Hello. This is <Realworld EXP.>. Finally, the ultimate IP powerhouse is entering the 'immersive theater' space, which is emerging as a global trend in entertainment. Global OTT platform Netflix has announced that it will open 'Netflix House' in 2025.
Netflix defines this 'Netflix House' as an 'experiential entertainment venue,' where you'll be able to enjoy games like crossing the glass bridge from 'Squid Game' or dance in the British high society setting of 'Bridgerton.'
In this edition, we aim to explore the significance and prospects of Netflix's entry into the immersive field.
'Netflix House' Dreams of Being an Urban Theme Park
These 'Netflix House' locations are situated in Galleria Dallas shopping mall in Dallas, Texas, and King of Prussia mall near Philadelphia, Pennsylvania. King of Prussia is notably the third-largest shopping mall in the United States. But why is Netflix building experiential entertainment spaces in shopping malls?
As you may have already learned through <Realworld EXP.>, traveling far to suburban areas to visit theme parks is becoming a thing of the past. Now, immersive theme parks that provide immersive experiences in the heart of the city without rides are becoming the trend. Netflix House follows this same approach. Located in urban areas, it can maximize foot traffic in terms of accessibility, and by utilizing the shopping mall environment, it can offer immersive shows, shopping, and dining all in one place. It truly becomes an urban theme park.
What Can You Do at 'Netflix House'?
Netflix owns various popular IPs including 'Squid Game,' 'Bridgerton,' and 'Stranger Things.' The experience of stepping into these fascinating stories is something we're eager to try soon. Based on information available so far, we've speculated what you might be able to do at Netflix House.
Netflix's popular IPs are already being adapted into various forms of media mix, and offline content beyond screens can easily be found.
Netflix's flagship content 'Squid Game' is already available as an offline game. However, it's notably being served through 'IMMERSIVE GAMEBOX,' which operates in Europe and the United States rather than Korea.
Another popular series 'Bridgerton' has also presented immersive content called 'The Queen's Ball: A Bridgerton Experience,' which impressively creates the feeling of entering British high society. Additionally, Banyan Tree Malaysia has introduced an afternoon tea program called 'SPILL THE TEA' using the 'Bridgerton' concept.
'Stranger Things,' based on its distinctive mysterious storyline, has been produced as a live show called 'The First Shadow.' This show has gone through London's West End and is set to debut on Broadway in March 2025.
As these examples show, while various IPs have been utilized sporadically in different locations until now, 'Netflix House' is expected to offer a format where you can enjoy them all in one place.
The Immersive Warring States Period: IP Acquisition as Competitive Edge
From 'Immersive Fort Tokyo' in Tokyo, Japan in March 2024, to 'Saga City of Light' in Shanghai, China in May 2024, and now Netflix's 'Netflix House,' we're witnessing the dawn of a warring states period for immersive theme parks. The winner in the immersive field will undoubtedly be whoever secures the IPs, as attractive and familiar IP acquisition is essential to draw audiences into a single worldview.
Just as Marvel series that were available on Netflix ended their service when Disney Plus launched, the 'Alice in Borderland' themed games currently offered at 'Immersive Fort Tokyo' might move to 'Netflix House.' Competition is expected to become even more intense.
With major player Netflix's entry, the immersive theme park fever is heating up even more. We hope you'll witness the landscape of the experience industry emerging as a global trend together with Realworld. Thank you.