The rise of movie streaming swiftly eliminated brick-and-mortar video stores. Major retailers like Nordstrom and Bed, Bath & Beyond have also been impacted by the popularity of e-commerce and online shopping. However, Netflix, a streaming giant worth billions, wants to try its luck in physical stores where others have failed.
According to a report from Bloomberg, Netflix plans to launch a network of stores, starting with locations in the U.S. before expanding globally. This decision has raised many eyebrows, including those of Blockbuster. Blockbuster, once a video rental chain with thousands of locations in North America, was forced to close all its stores in 2014 due to bankruptcy caused by competition from streamers like Netflix. Today, only one Blockbuster store remains, mostly as a tourist attraction.
Blockbuster took to X, formerly Twitter, to respond to Netflix’s plans, saying, “Oh boy… Should we tell Netflix how this ends?”.
There is limited information available about Netflix’s physical stores. Josh Simon, Netflix’s vice-president of consumer products, mentioned in the Bloomberg report that the locations will sell merchandise, themed food, and offer immersive experiences based on Netflix shows. The first two locations, called Netflix House, are expected to open in the U.S. in 2025, but the cities are yet to be determined. These venues will also feature rotating installations and ticketed shows inspired by popular series. The in-house restaurant will offer a range of food and drink options, from casual to high-end dining.
Although Simon did not provide specific details, he mentioned that Netflix has seen how fans love to immerse themselves in the world of their movies and TV shows, and they want to take that experience to the next level.
Netflix has previously experimented with pop-up fan experiences and marketing events, such as “The Queen’s Ball: A Bridgerton Experience” and a pop-up restaurant in Los Angeles. However, it remains to be seen if there will be enough interest in these experiences to sustain permanent locations.
Some online observers are skeptical, questioning Netflix’s decision to venture into brick-and-mortar stores after laying off hundreds of employees in recent years. Others compare it to reinventing the movie theater experience. However, some believe that Netflix’s focus on providing fan attractions could make their stores more like Disneyland rather than traditional video rental stores.
While opinions are divided, some analysts believe that if Disney and NBC Universal can operate theme parks successfully, Netflix may have a decent chance of succeeding with its physical store venture.
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