“kpop Demon Hunters” Proves Theaters Still Have a Beat: Netflix’s Surprising Cinema Strategy
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Two months after dropping “KPop Demon Hunters” on Netflix, the streamer is putting the animated hit in theaters – and not just for a limited Oscar-qualifying run. This one is going wide, in more than 1,700 venues, for karaoke-captioned screenings encouraging audience participation.
Dress up! Sing along! Give in to the catchy choreography… that’s how it’s done done done!
Having been on the Huntr/x train since the beginning, I bought tickets to the first screening of the day at los Angeles’ Alamo Drafthouse theater, where the house was packed with family audiences. They weren’t just there for the songs either, gleefully reciting most of the dialog. 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, the one-of-a-kind cultural phenomenon – in which a trio of Korean pop stars use the positive energy their songs generate to keep soul-sucking ghouls at bay, until evil demons form a rival boy band to steal their fans – is set to become Netflix’s most-watched movie.clearly, this exclusive two-day event was willed into existence by popular demand, just as any extension or encore Netflix agrees to would also be.
To the best of my knowledge, nobody was begging Netflix to release a sing-along version of Guillermo del Toro’s “Pinocchio” three years ago (much less “Emilia Pérez,” back when Netflix was treating that film like an Oscar frontrunner).And even though purists wanted to see Alfonso Cuarón’s “roma” and Martin Scorsese’s “The Irishman” in theaters, those movies didn’t sell out nearly as quickly as “KPop Demon Hunters” shows did when Netflix announced its plan last week.
The film is all about fandom, and this unprecedented move from the streaming-first media company suggests that Netflix recognized that the film’s millions-strong audience were craving the collective experience that only cinemas can provide.
Maybe theaters aren’t quite as obsolete as Ted Sarandos would have us believe. Nor is this singular event likely to change how Netflix does business.
“KPop Demon Hunters” shakes Up Release Strategy for Netflix with Box Office Success
“KPop Demon Hunters” is defying expectations and challenging conventional release strategies for Netflix.The film, featuring a soundtrack already dominating the charts, has seen a surprisingly prosperous limited theatrical run, prompting discussion about the streamer’s future approach to big-screen releases. Currently,three original songs from the film – “Golden,” “Your Idol,” and “Soda pop” – are in the top 10 of the Billboard Hot 100 chart. https://www.billboard.com/charts/hot-100/ Early reactions suggest “Takedown,” performed by TWICE during the end credits, is poised to join them.
A Unique Experiment in Theatrical Release
Netflix’s decision to give “KPop Demon Hunters” a limited theatrical release was an experiment, and so far, it appears to be paying off. The film’s success raises questions about whether Netflix will accelerate the release of other highly anticipated projects like Guillermo del Toro’s “frankenstein,” Kathryn Bigelow’s “A House of Dynamite,” and the Sundance favourite “Train Dreams.” https://www.indiewire.com/news/movies/netflix-fall-movies-2024-guillermo-del-toro-kathryn-bigelow-1234974769/ Though,the streamer isn’t necessarily poised to widely release these films based on “KPop Demon Hunters'” performance alone.
Netflix possesses data on movie popularity based on viewing times and demographics. This facts could inform future release strategies, such as a potential Christmas release for last year’s “Carry On.” https://www.netflix.com/title/81039836
The Power of a Built-In Audience
The success of “KPop demon Hunters” hinges on its ability to tap into a dedicated, pre-existing fanbase.To replicate this success, Netflix would need to identify other projects with similar built-in audiences willing to revisit a film on the big screen after initially watching it via streaming. The excited response, including audience participation during screenings, demonstrates the power of this connection.The current limited run – available for only two days to non-subscribers – is capitalizing on this fervor, creating a unique cinematic experience fueled by passionate fans.
Is This a One-Time Phenomenon?
It’s possible that “KPop Demon hunters” represents a rare confluence of factors – a popular genre, a beloved musical group, and a highly engaged fanbase. If this is the case,Netflix may view this success as a unique event to be celebrated rather than a blueprint for future releases.
Key Takeaways:
“KPop Demon Hunters” is a box office success despite being a Netflix release.
The film’s soundtrack is dominating the Billboard Hot 100.
Netflix is carefully evaluating whether to expand theatrical releases for other films.
A built-in audience is crucial for replicating this success.
* The current theatrical run is a limited-time event for non-subscribers.
The success of “KPop Demon Hunters” provides valuable data for Netflix as it navigates the evolving landscape of film distribution. while it remains to be seen whether this experiment will lead to a broader shift in strategy, it undeniably demonstrates the potential for streaming-first films to thrive in the theatrical space when paired with a dedicated fanbase and compelling content.
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