Netflix opened its second permanent entertainment venue, Netflix House Dallas, on December 11, 2025, inside the Galleria Dallas. The 100,000‑square‑foot complex blends digital storytelling with live attractions, featuring immersive experiences based on the streaming hit Stranger Things, the Korean‑drama‑style thriller Squid Game, and the blockbuster animated film K‑Pop Demon Hunters.
Entry to the venue is free, but guests can purchase ticketed adventures such as Stranger Things: Escape the Dark and Squid Game: Survive the Trials, with prices starting at $39. The complex also hosts Netflix Bites, a themed dining concept, and a dedicated merchandise shop that offers exclusive apparel, collectibles, and limited‑edition items tied to the featured titles.
Marian Lee, Netflix’s Chief Marketing Officer, said the Dallas location “is the perfect place for Netflix House. Everything is bigger in Texas, and that includes its fandom.” She added that the venue “will become part of the community as the local place for in‑person entertainment.” Greg Lombardo, Vice President of Experiences, noted that Dallas “has a population of entertainment fans and an incredible cultural fabric,” making it an ideal pilot city for the concept.
Strategically, the Dallas launch extends Netflix’s multi‑platform ecosystem beyond its core streaming service. By creating a year‑round destination that blends content with physical experiences, Netflix aims to deepen fan engagement, reduce subscriber churn, and generate ancillary revenue from ticket sales, food and beverage, and merchandise. The venue also serves as a marketing hub, allowing the company to showcase new releases and drive brand visibility in a high‑traffic retail environment.
While the opening itself does not impact quarterly earnings, it signals a broader shift toward experiential monetization. The investment in a 100,000‑square‑foot venue reflects confidence in the long‑term value of its intellectual property and a willingness to allocate capital to high‑margin, high‑engagement assets that can complement subscription revenue. If the Dallas venue attracts the projected footfall, it could become a recurring revenue stream that supports future content development and strengthens Netflix’s competitive position against other streaming services that lack a physical presence.
The launch also positions Netflix to test and iterate on the phygital model, gathering data on visitor behavior, spend patterns, and cross‑promotion opportunities that could inform future venue expansions or digital‑physical integrations. By embedding its stories in a tangible space, Netflix is creating a new touchpoint that could reinforce brand loyalty and open pathways for additional monetization channels, such as premium event tickets, limited‑edition merchandise, and localized marketing partnerships.
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