KPop Demon Hunters: Netflix Broke Its Rules to Share It in Theaters

Netflix Broke Its Rules to Share ‘KPop Demon Hunters’ on the Big Screen

KPOP DEMON HUNTERS - When they aren't selling out stadiums, Kpop superstars Rumi, Mira and Zoey use their secret identities as badass demon hunters to protect their fans from an ever-present supernatural threat. Together, they must face their biggest enemy yet – an irresistible rival boy band of demons in disguise. ©2025 Netflix
NETFLIX

Two months after dropping Kpop Demon Hunters on Netflix, the streamer is putting the animated hit in theaters — and not just the Oscar-qualifying run its prestige titles get in New York and Los Angeles.

This one is going wide, in more than 1,700 venues, for karaoke-captioned screenings in which audience participation is encouraged.

At the first screening of the day at Los Angeles’ Alamo Drafthouse theater, the house was packed with family audiences. They weren’t just in it for the songs either, but recited most of the dialogue, too.

These kids knew the movie by heart, having watched it countless times at home, and now their parents were spending close to $100 to experience it on the big screen.

Next week, this cultural phenomenon, in which a trio of Korean pop stars use their songs to keep ghouls at bay, is set to become Netflix’s most-watched movie.  This exclusive two-day event was driven by popular demand.

KPop Demon Hunters is all about fandom, and this unprecedented move from the giant streaming suggests that Netflix recognized that audiences were craving a collective experience that only theaters can provide.

However, this singular event is not likely to change the way that Netflix does business.

KPop Demon Hunters” is produced by Sony Pictures Animation (the studio behind “Spider-Man: Into the Spider-Verse”), and the cleverly executed, computer-animated feature looks as slick as the latest releases from Pixar and DreamWorks.

But that would’ve meant spending millions of marketing dollars, just to let audiences know of the movie’s existence, in a marketplace where opening weekend makes all the difference and films get chased off screen before they’ve had time to build a following. (That’s one reason Sony started selling its animated features to Netflix, which came to the rescue of “Wish Dragon,” from “KPop” co-director Chris Applehans, amid the pandemic.)

The movie benefited from word of mouth–early adopters told their friends to check it out. That’s a luxury streaming releases have, likem “RRR,” the  Tollywood movie that gained following on Netflix?
With KPop Demon Hunters, they opened in at least two dozen Los Angeles theaters, including major chains like Regal and Cinemark — more than doubling the number of screens the studio offered “Glass Onion: A Knives Out Mystery” in 2022.

Three of the film’s original songs — “Golden,” “Your Idol” and “Soda Pop” — are among the top 10 of Billboard’s Hot 100 chart.

Netflix has a slate of big-screen-worthy movies coming this fall, including Sundance “Train Dreams,” del Toro’s “Frankenstein” and Kathryn Bigelow’s “A House of Dynamite,” but that doesn’t mean the streamer will rush to open those films wide.

To repeat this experiment, they’d need another proven success with a built-in audience willing to pay to rewatch a film they first saw on streaming.

Even so, for two days only, nonsubscribers can see “KPop Demon Hunters,” surrounded by singing groupies whose enthusiasm willed the streaming phenomenon onto the big screen.

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