Netflix wants to build a home for its fans — at the mall

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For years, Netflix has been synonymous with staying in – you know, cozy nights at home. But now, they’re doing something unexpected! They actually want me to leave the house and visit them at the mall. It’s a pretty big shift, honestly, from encouraging us to stream from our couches to wanting us to come see them in person.

Netflix, known for changing how we watch TV, is launching a new kind of entertainment this week. It’s a place where fans can step inside interactive experiences based on popular Netflix shows, and enjoy themed food and drinks.

As a huge film and TV fan, I’m really excited about this! Netflix is opening its first-ever physical retail space – a massive 100,000-square-foot ‘Netflix House’ – and it’s happening this Wednesday at the King of Prussia Mall, just outside Philadelphia. It’s about a 20-mile drive from the city, and I can’t wait to check it out!

The store’s bright red entrance is a nod to the red envelopes Netflix used to send DVDs. Local artists also painted murals of Netflix characters on the building’s exterior walls. It’s conveniently located just a short walk from Macy’s and Neiman Marcus.

Netflix is expanding beyond streaming! A new location will open at the Galleria Mall in Dallas on December 11th, and another is planned for Las Vegas in 2027. According to Netflix co-CEO Ted Sarandos, the company hopes to eventually open around 60 Netflix House locations worldwide.

This expansion marks a new direction for the company, as growth in the U.S. subscription market will eventually slow down. To continue growing revenue, the company may need to explore new business areas and reduce its dependence on increasing subscription and advertising costs.

Netflix House is now primarily a way to build stronger relationships with its audience, according to Marian Lee, Chief Marketing Officer, in a recent interview with The Times at the King of Prussia location.

According to Lee, the goal isn’t about making money. They want to create more excitement and give fans reasons to discuss the experience and plan return visits. It’s about creating an emotional connection and encouraging repeat attendance.

Netflix has hosted hundreds of temporary events, like a pop-up restaurant in Los Angeles, allowing fans to experience shows like “Stranger Things” and “Squid Game.” Based on feedback from attendees, Netflix believes there’s demand for permanent spaces dedicated to its brand, according to Lee.

While streaming services like Netflix have contributed to the decline of shopping malls, Lee believes opening a physical store will appeal to people who miss the experience of shopping and socializing in person.

Lee noted that physical stores, like malls, are starting to become popular again. Younger generations are drawn to the experience of actually going to a mall and having a tangible, in-person shopping experience, and businesses are taking advantage of this trend.

Netflix House is a new interactive experience featuring rooms and games inspired by popular Netflix shows. During a press preview on Monday, visitors explored sets like the eerie Evermore Academy from “Wednesday,” even getting a look inside Wednesday Addams’ bedroom. Fans of “One Piece” can also test their skills as a pirate in a 60-minute adventure based on the show.

Hollywood Inc.

After losing customers, cable and satellite companies are now actively trying to win back people who have canceled their services.

Netflix has a 200+ seat theater, called the Tudum Theater, where they’ll host screenings of movies, shows, live events, and even sports like NFL games and WWE wrestling. There’s also a gift shop filled with merchandise inspired by Netflix shows, including items made just for this location. Fans in Philadelphia can find shirts with phrases like “Are You Still Watching?” and “Netphlix” in the Eagles’ green color.

Netflix House features a restaurant called Netflix Bites, serving food and drinks at a full bar. The restaurant’s design is inspired by popular Netflix shows, and you’ll find neon signs playfully referencing titles like a clever take on ‘Orange Is the New Black’ – ‘Orange Is the New Snack’.

Getting into Netflix House is free, but you’ll need to buy tickets to play the games and enjoy the experiences. Prices for these start at $39, with virtual experiences costing $25 and a round of mini-golf starting at $15.

Industry experts are cautiously watching how Netflix’s expansion into live events and experiences will perform.

Brandon Katz from Greenlight Analytics points out that Netflix can benefit from building stronger connections with its subscribers, much like Disney and Universal have done through their theme parks, which provide a consistent revenue stream.

Katz explained that these brands create strong emotional connections with customers, especially younger ones, leading to lasting, multi-generational fandom.

Michael Pachter, a managing director at Wedbush Securities, doubted the claim, noting that Netflix is already a very well-known brand, so awareness isn’t the problem.

“This is a solution in search of a problem,” he said.

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2025-11-11 03:01