The strange new world of streaming service venues
Streaming service venues are the streaming age’s theme parks – but are they worth visiting?
The concept of building leisure attractions inspired by film and TV content isn’t a new one.
Disneyland has been wowing visitors to California since 1955, with other parks opening in Florida (1971), Tokyo (1983) and Paris (1992).
Rival film studios followed suit, although the UK has predictably taken a more modest approach with the likes of Peppa Pig World and CBeebies Land.
What we haven’t seen until now are venues or destinations based on streaming video content – no YouTube Land or Amazon Prime Video World, for instance.
Until now, that is.
Going to the ‘flix
Later this year, Netflix will unveil two permanent entertainment venues in the rather unlikely settings of Philadelphia and Dallas, Texas.
Each Netflix House venue will be a permanent indoor year-round venue spanning over 100,000 square feet, repurposing former department stores.
Like a miniaturised indoor version of Disneyland, these streaming service venues will pay homage to some of the streaming platform’s most popular shows – often in very unexpected ways.
Philadelphia will host virtual reality games based on Stranger Things and Rebel Moon, and a nine-hole miniature golf course themed by the unlikely pairing of Bridgerton and Squid Game.
A larger installation will celebrate recent smash hit Wednesday, while it’ll be possible to attend cinema-style screenings of popular movies and shows.
Meanwhile, the Dallas venue is set to feature an arcade-style games room incorporating retro and interactive games based on Big Mouth and Love is Blind.
Shared attributes include a Netflix Bites cocktail restaurant along the lines of the one launched last year in Las Vegas, whose signature dishes include Beverly Hills Cobb and Stranger Wings.
It’s easy to envisage the retail spaces stocking exclusive merchandise, or the freemium pricing model which combines free entry with a number of paid attractions.
Although British audiences might not be aware of this, Netflix does have some history in creating pop-up experiences, with over 50 previous live experiences already under its belt.
Having hosted events in dozens of cities, the company clearly believes it has enough ability and expertise to expand into year-round entertainment offerings.
What’s the point?
Universal Studios, Disneyland, Warner Bros. World Abu Dhabi and other theme parks have already demonstrated the demand for interactive experiences based on film and TV output.
The word ‘interactive’ is key here. Other than the Bandersnatch episode of Black Mirror, watching Netflix has been a largely passive experience since its DVD rental service ended.
These venues are intended to create a far more immersive environment where people can play, shop and (by using their imagination) taste the shows they’ve been watching at home.
It’s also, of course, a way to capitalise on disposable income and build brand loyalty – something Disney pioneered but imitators have hitherto failed to achieve as effectively.
As well as screening some of its own shows in a theatre (in a curious inversion of the streaming-killing-cinema narrative), Netflix is planning to run fan events and trivia nights.
There will even be scheduled appearances from well-known actors, adding a sprinkling of stardust to proceedings.
The company views these streaming service venues as a necessary brand-building step in an era of increasingly straitened finances, where the saturation of streaming platforms is fragmenting audiences.
In the UK alone, Netflix competitors include Sky and NOW TV, Amazon and Disney+, BritBox and Apple TV, TNT and Viaplay, Paramount+ and Discovery+.
Deciding which platforms to subscribe to is becoming increasingly challenging, especially amid stagnant living conditions and rising inflation.
If Netflix’s themed venues make customers more willing to take out (or retain) subscriptions, while offering another income stream, the company can regard Netflix House as a success.
Are similar venues coming to the UK?
Not at this stage. Netflix understandably wants to focus on its home market before making a decision about whether to roll out Netflix House to international audiences.
Given the shared language and culture between the UK and US, Britain – more specifically southern England – would be an obvious location to trial the first overseas Netflix House.
Until then, you’ll need a passport to experience immersive streaming show spaces…
