When director David Fincher’s Netflix movie The Killer premiered in 2023, Jessica Carmona didn’t watch Michael Fassbender’s hitman from her sofa. As an alternative, she noticed it on the massive display on the newly renovated Egyptian Theatre in Los Angeles, a century-old film palace Netflix had simply restored. Carmona, a Los Angeles native and music trade supervisor, skilled the two-hour thriller as a part of a sold-out crowd having fun with the communal magic of cinema inside the splendor of a Hollywood landmark.
“I really like that they preserved its historical past with out going excessive. It nonetheless looks like outdated Hollywood, however with a contemporary polish,” Carmon instructed Observer. “To me, that stability is probably the most ‘Netflix’ factor about it—trendy however conscious of story and legacy.”
The irony is tough to overlook. For greater than a decade, Netflix has educated its subscribers to remain dwelling and binge—disrupting the theatrical mannequin and hastening the decline of bodily media. Now the streamer is shifting in the other way, opening and working bodily areas of its personal. And the trouble goes nicely past a single historic theatre. From theme eating places to huge “expertise facilities” deliberate for later this yr, Netflix is trying to turn into a part of its subscribers’ offline lives, too.
Netflix expands into the true world
Past the Egyptian, Netflix additionally operates the refurbished Paris Theatre in New York, the final remaining single-screen theater in Manhattan. These venues give the streamer a spot to host premieres, program status screenings and stage awards-qualifying runs.
The Egyptian, which first opened in 1922 on the peak of the silent movie period, is steeped in Hollywood historical past. It earned its place in movie lore as the location of the trade’s first film premiere: Robin Hood, starring Douglas Fairbanks. In New York, the Paris Theatre had been a cultural fixture for greater than 70 years earlier than closing in 2019; Netflix reopened the 500-plus-seat venue in August 2021.
However Netflix’s ambitions lengthen far past cinema. In February, it launched Netflix Bites, a brightly designed, Netflix-themed restaurant contained in the MGM Grand in Las Vegas. There, followers can order Bridgerton–impressed tea service or tackle a Squid Sport meals problem involving a spin wheel that decides which sauce accompanies their rooster. Neon wall indicators greet patrons with messages like “Are You Nonetheless Hungry?” (a play on the streamer’s acquainted “Are you continue to watching?” immediate), whereas the menu options tongue-in-cheek gadgets like a Stranger Issues jalapeño-and-pineapple pan pizza and a three-tier “Regency Tea” full with scones, sandwiches and pastries.
To stir early buzz, Netflix flew in influencers like Karissa Dumbacher, whose KarissaEats YouTube channel has 4.3 million subscribers. “The restaurant was so cute, particularly if you happen to’re a fan of those exhibits. I might undoubtedly advocate it for a cute dinner spot,” she stated in a video evaluate. However response since has been combined: one Fb reviewer dismissed the meals as “mediocre, nothing out of the peculiar,” whereas a Reddit commenter stated, “The doorway was BY FAR the good half. Meals was meh high quality for strip worth.”
Later this yr, Netflix plans to open two 100,000-square-foot “Netflix Home” leisure complexes in Dallas and Philadelphia, with immersive units from Stranger Issues and One Piece, themed video games and unique merchandise. A 3rd Netflix Home is slated for the Las Vegas Strip in 2027. In a nod to its DVD-by-mail days, guests will enter every venue by means of an enormous purple envelope.
“That is fandom coming to life, the place you possibly can really step contained in the worlds you’ve been watching and loving for years—whether or not happening an epic journey with the Straw Hats, taking a journey into Hawkins, Indiana, or grabbing a cocktail impressed by your newest obsession,” Netflix CMO Marian Lee stated in a press release.
Mirroring the Disney mannequin
Developments like these push Netflix nearer to the Disney playbook—mining mental property for experiences, merchandise and occasions that monetize fan ardour far past the display. A visit to Netflix Home isn’t nearly tickets or meals; it’s about shopping for right into a group that algorithms alone can’t create.
Nonetheless, the offline pivot comes with danger. Working venues is dear and sophisticated. Theaters want programming that constantly fills seats, and expertise facilities should reinvent themselves to maintain guests returning. And, in contrast to streaming, these ventures are tied to geography—success in Dallas or Las Vegas doesn’t robotically translate worldwide.
What’s clear is that that is greater than a branding stunt. Netflix’s real-world experiments arrive at a second of intense competitors, as Wall Road presses for readability on the corporate’s subsequent act. These areas provide new income streams and deeper fan engagement—high-margin extensions of hit IP that permit audiences “dwell” a Netflix story as an alternative of merely watch it.
The Disney comparability is telling. Whereas a Disney World journey could also be a once-a-year occasion, Netflix desires its theaters, eating places and leisure facilities to ask repeat visits. And if it looks like a stretch to recommend Netflix is eyeing the Magic Kingdom’s crown, think about this:
KPop Demon Hunters, the Ok-pop–themed animated musical that debuted on Netflix in June, has already turn into the streamer’s second most-watched unique film ever. Against this, Pixar’s Elio, which hit theaters the identical month, opened to simply $20.8 million domestically—the bottom debut in Pixar’s historical past. KPop Demon Hunters is even being floated as a Finest Animated Function contender, an Oscar Disney hasn’t received in three years. Netflix, in different phrases, is difficult Disney on a number of fronts.
Backside line: the corporate that after taught us to remain house is now inviting subscribers out right into a world of its personal—one the place you would possibly begin with an episode of Wednesday and finish with a themed dinner, a bit of merch, and a photograph beneath a marquee Netflix helped mild up once more.
