However, Netflix is working on a plan to revamp its brand, and they are apparently preparing to resurrect something from a bygone era: video rental stores.
That's right, Netflix is apparently gearing up to open actual brick-and-mortar locations that will feature retail, dining, and live entertainment, using their original TV shows and movies. Although it's not clear if they'll offer actual rentals, this will still provide some great nostalgia for folks who grew up going to Blockbuster and picking out their favorite movies and snacks.
From NPR:
The streamer plans to open the first two of these "Netflix House" locations in unannounced cities in the U.S. in 2025. It hopes to expand the concept to major cities around the world thereafter.
"We've seen how much fans love to immerse themselves in the world of our movies and TV shows," Simon told Bloomberg. "And we've been thinking a lot about how we take that to the next level."
Netflix did not immediately respond to NPR's request for comment.
Though Disney, a major Netflix competitor, has been in the retail, dining and live entertainment spaces for decades, such offerings have not yet been part of Netflix's core brand. But the company has recently been dabbling in these areas.
Earlier this year, the streamer opened a pop-up restaurant in Los Angeles featuring menu items created by chefs associated with Netflix cooking shows. The company has also launched pop-up stores offering merchandise from its hit show Stranger Things in cities such as Paris, Las Vegas and Chicago.
It was also involved in The Queen's Ball: A Bridgerton Experience, a traveling production that recreated sets from the Netflix show Bridgerton with actors, live music and dancing.
It's not unusual for successful online brands to gravitate to the physical world. Amazon, for example, opened brick and mortar stores and acquired Whole Foods Market.
"Netflix is an ecosystem. It opened a merchandise shop a couple of years ago. It's investing in mobile games. It's more than just a place for your remote control to gravitate to at the end of a long day," said Rick Munarriz, a senior media analyst with the investment advice company, The Motley Fool, in a statement to NPR. "Success in the real world through location-based entertainment is the spoils of victory for a leading tastemaker. If Disney and NBC Universal can operate theme parks I give Netflix a decent shot of succeeding with this venture."
It's definitely ironic that Netflix is considering opening actual stores when they single-handedly were the ones who forced locations like Blockbuster and Family Video out of business.
This venture will certainly take a while to materialize, but for me personally, I do miss the experience of leaving my home for some entertainment.
Guess we'll have to see if this ends up being a success or a massive flop...
