Streaming powerhouse Netflix has officially opened the doors to its latest venture, Netflix House Dallas, offering fans the chance to enjoy their most beloved shows and movies through interactive and engaging experiences. This strategic move, which follows the debut of Netflix House Philadelphia in November, marks a significant commercial push by the streaming giant to monetize its intellectual property beyond subscription fees.
Netflix House is a first-of-its-kind, permanent, ever-changing entertainment venue. Its newest Dallas location is nestled in the bustling Galleria Mall and spans more than 100,000 square feet, transforming a large retail space into a year-round experiential destination.
The Dallas venue features a diverse range of paid and complimentary activations. Guests can challenge themselves in Squid Game’s most thrilling trials or enter a new take on the classic arcade room in Netflix RePLAY. These nostalgic and physical games are based on a wide slate of popular shows and films, including Bridgerton, Love is Blind, ONE PIECE, Wednesday, and many others.
The space also hosts high-production feature experiences, such as a new Stranger Things adventure with a never-before-seen story. Charismatic actors serve as guides, taking visitors on an action-packed journey into the ruins of Hawkins in an effort to find three missing townspeople.
While entry to Netflix House is free during open hours, and guests can enjoy complimentary displays—such as a glassed Bridgerton exhibit titled, “Dressing A Queen,” or photo-ops with the ginormous “Thing” hand from Wednesday—the main attractions come with a notable price tag. Paid games in Netflix RePLAY use refillable cards starting at $10, and the immersive, story-driven experiences start at a premium of $39.
Netflix’s Vice President of Experiences, Greg Lombardo, defended the tiered pricing model, telling ESSENCE GU, “We just want to make sure fans are finding not only what they love but something new to love when they come to Netflix House. I think the variety of experiences and the variety of price points really offer that opportunity.” The commercial reality, however, is that a full family outing including dining and merchandise could prove quite costly, a factor consumers must weigh against the appeal of the interactive environments.
The venue is designed for constant evolution, mimicking the streaming platform itself. The Netflix team plans to refresh experiences regularly throughout the year to give fans a consistent reason to return. Lombardo added that they “continue to look at what fans are watching, what they’re loving, and then figure out ways to bring those into Netflix House on a regular basis.” For instance, elements of the rising anime KPop Demon Hunters were quickly incorporated into photo-ops, a RePLAY game, and specialty items at the restaurant, Netflix BITES, just in time for the grand opening.
This full-service restaurant is another key revenue driver, featuring nearly 20 options inspired by the platform’s most cherished characters. Guests can indulge in the HUNTR/X Power Up SSAM—made with fire-grilled pork, gochujang glaze, and pickled cabbage—or enjoy house favorites like the WWE Smashburger and the Featherington French Toast. The Netflix Shop further captures revenue with exclusive, in-store-only merchandise, solidifying the venue as a complete retail and entertainment ecosystem.
As Netflix House Dallas and Philadelphia welcome patrons, the company is already planning its next step, with a third permanent location slated for Las Vegas in 2027. This rapid rollout suggests high executive confidence in the long-term profitability of the model, which Lombardo underscored: “We certainly want to be where our members are, we want to be close to fans of entertainment, and make it a really easy trip to Netflix House. We’d be looking to build these in many more cities around the world.” The success of this venture will ultimately be measured not just by fan enthusiasm, but by its sustained ability to drive ancillary revenue for the global media company.