For more than 25 years, Netflix has been bringing people to their living room screens to enjoy movies and series from the comfort of their couches. Now he wants you to go for a walk and come to his house. He wants to be the king of entertainment. To that end, Netflix will this week open the world’s first Netflix House, an entertainment center where visitors can enjoy team games and immersive gastronomic experiences while shopping for clothing and items from their favorite series and movies or playing mini-golf, in the small town of King of Prussia, 25 kilometers from Philadelphia.
It’s Monday morning, and workers are still setting up posters and figurines on the grounds. They’re finalizing details for a red carpet and subsequent party to be held this afternoon to premiere the first Netflix house on Earth. “We want to be the biggest entertainment company in the world, and that means exploring different areas, testing different strategies and seeing if it works, if we can connect with the public and capture their attention,” Marian Lee, Netflix’s global director of marketing, assured EL PAÍS in a joint interview with a small number of journalists. The meeting was held at the brand new Netflix House, and the company invited this newspaper to attend the inauguration.
Netflix House is a two-level, football stadium-sized theme park where fans can interact with characters and see replicas of key settings from their favorite series behind the screens. stranger things, Wednesday, Squid Game, Bridgertons Either love is blind. It features gaming venues inspired by 12 of the most successful series and movies. K-POP Demon Hunter Either one piece. The facility includes stores, a huge TUDUM Theater movie theater, and four major attractions: mini golf, an escape room, a video game arena, and interactive riddles for visitors to solve with friends.
One of the most impressive environments is WednesdayThe main character of the series that bears his name is the same as Enid Sinclair in the Academy. navermore. We see a bed and a large window, and we see the silhouettes of the two main characters arguing in the storm, and Enid’s transformation into a werewolf. The windows open and visitors have access to the game room of a typical fair, but characterized as a series.
A creative group decorates the facility with flowers and images. K-popcharacters of K-POP Demon Hunteris an animated film that became the most watched movie on Netflix in just a few months. A huge hand like the one that appears in the work WednesdayInspired by the Addams Family, Visitors are greeted as they descend an impressive red staircase that leads to an immersive gaming venue. On the other side, squid game Wearing a distinctive mask money robbery. Just a few meters away, you can access one of the most fun games out there: Escape Challenge. one piece –An animated series inspired by the pirate manga that became a global phenomenon. Players must solve riddles and riddles to move from room to room. Access to Netflix House is free. Fans have free admission to restaurants and stores, but must pay to enjoy interactive experiences.
The company started as a video store that rented movies by mail and has grown into a behemoth with more than 301 million subscribers worldwide. Revenue is expected to rise 16% this year to more than $45 billion. Production and sale of original audiovisual content and provision of games onlinelive content such as WWE boxing matches and NFL games, has made an offer to Warner Bros. in recent weeks to acquire several iconic movie theaters in the United States to broadcast its own movies. Now he wants to bring entertainment to the mall.
disney road
Netflix House represents the video-on-demand platform’s commitment to becoming a large-scale entertainment company, Disney-style. Netflix House is Netflix’s equivalent of a creator’s amusement park. Cinderella. First there was a movie, then he decided to produce his own series. house of cards. This year, the Canelo Alvarez vs. Terrence Crawford boxing match made its first live event appearance and was the most-watched boxing match on television with 41 million views.
Lee, who attended a roundtable of seven journalists, summed it up as follows: “Netflix has only been investing in original intellectual property for the last 10 years, and you can’t have a strong live experience strategy without the intellectual property to back it up. Other companies in this space have been around for 100 years, so they have a lot of intellectual property to build on. We’ve only been in this business for 10 years, but stranger things and bridgertonor now K-POP Demon Hunter. Given what we’ve done so far, we feel now is the right time to launch. “We have enough intellectual property to create impactful experiences.”
In recent years, Netflix has hosted more than 300 events in 40 cities around the world that brought together fans of its products, and has experimented with formats that help it build bonds with the public. “We focus on generating interaction and conversation,” Lee explains. “We have to tell our viewers that there are series and movies that they’re going to love. We have to tell them that they’re going to see something and say, ‘Wow!’ or ‘I want to see it.’ frankenstein Written by Guillermo del Toro this weekend! And after I saw it, I wrote a letter to a friend and said: can’t believe it! I felt nauseous! ” or “That was fun!” “We want to evoke that emotional connection, because we know that’s the best way to encourage your friends to do something and get them hooked,” he added. “It’s important to provide content to our fans, see how they interact, and maintain two-way communication.”
The creators explain that Netflix House is a permanent and constantly evolving installation that will be updated regularly throughout the year, so each visit will offer something new. It also offers an immersive experience using virtual reality (VR) technology, where visitors can try on the glasses and play with their favorite characters. There’s also a restaurant serving dishes inspired by some of the most popular characters in the audiovisual catalogue. Netflix BITES, a themed restaurant, features iconic food and drinks inspired by Netflix’s most popular stories. “This is a great opportunity for our fans to connect with their favorite stories through creative cuisine that can only be found here,” said Greg Lombardo, vice president of experiences at Netflix.
Choosing a site is not free. King of Prussia is a beautiful town of 25,000 people located halfway between New York and Washington. This small city is home to the third largest shopping center in the United States with over 450 stores. A huge commercial space that attracts 22 million visitors a year and generates sales of over $1.1 billion.
“In building Netflix House, we built it ourselves based on what we know is popular locally,” Lee says. “If you think about what we’ve seen in different cities around the world, we can see what works and what doesn’t work in different cities based on audience data,” he added. “For example, we have some audience data that shows that Korean content is very popular in Latin America. These are things that we know. We also have information about the fan activations that we have done for the series and movies that we release. So we know what works in different cities. So we use both viewership data and fan location and what fans are saying.”
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