Netflix Bets on Virtual Reality, Mini-Golf, and Selfies for Growth
The first Netflix House has officially opened at the King of Prussia Mall, located near Philadelphia, Pennsylvania. This innovative venue is not a traditional house but features a repurposed Lord & Taylor department store.
Immersive Experiences Await Visitors
Inside the Netflix House, fans of the streaming giant can indulge in an array of attractions. Highlights include:
- A themed mini-golf course
- Restaurants offering various cuisines
- A movie theater experience
- Unique selfie spots, including a red velvet throne inspired by Bridgerton and a couch from Stranger Things
Marian Lee, Netflix’s Chief Marketing Officer, emphasized that this location marks the first permanent physical embodiment of Netflix for its fans. She stated, “They’ve been inviting us into their homes for years.”
Focus on Immersion Over Traditional Viewing
The concept of the Netflix House shifts attention away from traditional movie theaters. Since Netflix began streaming in 2007, the number of movie theaters in the U.S. has fallen by over 20%, according to Cinema United.
The King of Prussia location features a compelling multimedia experience named “Eve of the Outcasts,” which is based on the series Wednesday. A second Netflix House is set to open in Dallas, Texas, in December, offering an immersive Squid Game experience, entirely without screens.
Blurring the Lines Between Digital and Physical
This initiative aims to merge content with physical experiences. Paul Dergarabedian, head of marketplace trends for Comscore, noted that the goal is to blend home viewing with interactive experiences, enhancing fan engagement.
Netflix’s exploration into the physical space follows numerous pop-up events across 350 cities globally. Lee commented on the insights gained about fan preferences across different cultures, highlighting local tastes from places like Korea to Madrid.
Comparative Industry Landscape
Unlike many streaming services, Netflix Houses provide a tangible connection where fans can interact with beloved characters and shows. This strategy parallels what Disney and Universal Studios have achieved through their theme parks.
Dergarabedian pointed out that the crucial factor will be whether audiences find value in the experience. Entry is free; however, visitors will be encouraged to purchase upgrades for the immersive activities available.
Future Expansion Plans
Plans are already underway for a third Netflix House in Las Vegas. Marian Lee expressed a hopeful vision for expansion, stating, “I would love it to be in every major city around the world.”
This innovative approach by Netflix aims not only to entertain but also to foster social media sharing among fans, creating a new avenue for marketing their shows.
