KPop Demon Hunters: A New Era for Netflix and Theaters?
The animated film KPop Demon Hunters is sparking discussions on whether it’s merely a unique phenomenon or the beginning of a lasting collaboration between Netflix and theater operators.
Box Office Trends
Despite a special sing-along event grossing an impressive $18 million to $20 million at 1,700 North American theaters, Hollywood insiders are betting against this film lasting in theaters. This event marked the highest earnings for any film over the weekend of August 22-24, even as Netflix, which has a rocky history with theaters, does not disclose box office figures. Netflix declined to comment on the situation.
The Official Box Office Leader
Consequently, New Line and Warner Bros.’ horror film Weapons officially topped the box office with $15.6 million from 3,631 cinemas, bringing its global total to nearly $200 million, precisely $199.4 million by Sunday.
Marketing Genius
Regardless of box office results, the sing-along event was a smart marketing tactic for Netflix, fostering subscriber engagement while likely aiming to attract new viewers, especially since the film is poised to become a franchise.
Cultural Impact and Popularity
Since its debut in June, Kpop Demon Hunters has become a cultural sensation, nearing the top of Netflix’s all-time English-language films list and already ranking first in animated films. Its soundtrack has also performed well, featuring songs like “Golden” climbing Billboard’s top charts.
Theater Participation
Only AMC Theatres chose not to participate in the sing-along, adhering to its policy against showing films also available for home streaming. In contrast, Regal, Cinemark, Alamo Drafthouse, and others welcomed the event, especially given the weakened summer box office. Speculation surrounds Netflix potentially using the two-day event as marketing for a future streaming release.
Creative Team Behind the Film
The film features a unique premise focused on K-pop stars Rumi (Arden Cho), Mira (May Hong), and Zooey (Ji-young Yoo) as they lead double lives as demon hunters combating supernatural threats. Directed by Maggie Kang and Chris Appelhans, the film was produced by Sony Pictures Animation and is part of a broader agreement with Netflix.
