A $20 million sing-along has redefined what a movie event can be, as Netflix’s KPop Demon Hunters topped the box office with its interactive theatrical run. The animated film’s estimated $18-$20 million haul is a testament to the power of fan engagement and a major victory for Netflix’s non-traditional release strategy. The film’s success was the weekend’s biggest story, overshadowing all other releases.
The film was already a cultural phenomenon thanks to its stellar performance on Netflix, where it became the second-most-viewed movie in the platform’s history. Its music was a massive part of its appeal, creating a soundtrack that fans were eager to celebrate in a communal setting.
The sing-along event, held in 1,700 theaters, provided that exact opportunity. The format was a smash hit, leading to an incredible number of sold-out screenings and proving that audiences will pay for a unique cinema experience, even for a film they can watch at home. This success was achieved despite the non-participation of AMC Theaters.
Featuring a K-pop girl group that doubles as a team of demon hunters, the film’s creative concept has now been matched by its commercial success. This event has set a new benchmark for how streaming services can leverage their most popular properties in the theatrical market.