Netflix and Mastercard want to turn culture into commerce through a new partnership.
Under the pact, Mastercard cardholders will have access to exclusive benefits for Netflix’s immersive live, in-person experiences based on its popular programming, including presale tickets. Mastercard will be the “preferred payments partner” for some of Netflix’s immersive in-person events and experiences, including “Stranger Things: The First Shadow” stage play, which is coming to Broadway in March 2025; the pop-up Netflix Bites restaurant in Las Vegas; and the first two Netflix House experiential destinations set to open next year.
“Stranger Things” fans can purchase Broadway tickets for “Stranger Things: The First Shadow,” a 1950s-set prequel to the hit series that had its original run in London’s West End. In 2025, Netflix is opening the Netflix Bites eatery at the MGM Grand in Las Vegas, where fans will be able to order dishes inspired by the streamer’s popular titles. That comes after the company launched the Netflix Bites pop-up restaurant in L.A. that was booked for more than six weeks in 2023.
Also next year, Netflix plans to open its first two “Netflix Houses” in Dallas and King of Prussia, Pa. (outside of Philadelphia), set to include experiential activities tied to the streamer’s franchises like “Bridgerton,” “Stranger Things” and “Squid Game.”
At a recent conference, Netflix co-CEO Ted Sarandos said he sees an opportunity for the company to eventually build out 50-60 permanent retail destinations around the world that combine ticketed in-person experiences, shopping and restaurants.
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“We understand that spending is no longer transactional — it’s transformational. People are choosing to invest in experiences that bring personal fulfillment and lasting memories,” Raja Rajamannar, Mastercard’s chief marketing and communications officer, said in a statement.
A recent Mastercard study found that 60% of consumers are “actively saving to indulge in the experiences that fuel their passions,” according to Rajamannar. “By partnering with innovators like Netflix, we empower individuals to immerse themselves in their passions, helping to shape the future of how they live, spend, and find joy… As entertainment and film and shows become an increasingly important passion area for people around the world, it’s the perfect time for us to partner with Netflix.”
Netflix CMO Marian Lee, in a Q&A shared by Mastercard, commented, “Our shows and films have rabid fanbases. And when our audiences fall in love with a story, they don’t just want to watch it. They want to live it. That’s why we’re really thinking about how to translate the fandom online and on-screen into real life.”
Pictured above (l. to r.): Isabella Pappas (Joyce Maldonado), Oscar Lloyd (James Hopper Jr.) and Christopher Buckley (Bob Newby) in the original London cast of “Stranger Things: The First Shadow”
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