Exploring the global franchise of La Casa De Papel, including live immersive experiences and consumer products. Greg Lombardo discusses the popularity of participatory theater and the challenge of determining what works. The chapter also explores the key elements for a successful show, including passion and visual identity.
Netflix is exploring how to expand the storytelling experience beyond the screen by creating immersive interactive experiences and consumer products based on popular shows like Bridgerton, Stranger Things, and Money Heist. These experiences allow fans to further engage with the shows, imagine themselves as part of the story, and connect with fellow fans. The Queen's Ball, a Bridgerton experience, was an example of a successful immersive event that transported attendees to 1813 London. Netflix is also venturing into global franchise building with shows like La Casa de Papel, or Money Heist. They are expanding the show's world through spin-offs, live experiences, consumer products, and even adapting the series in different regions like Korea. The focus is to drive passion, conversation, and create opportunities for audiences to actively participate in the stories they love.
The Power of Live Experiences
Netflix sees live experiences as a means to deepen the connection between viewers and their favorite shows. This physical manifestation of storytelling allows fans to be part of the show's universe, experience wish fulfillment, and contribute to the joy and excitement of the stories. By creating immersive events like escape rooms and theatrical experiences, Netflix aims to give fans a chance to directly participate and be part of the story. The live experience of La Casa de Papel, for example, closely follows the storyline of the show where attendees become tourists who inadvertently get caught up in a heist. Netflix also emphasizes the importance of bringing these live experiences to fans worldwide, expanding the reach and impact of their shows.
Crafting Unique Consumer Products
Netflix's consumer products team plays a pivotal role in extending the storytelling experience through physical merchandise. They aim to create artifacts rather than mere souvenirs that allow fans to feel a deeper connection with the show's world. The team approaches product design with creativity and attention to detail, seeking to infuse elements of the story, characters, and visual style into the products. Collaborations with brands like Reebok have resulted in products like sneakers with hidden messages and gold embellishments that reflect the heist theme of La Casa de Papel. The goal is to inspire fans' creativity, offering them a tangible piece of the show's universe that they can own and proudly showcase.
In this episode, we explore how Netflix is answering the call from fans to expand our stories both on screen and beyond. From a global hit series, to a Korean spinoff, to consumer products and live experiences, we focus on La Casa De Papel as a case study for building a global franchise.
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