Why Netflix, Warner Bros and Disney now go beyond screens to sell real-world experiences
Ever desired to be in the Bridgerton world, wanted a Love Is Blind cocktail? Entertainment companies have moved into real-world attractions
Netflix, Warner Bros Discovery and other entertainment companies are looking beyond films and television shows, opening hotels, restaurants and other attractions to deepen their relationships with viewers.
Netflix has had over 70 marriage proposals at the Queen’s Ball, a touring version of its hit show Bridgerton.
The events, which involve picking an attendee to be honoured by the queen, are frequently posted online, according to Greg Lombardo, who heads the live experiences business at the streaming service.
“It just creates such conversation out there and supports that title in between those season releases,” Lombardo said at an industry event.
Paramount Global’s hotel portfolio has expanded to 1,500 rooms from 200 in the past three years, according Marie Marks, who leads the company’s experiences business. Another 2,000 rooms are in development, tied to classic Paramount films and its Nickelodeon kids brand.