After ending the longstanding mail-order DVD service that put it on the map, Netflix is now branching out into the brick and mortar world.
According to a Bloomberg report, the streaming giant is planning to open a network of stores called Netflix House. offering retail, dining and live experiences centered around its TV shows and movies.
"We've seen how much fans love to immerse themselves in the world of our movies and TV shows, and we've been thinking a lot about how we take that to the next level," Josh Simon, the company's vice president of consumer products, told Bloomberg.
Initial plans have Netflix opening two locations in the United States in 2025 and then expanding to major cities around the globe, according to the report.
Netflix House will feature "rotating installations, including ticketed shows inspired by popular series and restaurants featuring food from unscripted shows," Bloomberg said.
The company plans to use Netflix House as a marketing tool to "promote its titles than as a meaningful source of revenue," Bloomberg reported.
Rick Munarriz, a senior media analyst with the investment advice company, The Motley Fool, told NPR that Netflix has evolved into "more than just a place for your remote control to gravitate to at the end of a long day."
"Success in the real world through location-based entertainment is the spoils of victory for a leading tastemaker," he said. "If Disney and NBC Universal can operate theme parks, I give Netflix a decent shot of succeeding with this venture."
It's not the first time Netflix has entered the physical world. It held a live "Bridgerton" experience with actors, live music and dancing in 10 major cities, along with opening "Stranger Things" pop-up shops in multiple cities -- both of which were huge successes, per Bloomberg.