NetflixS “KPop Demon Hunters” Signals a Potential Shift in Streaming Release Strategy
A surprising theatrical release for the animated hit suggests a growing recognition of the value of the communal moviegoing experience, even for streaming-first titles.
Netflix is defying expectations and challenging conventional wisdom with a bold move: bringing its animated sensation, “KPop Demon Hunters,” to over 1,700 theaters nationwide. This isn’t the limited Oscar-qualifying run typically reserved for prestige projects; it’s a wide release featuring karaoke-captioned screenings designed to encourage full audience participation. “Dress up! Sing along! Give in to the catchy choreography … that’s how it’s done done done!” as one excited observer put it.
The experiment is already proving to be a draw. At the Alamo Drafthouse in los Angeles,a recent screening was packed with families,many of whom had already seen the film multiple times on Netflix. According to one attendee, audiences weren’t just singing along to the catchy tunes, but were also reciting much of the dialog verbatim. Parents were reportedly spending close to $100 to experience the film on the big screen with their children.
Next week, “KPop Demon Hunters” – a unique cultural phenomenon centered around a trio of Korean pop stars battling demons with the power of their music – is projected to become Netflix’s most-watched movie. This limited, two-day event appears to be a direct response to overwhelming fan demand, suggesting that any potential extension or encore would also be driven by popular appeal.
The move is notably noteworthy when contrasted with Netflix’s past handling of other critically acclaimed films. As one source noted, there was little public clamor for a theatrical release of Guillermo del Toro’s “Pinocchio” or “Emilia Pérez,” despite their artistic merit. Similarly, despite interest from film purists, Alfonso Cuarón’s “Roma” and Martin Scorsese’s “The Irishman” didn’t generate the same immediate box office buzz as “KPop Demon Hunters” did upon declaration.
the success of “KPop Demon Hunters” underscores the power of fandom and suggests Netflix is acknowledging its audience’s desire for a collective experience that only cinemas can provide. This raises the question: are theaters as obsolete as some, including Netflix’s own Ted Sarandos, have suggested? While this event is unlikely to fundamentally alter Netflix’s business model, it does offer a compelling case study.
“KPop Demon Hunters,” produced by Sony Pictures Animation in 2022. This indicates that Netflix recognized “KPop demon Hunters” as a “sure thing,” a rare commodity in the unpredictable world of film distribution.
Currently, three songs from the film – “Golden,” “Your Idol,” and “Soda Pop” – are in the top 10 of the Billboard Hot 100 chart. The enthusiastic reaction during screenings suggests that “Takedown,” performed by TWICE during the end credits,may soon join them.
Netflix has a robust slate of potentially big-screen-worthy films scheduled for release this fall, including “Train Dreams,” Guillermo del Toro’s “Frankenstein,” and Kathryn Bigelow’s “A House of Dynamite.” However, the success of “KPop Demon Hunters” doesn’t guarantee a wide theatrical release for these titles.
To replicate this experiment, Netflix will need another proven success with a built-in audience eager to re-experience a film they first enjoyed on the streaming platform. Netflix possesses the data to identify optimal release windows for different types of content. A Christmas release for last year’s “Carry On,” for example, could be a viable option.
Ultimately, “KPop Demon Hunters” may prove to be a unique phenomenon.For now,it’s a cause for party: for two days only,even those without Netflix subscriptions can experience the film surrounded by singing fans whose enthusiasm propelled this streaming sensation onto the big screen.
