$NFLX (+1,27 %) announced that it will open a third entertainment center in 2027, this time in Las Vegas, to expand its brand presence and profile beyond streaming.
The "Netflix House" will allow fans to immerse themselves in the worlds of their favorite shows and movies and will include themed gift stores with exclusive merchandise and restaurants.
The streaming giant's latest initiative will allow it to generate additional revenue and diversify its business model, increase customer loyalty and strengthen Netflix's market position through innovation in entertainment.
The first two Netflix Houses will open in Philadelphia at the King of Prussia Mall and in Dallas at the Galleria Dallas at the end of 2025.
"This is fandom coming to life, where you can actually immerse yourself in the worlds you've seen and loved for years," said Chief Marketing Officer Marian Lee.
The Philadelphia location will debut experiences based on popular titles such as "Wednesday: Eve of the Outcasts" and "ONE PIECE: Quest for the Devil Fruit" The Dallas location will offer immersive experiences featuring "Stranger Things: Escape the Dark" and "Squid Game: Survive the Trials"