Why is Netflix opening physical locations? Netflix House has now opened in Philadelphia and Dallas with expansion plans for Las Vegas. These massive immersive experiences allow fans to interact with their favourite shows like Squid Game, Stranger Things, etc.

Netflix is one of the great business case studies of our time and how digital content changed everything. Blockbuster died, movie theatres are in decline, yet Netflix is looking to create IRL experiences. Extending the brand, creating high-impact moments and allowing consumers to share these experiences via their own social channels.

Not a new idea. Disney has its theme parks, NBC has Universal Studios. But the timing for this is interesting. As human isolation and the need for belonging continue to rise, there will be greater desire for community and analogue experiences.

Another example of how Place is the most under-utilized force in marketing.

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