Entertainment: Why Netflix, Warner Bros and Disney now go beyond screens to sell real-world experiences
- InsightTrendsWorld
- Mar 19
- 7 min read
Why it is the topic trending:
Evolution of Entertainment Consumption: Entertainment companies are recognizing the need to engage audiences beyond traditional screens to foster deeper connections and loyalty.
Booming Attractions Business: While other areas of the entertainment industry face challenges, the attractions business is experiencing significant growth, presenting a lucrative opportunity.
Deepening Brand Engagement: Real-world experiences allow fans to immerse themselves in the worlds of their favorite shows and films, strengthening their emotional connection with the brands.
Generating Buzz and Supporting Core Content: These attractions often create social media buzz and help maintain audience interest in franchises between releases of films or seasons of TV shows.
Diversification of Revenue Streams: Expanding into attractions offers entertainment companies new and potentially stable revenue streams beyond content production and distribution.
Overview: The article discusses the growing trend of major entertainment companies like Netflix, Warner Bros Discovery, and Disney venturing beyond films and television into the realm of real-world attractions such as hotels, restaurants, and theme park experiences. This move aims to deepen engagement with viewers, capitalize on the booming attractions industry, and create new revenue opportunities. The article provides examples of successful initiatives and future plans from these companies.
Detailed findings:
Netflix has seen over 70 marriage proposals at its touring Bridgerton Queen's Ball experience.
Paramount Global has significantly expanded its hotel portfolio linked to Paramount films and Nickelodeon.
Warner Bros is building a Harry Potter studio tour in Shanghai and has a successful hotel in Abu Dhabi near a theme park.
Disney plans significant capital expenditures in its experiences division, including new cruise ships and theme park rides.
Universal is undergoing a major expansion of its experiences division, including a new theme park in Orlando and other attractions.
Netflix has opened restaurants like Netflix Bites in Las Vegas with food and drinks themed after its shows.
Netflix is launching year-round "Netflix Houses" in shopping malls, featuring immersive experiences from shows like Bridgerton and Squid Game.
Touring experiences allow Netflix to reach over 100 markets and incorporate local culture.
Some content, like Netflix's Ozark, may not translate well into immersive experiences.
Key takeaway: Major entertainment companies are strategically expanding into real-world attractions to enhance audience engagement, capitalize on a growing market, diversify revenue streams, and strengthen brand loyalty by offering immersive experiences connected to their popular content.
Main trend: The central trend is The Convergence of Screen-Based Entertainment and Real-World Immersion.
Description of the trend (The Convergence of Screen-Based Entertainment and Real-World Immersion): This trend describes the increasing movement of entertainment companies to extend the narratives and worlds of their films and television shows into physical spaces and interactive experiences. This convergence aims to provide fans with a deeper and more tangible connection to their favorite content, blurring the lines between passive viewing and active participation. By creating immersive attractions, companies are transforming entertainment from a primarily screen-based activity into a more holistic lifestyle experience.
What is consumer motivation:
Deepened Engagement: Fans desire a more profound connection with the stories and characters they love.
Immersive Experiences: Consumers seek opportunities to step into the worlds depicted on screen and experience them firsthand.
Novelty and Excitement: Real-world attractions offer new and exciting ways to interact with familiar content.
Social Sharing and Status: Experiencing and sharing moments from these attractions on social media can enhance social standing and create memorable content.
Nostalgia and Fan Culture: Attractions can cater to nostalgia and provide dedicated spaces for fans to celebrate their favorite franchises.
What is driving trend:
Audience Demand: A clear appetite exists among viewers for deeper engagement with their beloved entertainment properties.
Success of Existing Attractions: The proven success of ventures like Disney theme parks and the Wizarding World of Harry Potter demonstrates the market potential.
Diversification of Revenue: Entertainment companies are looking for new and reliable income streams beyond content creation.
Brand Building and Loyalty: Immersive experiences can significantly strengthen brand loyalty and create lasting memories for fans.
Competition in Content Creation: With increasing competition in streaming and traditional media, companies are seeking innovative ways to stand out and retain audiences.
What is motivation beyond the trend: Consumers are increasingly seeking out memorable experiences over purely material possessions. Immersive entertainment offers a unique form of experiential consumption that aligns with this broader societal shift.
Description of consumers article is referring to: The article refers to a broad audience of fans of major entertainment franchises from Netflix, Warner Bros Discovery, Paramount Global, Disney, and Universal. This includes fans of shows like Bridgerton and Squid Game on Netflix, Harry Potter and DC Comics properties from Warner Bros, classic films and Nickelodeon from Paramount, Disney's various franchises, and Universal's movies and characters. This likely encompasses a wide range of ages, demographics, and lifestyles, united by their interest in these popular entertainment brands.
Conclusions: Major entertainment companies are strategically investing in real-world attractions as a key way to enhance audience engagement, capitalize on the growing attractions market, and diversify their business models beyond traditional screen-based entertainment. This trend indicates a significant shift towards creating more immersive and interactive experiences for fans.
Implications for brands (Entertainment Companies):
Expand Beyond Core Content: Consider extending popular franchises into physical attractions to deepen audience engagement.
Invest in Experiential Design: Focus on creating high-quality, immersive experiences that truly transport fans into the world of their favorite shows and films.
Leverage Intellectual Property: Utilize your existing catalog of popular content to create themed attractions with built-in fan bases.
Consider Diverse Formats: Explore various types of attractions, from theme parks and studio tours to hotels, restaurants, and touring events.
