Netflix, which led the industry in streaming entertainment directly to people’s living rooms, is about to enter the brick-and-mortar space—but unlike Blockbuster, the onetime king of the hill it displaced, its stores will have nothing to do with renting out videos or DVDs.
Instead, Netflix House, as the locations will be called, will be a fan experience, letting visitors grab a bite to eat, shop for merchandise based on the streaming network’s shows, and even play games, including an obstacle course based on Squid Game. Some will also have a movie theater, showing Netflix films.
Attractions will rotate to keep the experience fresh and to help promote new hit programs and films.
The first two locations are expected to open in 2025, though locations have not yet been announced. CEO Ted Sarandos announced plans for Netflix House Thursday during the Bloomberg Screentime conference.
“Don’t think of it like Disneyland,” Sarandos said. “[This is] something you might go to a couple times a month, not just once every couple years.”
The permanent locations are a continuation of the fan experiences Netflix has had touring the country since the pandemic. A Stranger Things drive-through proved popular when people could not gather together—and several other interactive experiences tied to that show have emerged since. And a Bridgerton Ball has proven popular with fans of that show.
“This is the next generation of all these traveling experiences we’ve been doing,” said Sarandos. “We’re going to pull them together and build a more permanent experience.”
Netflix reportedly views the facilities less as a revenue-generating device and more as a promotional tool for its films and shows. Netflix already has existing deals to sell Stranger Things–related food items in Walmart.