Why Netflix’s ‘KPop Demon Hunters’ Is a Box Office Hit—But Probably a One-Time Wonder

Netflix recently took a bold step with its popular animated film “KPop Demon Hunters,” releasing a sing-along version in theaters for two days. Industry insiders estimated this limited release earned between $16 million and $20 million domestically. While these numbers might seem modest compared to other re-releases, such as “Star Wars: Revenge of the Sith,” it still reflects a strong interest in unique viewing experiences.

Typically, Netflix keeps its box office figures under wraps, so it’s intriguing that such buzz is prompting speculation about the company’s future in theaters. Traditionally, Netflix has used theater releases primarily as a promotion for its streaming service rather than as a major revenue source. They are known for skipping lengthy release windows and quickly moving films to their platform.

“KPop Demon Hunters” is a bit of an exception, yet analysts like David Poland believe it won’t shift Netflix’s overall strategy. “It’s all about events for Netflix,” he points out, indicating that their focus remains on creating memorable cinematic happenings rather than embracing traditional film release patterns.

In the cinema world, there’s growing emphasis on making cinematic releases special or “eventized.” Netflix’s unique approach has let it thrive, allowing for flexibility with theaters that traditional studios can’t replicate. They often avoid hefty marketing costs because of their unconventional deals, which can sometimes lead to friction with theater operators.

This release debatedly involved 1,700 theaters but notably, no AMC theaters—one of the largest cinema chains—showed the film. AMC did not respond to inquiries about this. However, they are set to collaborate on Greta Gerwig’s “Narnia,” which will have an exclusive two-week IMAX run starting Thanksgiving 2026.

Poland suggests Netflix might have offered better revenue splits to entice theaters to work with them. “They don’t care about the money,” he said, hinting that the promotional aspect outweighs the earnings from box office sales.

Moreover, “KPop Demon Hunters,” available on Netflix since late June, has already become the second-most watched English-language film on the platform, with over 210.5 million views. This theatrical release could further amplify its viewership and create a cultural event, as noted by media analyst Paul Dergarabedian. He emphasizes how essential theatrical releases can be for drumming up excitement and sparking social media conversations.

In short, Netflix’s recent endeavors hint at a dynamic shift in how streaming services can engage audiences. As they continue to experiment with theatrical releases, the industry will be watching closely to see how it impacts their streaming strategy.



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