‘KPop Demon Hunters’ might win the box office. Why Netflix won’t say
A wave of purple and hot pink hair and cartoon K-pop bops is taking over multiplexes.
With summer blockbusters in the rearview mirror and only a few new films out, movie theaters expected a bit of a lull at the box office this weekend.
Then Netflix dropped a bombshell. The streamer would release its hit animated film “KPop Demon Hunters” — already a viral phenomenon on streaming — in theaters Saturday and Sunday for sing-along screenings.
The movie will be shown on more than 1,750 screens in the U.S. and Canada, with 1,150 shows sold out as of Thursday, according to industry sources. It’s an unusually high-profile move by Netflix into cinemas, which is using the big screen experience to capitalize on and promote one of its biggest wins.
Packed houses include the theaters of Dallas-based Look Dine-In Cinemas, which has locations in Glendale, Redlands, Downey and Monrovia.
“This will be the dominant force for the weekend,” said Look Chief Executive Brian Schultz. “We could put it on every screen in our auditorium.”
But is this theatrical release really gonna be golden, to paraphrase one of the musical’s most infectious earworms? We won’t know for sure. Or at least how golden.
Los Gatos-based Netflix will not release box office figures, sticking with the company’s long-standing policy that has long frustrated industry pros. All the same, based on presale numbers, the movie could haul in $16 million to $22 million, according to estimates from analysis site Box Office Theory. That total, if Netflix reported it, would unseat the expected official No. 1 domestic movie, “Weapons.”
The release is a welcome surprise for theater owners — particularly in the doldrums of summer, when even late breakout hits like Warner Bros.’ horror film “Weapons” have been out for weeks. But it also underscores the tricky relationship between exhibitors and Netflix, which has famously eschewed traditional theatrical film releases.
The streamer has briefly put films in theaters for Oscar consideration, as it did with “Roma” and “The Irishman,” and did give director Rian Johnson’s 2022 comedy “Glass Onion: A Knives Out Mystery” a short window in cinemas. (It will also have a three-week exclusive theatrical run for Guillermo del Toro’s “Frankenstein” in October.)
But the streamer has long been adamant that its focus is on growing its subscriber base — not on developing a theatrical business. Earlier this year, Netflix co-CEO Ted Sarandos said the theatrical movie experience was “outdated” for most people. When the company does theatrical releases, it views them as marketing efforts.
That has led to long-standing complaints from theater owners, who argue that streaming has lessened their business and trained audiences to wait until films are available at home.
“Netflix and a sizable share of theatrical exhibition have spent so many years toeing the line as frenemies, if not outright adversaries,” Shawn Robbins, director of movie analytics at ticket seller Fandango and founder of Box Office Theory, said in an email. “This is a weekend that again highlights how they could, and perhaps should, start working together more often to the benefit of both sides.”
The film, produced by Culver City-based Sony Pictures Animation, is the most-watched original animated movie in Netflix’s history, according to the streamer.
It’s also now the second-most-watched film ever on Netflix behind the 2021 action-comedy “Red Notice” starring Dwayne Johnson, Ryan Reynolds and Gal Gadot. The movie’s soundtrack has also been a hit, with the song “Golden” peaking at No. 1 on the Billboard Hot 100 charts and continuing to hold onto a high ranking.
“KPop Demon Hunters” focuses on a popular girl group called Huntr/x that uses its music and dance moves to battle evil, including a demon boy band. The movie has spawned a number of memes, including close-ups of the characters’ expressive faces.
The music, as well as the film’s strong female characters, were a draw for Heather Hollingsworth and her 10-year-old daughter, Kayleigh, who have now watched “KPop Demon Hunters” multiple times and are planning to see a screening this weekend with Kayleigh’s best friend and her mom. “Golden” is Hollingsworth’s favorite song from the film, and the one that gets stuck in her head most.
“The songs are really catchy,” said Hollingsworth, 41, a speech language pathologist who lives in Littleton, Colo. “Also the characters’ vulnerability being their strength — that strong friendship — it’s a very powerful message.”
Though they could continue watching “KPop Demon Hunters” at home on Netflix, Hollingsworth said the appeal of the theatrical screening was the social experience.
“There’s something about having it in a movie theater that is way more fun for the kids, especially,” she said.
The sing-along screenings follow similar showings for “Wicked,” as well as concert films such as Taylor Swift’s “Eras Tour” and Beyonce’s “Renaissance World Tour.” Unlike “KPop Demon Hunters,” those films were exclusively in theaters first, resulting, in the case of “Wicked” and Swift, in hundreds of millions of dollars in ticket sales.
For Look Cinemas, sing-alongs have long been big business and often result in a demand for party bookings, Schultz said. Indeed, tickets for “KPop Demon Hunters” have been selling in large groups.
“It’s going to make for a very fun weekend,” he said.
Times staff writer Kaitlyn Huamani contributed to this report.
