Netflix is getting serious about its Netflix House experiential entertainment effort, unveiling extensive details about its first two locations in Pennsylvania and Texas, and planning a third location in the heart of Las Vegas set to open in 2027.
Each Netflix House will feature immersive experiences based on films or TV shows from the service, paired with food and retail offerings. The streaming giant says that the first two locations, in King of Prussia, Pennsylvania and Dallas, Texas will open in late 2025, with the Las Vegas location to be based at the BLVD, right on the Strip.
The Pennsylvania location (dubbed Netflix House Philadelphia), will launch with all new experiences based on Wednesday and One Piece, as well as virtual reality games and a mini golf course inspired by Netflix shows.
Notably, it will also have a movie theater, the Tudum Theater, which will showcase Netflix films and shows on the big screen, as well as special events like trivia and drive-in nights. While Netflix has largely eschewed big theatrical runs for its films, it does operate theaters in New York City and Los Angeles, so a suburban shopping mall is a logical next step.
The Texas location will include experiences based on Stranger Things and Squid Game, as well as what the company is calling Netflix RePLAY, which is a room “packed with physical challenges, immersive story rooms, and retro-style games where you can take on your friends, or play as a team.”
All locations will include a Netflix Bites restaurant, based on its learnings from its Las Vegas and Los Angeles tests. The company is expected to refresh the experiences, food, and merchandise on a regular cadence, and other shows and films will also be reflected in each location.
Netflix has experimented with immersive experiential entertainment before, including experiences in cities like New York and Los Angeles based on IP like Squid Game, Bridgerton and other shows. The Netflix House concept, however, takes that to a different level with permanent locations in dense locations, where the company is hoping to engage consumers more frequently.
At a conference early this year, Netflix co-CEO Ted Sarandos said that the company contrasted Netflix’s strategy with that of, say Disney, noting that they hoped people would come to Netflix Houses multiple times per year, or perhaps every time they venture to the mall. He said that he could envision the company ultimately having dozens of them around the world, with experiences able to travel between them.
“Finally, a place where the Netflix story you can’t get enough of becomes something real that you can play, shop and taste. This is fandom coming to life, where you can actually step inside the worlds you’ve been watching and loving for years – whether going on an epic adventure with the Straw Hats, taking a journey into Hawkins, Indiana, or grabbing a cocktail inspired by your latest obsession. With fresh experiences dropping regularly, there’s always a new reason to come back,” says Marian Lee, Netflix’s CMO, in a statement. “We are thrilled to welcome our new neighbors in Philadelphia, Dallas, and Las Vegas to explore Netflix in a whole new light, enhanced by the unique charm and culture of each city.”