Integrate Digital and Physical Experiences: Find ways to connect the physical attractions with online content and social media engagement.
Implication for society: This trend indicates a growing desire for shared, immersive entertainment experiences outside the home. It also highlights the increasing power of major entertainment brands in shaping leisure activities.
Implications for consumers: Consumers will have more opportunities to step into the worlds of their favorite movies and TV shows, creating memorable and engaging experiences. This could also lead to new forms of social interaction and fan culture.
Implication for Future: The future of entertainment may see a greater integration of screen-based narratives with physical, immersive experiences, blurring the lines between content consumption and active participation in these fictional worlds.
Consumer Trend (name, detailed description): Immersive Fandom: Consumers, particularly fans of major entertainment franchises, are increasingly seeking out immersive, real-world experiences that allow them to step inside the narratives and environments they enjoy on screens, fostering a deeper connection with the stories and characters.
Consumer Sub Trend (name, detailed description): The Desire for Tangible Engagement with Digital Worlds: As more of our lives move online and entertainment becomes increasingly digital, consumers are also seeking tangible, physical ways to engage with their favorite digital worlds and characters, making real-world attractions highly appealing.
Big Social Trend (name, detailed description): The Experience Economy: There's a broader societal shift towards prioritizing spending on experiences and creating lasting memories, rather than just acquiring material goods. Entertainment companies are tapping into this trend by offering immersive attractions.
Worldwide Social Trend (name, detailed description): The global appeal of major entertainment franchises transcends geographical boundaries, making the potential for real-world attractions a worldwide phenomenon, as seen with Warner Bros. building a Harry Potter tour in Shanghai.
Social Drive (name, detailed description): The Need for Connection, Escape, and Awe: Immersive entertainment experiences can fulfill the fundamental human desires to connect with stories and fellow fans, escape from everyday reality, and feel a sense of wonder and awe within these created worlds.
Learnings for brands to use in 2025:
Understand Your Fanbase Deeply: Know what resonates most with your audience to create relevant and engaging attractions.
Prioritize Immersion and Authenticity: Fans want to feel like they are truly stepping into the world of your content.
Create Shareable Moments: Design experiences that are visually appealing and encourage social media sharing.
Consider Accessibility and Scalability: Explore different types of attractions (touring, permanent, large-scale, smaller events) to reach a wider audience.
Continuously Update and Refresh Offerings: Keep attractions engaging with new content and experiences to encourage repeat visits.
Strategy Recommendations for brands to follow in 2025:
Identify Key Franchises with High Fan Engagement: Focus on the properties that have the strongest and most dedicated fan bases.
Invest in Creative Partnerships: Collaborate with experienced attractions designers and operators to bring your visions to life.
Develop Comprehensive Marketing Strategies: Utilize your existing marketing channels to promote your real-world experiences to your audience.
Gather Feedback and Iterate: Continuously seek feedback from visitors to improve and evolve your attractions.
Explore Global Expansion Opportunities: Consider launching attractions in key international markets where your content is popular.
Final sentence (key concept) describing main trend from article: Entertainment giants are increasingly recognizing the value of extending their storytelling beyond screens into the real world, creating immersive attractions to deepen audience engagement and capitalize on the booming demand for experiential entertainment.
What brands & companies should do in 2025 to benefit from trend and how to do it: In 2025, entertainment brands should capitalize on the convergence of screen-based entertainment and real-world immersion by:
Strategically identifying their most popular and engaging intellectual property that lends itself well to physical experiences and offers strong potential to attract dedicated fan bases to real-world attractions.
Investing in partnerships with experienced and innovative attractions designers and operators to create high-quality, immersive environments that authentically bring the narratives and worlds of their films and television shows to life for fans.
Developing comprehensive marketing and promotional campaigns that leverage their existing audience reach and social media presence to create excitement and drive attendance to these new real-world experiences, further deepening brand engagement and loyalty.
Final note:
Core Trend:
Name: The Blurring of Entertainment Realms
Detailed Description: Entertainment companies are increasingly merging the digital worlds of films and TV with tangible, real-world experiences to create deeper fan engagement.
Core Strategy:
Name: Immerse Your Audience
Detailed Description: Brands should focus on creating authentic and engaging immersive experiences that allow fans to step into the worlds of their favorite content.
Core Industry Trend:
Name: Experiential Entertainment Expansion
Detailed Description: The entertainment industry is seeing a significant expansion into the realm of physical attractions as a key growth area.
Core Consumer Motivation:
Name: Craving Deeper Fan Engagement
Detailed Description: Consumers, particularly dedicated fans, are motivated by the desire for more profound and interactive ways to connect with their favorite entertainment properties.
Final Conclusion: The strategic move by major entertainment companies into real-world attractions signifies a fundamental shift in how they engage with their audiences, recognizing the power of immersive experiences to build stronger brand connections and create new avenues for growth in the evolving entertainment landscape of 2025.
Core Trend Detailed (words on Core Trend): The core trend of "The Convergence of Screen-Based Entertainment and Real-World Immersion" signifies a transformative shift in the entertainment industry. No longer content with solely delivering content through screens, major players like Netflix, Warner Bros., and Disney are strategically expanding into physical attractions. This move reflects a deeper understanding of audience desires, where fans crave more than just passive viewing; they yearn for tangible, immersive experiences that allow them to step directly into the worlds of their beloved films and television shows. This convergence is driven by a booming attractions market and the potential to forge stronger, more lasting connections with viewers, ultimately transforming entertainment consumption into a more comprehensive and engaging lifestyle phenomenon.
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