On March 9, digital entertainment company Animoca Brands revealed plans for a new members-only club in Los Angeles.

Club 3 is a collaboration between the Planet Hollywood Group and its existing joint venture, Meta Hollywood, which was created in 2022.

Private clubs are nothing new in crypto, and they are certainly not exclusive to Hollywood. Yuga Labs established the enormously popular Bored Ape Yacht Club in April 2021, which would become the most exclusive club in cryptocurrency.

The new NFT club in Los Angeles hopes to replicate this success and bridge the gap between physical and virtual memberships.

Animoca Brands is a Hong Kong-based software company and venture capital firm that was founded in 2014. Animoca purchased Eden Games, Darewise Productions, and Grease Monkey Games last year. Animoca Brands purchased Pixowl, the makers of The Sandbox, one of the more prominent virtual platforms that comprise the emerging metaverse, in 2018.

CLUB 3 is built around ClubID, a new identity, membership, and commerce platform that will power Meta Hollywood's communities when it launches in beta in 2023.

According to the new Meta Hollywood company, membership privileges will include access to amenities dependent on membership type, such as a closed community chat where members can virtually connect with others.

Minting a Club 3 NFT will grant collectors membership in the group on four different levels: Founding, Social, Global, and Corporate.