Netflix plans permanent fan destinations, shakes up animation
Charley Gallay/Getty Images Entertainment
Netflix (NASDAQ:NFLX) is planning to open physical fan destinations to tap its shows' power in consumer products and live experiences.
The "Netflix House" locations will offer live events, retail and even dining options. The streaming company plans to open the first two in the United States in 2025 before expanding globally.
Netflix's consumer products efforts "don't focus that much on ... revenue and profit on that business. It's a lot about building fandom," co-CEO Ted Sarandos said speaking at a Bloomberg event.
It's a combination where "consumer product sales and marketing and publicity all kind of come together and help facilitate incredible fandom."
That started with Stranger Things experiences started during the COVID-19 pandemic that have come out profitable, Sarandos said, and followed through with events like the "Bridgerton Ball."
Now in "the next generation of all these traveling experiences that we've been doing, we're going to pull them together and start to build out these more permanent experiences."
Netflix House plans rotating experience installations and a range of food from casual to high-end. "We're trying to get open next year," Sarandos said. "Don't think of it like Disneyland (DIS); think of it as closer to City Walk, something you might go to several times a month."
Elsewhere, Netflix (NFLX) is reportedly shaking up its animation operation. The company will restructure the unit and its film slate with moves that include job cuts and shutting down a pair of films in pre-production, Variety
reported.
As a result, the company will look to recruit outside producers to keep up a planned robust animation volume on its platform.

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