Netflix’s plan for new in-person experience venues has been announced, and it’s a major misstep.
Netflix’s recently-revealed plan for an “experimental entertainment venue”is filled with big promises. The venue will feature replicas of sets, themed restaurants, and stores dedicated to specific IPs, all in an effort to fulfill “that fan fever dream”for visitors.
The Netflix House, as it is clinically-named, has a lot of goals, but unfortunately it fails to do the one thing that is most important for the brand – regaining its audience.
While some may argue that a majority of people, including Netflix subscribers, are not avid supporters of the streaming service, it has still managed to garner a negative reputation, putting it in the same category as other unpopular streaming platforms like Max. Therefore, when Netflix House was revealed, it was met with criticism and deemed by many as simply a glorified shopping center.
It is clear that Netflix desires the convenience of digitally releasing movies, but also wishes to maintain the reputation that comes with producing acclaimed content. This is why I am puzzled by their decision not to establish their own movie theaters.
A special Netflix theater subscription
Many people tend to fault Netflix for the decline of movie theaters, and this is a valid criticism. The fact that promising new films often bypass the big screen and go straight to streaming services can be disheartening for those who are willing to spend $30 on a movie ticket and popcorn.
It’s like Netflix sees value in some sort of communal space where people with common interests can get together to be entertained. https://t.co/YjtX3MVo2W
— C.J. Prince (@cj_prin) June 18, 2024
The cost of subscriptions is constantly fluctuating, with recent increases already taking effect. These price changes act as the shifting tectonic plates of the streaming industry, creating potential financial shocks for consumers. However, there is a possibility to purchase a gold-tier membership that grants early access to new Netflix movies at Netflix theaters.
Even though they are regular subscribers, individuals still have the option to purchase the standard streaming package. Additionally, in some major cities, there are special theaters that exclusively show new releases and cult classics.
If there happened to be a Netflix theater in my vicinity, and I was given the opportunity to pay a small additional fee on top of my subscription to view major releases in advance on the large screen (possibly with a concession stand discount), I would definitely contemplate taking advantage of it.
Despite often being portrayed as the enemy of theatrical distribution, Netflix should consider joining forces with it. After all, it was the first major streaming service to create a film that received an Academy Award nomination (2014’s The Square). By participating in traditional movie distribution, they have something to gain and could potentially make a significant impact.
If the platform is determined to continue with limited theatrical releases and not release physical media, they could consider monetizing this approach to regain some level of respect from general audiences.
The opportunity to watch the latest films from renowned directors such as Alfonso Cuarón, Martin Scorsese, and David Fincher is highly sought after by moviegoers. Despite these directors experiencing disappointing theatrical releases due to the rise of streaming, many viewers would be willing to pay a premium to see their movies first at select theater chains.
Netflix Movie Theaters Would Go Hard
By establishing a network of movie theaters, Netflix could capitalize on the primary desire of movie enthusiasts: a high-quality cinematic experience. The theaters do not have to be numerous in number, but rather a couple of well-designed locations with excellent sound and visuals, all featuring the iconic black and red branding of the platform. This could potentially attract a significant number of customers.
Are you interested in selling merch? Go for it! You can still find limited edition popcorn buckets or t-shirts behind the counter, just like before. The only difference is that it won’t be in a theme park or strip mall where you can also grab a “Bridgerton Breakfast Bash”platter and experience the “Squid Game 3D Experience!”
Netflix opening a giant retail space that looks on the outside like a cineplex, calling it an “experience venue”, and not putting theaters in it is really funny. Solid bit. https://t.co/BZG7PndyBa
— ErnestBorgnineNavalCapDoff.jpeg (@poddtadre) June 18, 2024
Netflix’s addition of a “mall”experience does not add any value to its existing legacy. It is simply a waste of time. Themed restaurants and special stores already exist and are not desired by the public. Furthermore, there are already numerous live-action experiences for hundreds of films and TV shows, all of which are undoubtedly better and more thoughtfully executed than whatever Netflix is planning to offer.
According to Netflix, there is a store where you can purchase the desired Hellfire Club T-shirt. It’s hard to find a Stranger Things fan who doesn’t already own a Hellfire shirt, making it a popular item on Etsy, the perfect marketplace for such merchandise.
Put that mall back where it came from or so help me
Despite not being a business mogul and never having opened a theater chain, I am aware that my request may be ambitious. However, I believe it is not unreasonable to ask a company with a value of nearly $300 billion to allocate some resources towards creating something meaningful.
Do you believe that Barbenheimer would have achieved the same success on Netflix? Prove it by putting your money where your mouth is. Get your own big screens and then we can discuss it further.
Don’t give us a sterile, artificial version of an experience that will ultimately be forgotten in 10 years, only enjoyed by the rodents that scurry through the graveyard of Squid Game merchandise. Instead, give us the nostalgia and loyalty of fans and subscribers that once made Netflix a powerhouse in the entertainment industry. Bring back the theaters and reclaim our love for the genuine movie-going experience.
Despite its name, Netflix House is not a physical residence, but rather a symbol of affordability. If you are looking to promote your brand, there are more impactful methods to consider. Elevate its status. Create a link between audience members and the content they are consuming.
Invest in the industry you have contributed to building and then let it go up in flames.
Additionally, you can refer to the list of highest-grossing movies of all time to gain insight into which movies were successful in theaters.
Leave a Reply