In an aggressive move to claim a new corner of the entertainment industry, the streaming giant Netflix has announced a groundbreaking new option to premium members, PlayFlix, which promises to stage live performances in subscribers’ homes. The Los Angeles-based company will team with event producers all over U.S. to literally bring world-class theatre into viewers’ living rooms.
“We’ve heard from many would-be or former theatregoers that the hassle of leaving their couches, battling traffic and finding parking, then facing the presence of unpredictable strangers in a live audience, has made the theatrical experience a no-go,” said Brenna Balerio, Netflix’s chief programming manager. “We’ve seen similar trends with moviegoing, which we’ve sought to address by routinely turning two-hour movie scripts into eight-hour streaming series.”
The new PlayFlix slate includes starry titles that have recently finished their runs, including the National Theatre production of All My Sons starring Bryan Cranston, last year’s Broadway production of John Proctor Is the Villain with Sadie Sink, and the long-running immersive phenomenon Sleep No More. Subscribers will be required to sign waivers so that technicians and theatre architects can turn their homes or apartments into state-of-the-art, LEED-compliant playing spaces; in some cases they will have to make provisions to live off-site temporarily while the productions are in tech.
The new service already has some early adopters.
“I just signed up for PlayFlix so that I can bring Broadway’s Moulin Rouge to my home this fall, after the Broadway run closes,” said Marcia Routledge, a theatre lover in Cedar Rapids, Iowa. While Netflix hasn’t yet unveiled figures for the premium bundle that would unlock PlayFlix for subscribers, Routledge told us that according to her latest bank statement, her Netflix account with PlayFlix enabled will set her back $456,000.
