Entertainment is a form of escapism. That’s why it’s no surprise that during stressful times, people are looking to invest their time, energy and recreational money into the pursuit of fun. 

From TV to movies, the entertainment realm is overflowing with content, and that means the opportunity to create immersive experiences that transport viewers to a whole new world. It also creates the opportunity to explore the world of Retailtainment, the literal merger of retail and entertainment by creating unique and enjoyable in-store experiences. 

In this post, we’ll explore three different immersive experiences that are transforming the entertainment industry today. 

Netflix Nation

With over 270 million paid subscribers in over 190 countries, Netflix is a streaming behemoth. Last year, Netflix expanded into pop-up restaurants with Netflix Bites, a Los Angeles eatery showcasing creations from chefs featured on their popular food and beverage shows like Chef’s Table, Iron Chef, Is It Cake? and Drink Masters. Now, the streaming giant is opening 2 new massive entertainment venues called Netflix Houses. 

“Experiential” complexes filled with restaurants, themed gift shops, and events, the Netflix Houses are referred to by CNN as “Netflix’s TV tweak on a theme park.” In the same way you’ll find a thrill ride or roller coaster branded with the name of a superhero movie, these Netflix Houses are a unique spin on entertainment that will reach larger audiences. 

“Netflix House represents the next generation of our distinctive offerings,” said Netflix Chief Marketing Officer Marian Lee, in a statement. “The venues will bring our beloved stories to life in new, ever-changing, and unexpected ways.”

At a time when empty retail space is being actively repurposed for fun and exciting new venues, experiential complexes like Netflix Houses are pushing immersive experiences to the next level.

The Power of Nostalgia 

Nostalgia is greatly influencing consumer behavior. Marketing nostalgia helps consumers reconnect with feelings of the past, many of which are filled with positive memories. 

“Nostalgia is a longing for a time and event or product that brings you comfort and that sense of joy or calm,” Maura Regan, president of Licensing International shared. “It evokes a very strong, positive emotional response.”

When it comes to immersive experiences, creating experiences that are nostalgic is a lucrative method that brings in existing fans, while also making new ones. Consider The Friends Experience, a ticketed event that brings fans of the beloved NBC comedy series in contact with everything from props to costumes from the original show. As new fans of the show are being made every day since Netflix acquired the show rights in a $150 million deal, the opportunity to connect with an entirely new audience is ripe.  

“The first experience sold out in three hours, and then we knew it was something. Nostalgia is big business,” Kathleen Wallis, vice president of global themed entertainment at Warner Bros., told the Sydney Morning Herald. 

Next, the Mean Girls Experience will be headed to New York City, and is likely to make a similar splash. A dining activation, it will feature a “Museum of Mean Girls” and “Cool Mom Bar.” Available for large groups, private bookings, or casual visits, events like these understand how alluring it is to revisit something that meant so much to viewers in the past. 

Tech-Forward Entertainment

When it comes to bringing audiences to movie theaters and streaming services, special effects and dynamic viewing experiences reign supreme. In a previous post, we discussed the John Wick Experience at Area15, an immersive entertainment district in Las Vegas. 

The 12,000-square-foot venue allows guests to take on missions involving characters, mythology, and iconography from the Wick universe. These types of immersive experiences will only continue to grow in popularity as time goes on. 

Consider Dune: Part Two’s immersive 4DX experience, which is described as being “like 3D on steroids.” With 19 effects, including bubbles, the experience of watching a movie becomes something so much more intense. 

In the TV realm, streaming services are learning how to lean into immersive experiences as well. Dark Matter, an Apple TV+ show starring Jennifer Connelly, is something that people will traditionally watch at home on their TVs and laptops. However, the service is creating a bond with audiences in a new and dynamic way by hosting 4-D Immersive Experiences in movie theaters. 

“The 4D sensory-stimulating experience will give visitors the chance to traverse mind-bending environments that showcase the path not taken, a central theme in both the book and series,” the description reads. By creating a sensory experience, Apple is taking the TV show out of the living room, and bringing in new viewers in fun and exciting ways. 

The entertainment world is incredibly multifaceted. Whether it’s television, movies, or anything in between, the mediums are growing and exploring new ways to capture audiences and build strong connections with the consumer. 

Netflix is on the forefront of this expansion, creating exciting experiential complexes that feature everything from restaurants and gift shops to themed events. Nostalgia is also a huge draw for audiences, pulling from movies and TV shows from the past. Finally, high-tech innovations that take programming to the next level, like Dune: Part Two’s immersive 4DX experience, give a new edge to the viewing experience. 

As the entertainment field grows, it becomes clearer how TV shows and movies are brands or their own. By creating these immersive experiences, they’re forging lasting relationships with audiences.