While Netflix has been busy disrupting TV, driving the industry-wide pivot to streaming, it has been busy playing catch-up on the commercial experience marketing-front. In the last couple of years you may have found t-shirts, stationary, and all sorts of other merchandise branded around Netflix shows (the Stranger Things themed Scoops Ahoy ice-cream was especially delicious).
But, it hasn’t opened a theme park.
Disney and NBC Universal famously has branded theme parks, with other players like Warner Bros Discovery licensing IP to other parks globally, Netflix hasn’t ventured into that space yet. That is set to change with Netflix House.
Instead of a traditional open-air theme park, Netflix is investing in large indoor venues, built as dedicated family-orientated permanent activation spaces. At the end of the year, Netflix House locations will launch in Philadelphia at King of Prussia Mall and in Dallas at Galleria Dallas.
They will be destinations for Netflix screenings, interactive experiences based on Netflix shows, Netflix-themed restaurants and bars, and more. It’ll be the ultimate Friday and Saturday night Netflix hang for when you want to leave the house and not spend the night on the couch watching Netflix.
Overnight, Netflix gave a major update on the launch of the already-announced two Netflix House venues and revealed plans for a third.
Netflix House Philadelphia
Australians may be unfamiliar with the King of Prussia Mall. It is the third largest shopping centre in the US and is in the uniquely named city King of Prussia. The city is around 25km away from Philadelphia.
Inside the venue you will find:
Wednesday: Eve of the Outcasts: What starts off as a fun school carnival (shudder!) falls under Wednesday’s spell to make for a twisted tour through the macabre. Discover games, mis-fortunes, and horrifying surprises in this immersive exploration of the Eve of the Outcasts Festival.
ONE PIECE: Quest for the Devil Fruit: Dodge infamous villains and escape the marines in a high-stakes race to reach a mysterious Devil Fruit ahead of the Straw Hats.
Netflix Virtuals (VR Games): Play as the main character inside the worlds of Netflix shows and movies with immersive games from Sandbox VR.
Top 9 (Mini-Golf): Nine holes inspired by fan-favorite stories, with a high-tech twist that unlocks interactive gameplay.
TUDUM Theater: Catch Netflix shows, movies, and fan events on the big screen with all your friends, as well as trivia nights, dine-ins, and special talent appearances.
The venue will be home to NETFLIX BITES – a casual restaurant with food and craft cocktails themed around Netflix stories and characters. There’ll also be a merch shop.
Netflix House Dallas
At launch, the Dallas venue will offer:
Stranger Things: Escape the Dark: In this immersive experience, journey into the ruins of Hawkins to find three missing townspeople … before the horrors lurking within find you.
Squid Game: Survive the Trials: It’s your turn to enter the arena! Play diabolical games, face off against the Front Man, and betray your friends for a chance to win it all.
Netflix RePLAY: Forget the arcade — our game room’s packed with physical challenges, immersive story rooms, and retro-style games where you can take on your friends, or play as a team.
Netflix House Dallas will also be home to the casual dining restaurant NETFLIX BITES.
Announced overnight: Netflix House Las Vegas
In February of this year, Netflix opened the Netflix Bites restaurant Netflix Bites Vegas, located on the casino floor in the MGM Grand. Having already established a long-ish term pop-up venue in Las Vegas, it wasn’t a surprise when overnight Netflix announced a third Netflix House location to launch in the city. There are no further details announced yet, but Netflix did say it is aiming for a 2027 launch.
The Las Vegas Bites restaurant
Coming soon…. Netflix House Sydney/Melbourne/Brisbane?
With just the three US venues announced, there’s no word yet on an Australian Netflix House location. But… it sort of feels inevitable, doesn’t it?
A Netflix spokesperson told Mediaweek this morning that there is “Nothing to share on Australia at this stage,” but as the US locations launch, the speculation down under is going to bubble away.