s upcoming offering, in part because not all decisions have been made yet.
The company is currently evaluating possible locations for branches. In the past, the fleeting experiences presented were mainly reserved for large cities such as Tokyo, New York and Mexico City.
Since 2021, Netflix has an online sales point, Netflix.shop, where it is possible to buy derivative products such as Netflix sleeping bags or clothing inspired by various series. The company also tested pop-up stores around the Stranger Things world in Paris, Las Vegas and Chicago.
With information from Bloomberg and The Verge