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Netflix opens its first multi-title pop-up store in Los Angeles

Netflix fans, at least those living in Los Angeles, can kick off the holiday season by visiting a brand-new store dedicated to most popular streaming titles. By expanding into the physical world, Netflix is adding another stream of much-needed income.

The new store opened on October 13 and is located at The Grove – an iconic shopping and entertainment destination in Los Angeles.

Netflix at the Grove features items from some of Netflix’s most popular titles, including Stranger Things, Bridgerton, and Squid Game. Visitors are welcomed by photo-ready vignettes featuring life-size versions of famous Netflix characters, such as the notorious Vecna from Stranger Things or the Young-Hee doll from Squid Game.

The store will be open through January 6, 2023, within the 10,000-square-foot space. Netflix says admission is free for all guests.

“Netflix at The Grove continues to build on Netflix’s successful global live immersive experiences, creating new and engaging ways for fans to celebrate their favorite shows,” the company announced.

The new Netflix store is different from the physical pop-ups the streaming service has previously opened. They have tended to focus on a single title, like Stranger Things or Bridgerton, while the space in L.A. offers merchandise and displays from various Netflix titles.

Previous experiences included Stranger Things: The Experience, Stranger Things: The Store, The Queen’s Ball: A Bridgerton Experience, Money Heist The Experience, Viva Las Vengeance: Army of the Dead, and more.

Stranger Things merchandise on sale. Image by Shutterstock.

“Following the incredible success and excitement from our fans for our immersive experiences around the globe, this felt like the most organic next step to continue our growth and bring Netflix’s most beloved shows together in a completely new way,” said Greg Lombardo, Head of Live Experiences, Netflix. “Celebrating our fans and giving them the opportunity to put themselves in the world of the stories they love is at the heart of what we do, and we’re thrilled to bring this experience to life at The Grove.”

This experimentation beyond Netflix’s longtime core service of streaming TV shows and movies suggests that the company proceeds with efforts to diversify its revenue streams.

For example, Netflix has had a growing interest in the gaming industry in recent years and launched its own gaming platform in November 2021, offering subscribers several casual games to play. The streaming giant has also purchased small gaming companies, such as Night School Studio.

Netflix is also setting up its own video game studio. It will be based in Helsinki, Finland. It is so far unclear whether Netflix intends to develop games exclusively for mobile, or if it will also target the home console market.

In April, Netflix announced a loss of 200,000 subscribers, its first quarterly loss since 2011. The company’s share price immediately dropped by 35%, and it lost almost a million more subscribers between April and July.

Netflix still has more than 220 million subscribers worldwide, although the Reviews.org survey recently showed that one in four Netflix subscribers plan to leave the streaming service this year.

According to the poll, more than a third of those planning to bail say it’s because of the rising monthly costs of Netflix. Others say they miss titles migrating to other services, whereas almost 20% say they need to tighten their belts due to inflationary pressures.

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