This weekend marked a significant moment in movie history. For the first time, Netflix claimed the number one spot at the box office with its blockbuster KPop Demon Hunters. While traditional film distributors would celebrate such an achievement, Netflix chose a different approach: they immediately made the film available for streaming. This decision wasn’t just about maximizing profits; it was a heartfelt thank you to the devoted fans who had already flocked to the film, along with further enhancing Netflix’s brand visibility. However, this unprecedented success raises several questions about its impact on the film industry.
One key question arises: Would KPop Demon Hunters have achieved such monumental success if it was solely released in theaters? When the film debuted on Netflix in late June, it quickly resonated with viewers, critics, and the general public, boasting a Rotten Tomatoes score of 97%. Although Netflix had initially released it in a few theaters for one week to qualify for the Academy Awards, it did not achieve box office dominance at that time. The real buzz surrounding the film erupted after its streaming premiere.
Over time, KPop Demon Hunters transformed into one of Netflix’s most celebrated hits. The combination of positive word-of-mouth and easy access made it a summer pop culture phenomenon. Its songs hit the Billboard Top 10 and toy manufacturers began reaching out for merchandise. Talk of sequels and spin-offs is already underway, and it is gunning to become Netflix’s most successful original movie ever, whether live-action or animated.
This brings us to the question of how the Hollywood framework is shifting. Traditionally, the belief was that releasing a film on streaming services would detract from its box office potential. The idea was to build excitement through a theater release, subsequently directing viewers toward digital and physical releases. This strategy aimed at maximizing profit across multiple platforms, creating a systematic funnel of consumer engagement.
Yet, KPop Demon Hunters defies this conventional wisdom. It wasn’t launched with extensive publicity, nor was its theatrical release supported by hefty marketing budgets. The film achieved its status on Netflix because it delivered great entertainment and was accessible immediately after word spread among friends. By the time it expanded its theatrical run, it felt like a familiar favorite to audiences, compelling them to revisit it on the big screen.
This type of film can indeed find box office success, as demonstrated by franchises like Star Wars. However, these films had longer-winded availability on home media. In contrast, KPop Demon Hunters is a newcomer in terms of release but has already woven itself into popular culture’s fabric.
During its ninth week of release, twenty-six million viewers watched KPop Demon Hunters from August 11 to 17. If you crudely estimate that each viewer paid $10 to see the movie, that equates to approximately $260 million (€245 million), similar to what Spider-Man: No Way Home earned in its opening weekend. Months after its release, the film continues to draw in massive streaming numbers. Would it have achieved similar box office numbers through traditional means? Perhaps not. However, the fact that it had already established itself as a must-see fueled its box office resurgence.
If a film can effectively debut on a streaming platform, cultivate an audience, and then transition into a box office hit, it challenges the very framework of Hollywood’s traditional strategies. The takeaway is clear: heartfelt and compelling content can drive audiences to theaters, even if it already enjoyed a streaming premiere. In the case of KPop Demon Hunters, Netflix emerged as a powerful marketing tool for the weekend’s top box office hit.
KPop Demon Hunters and its new sing-along version, which was shown in theaters this weekend, are both available on Netflix.
What unique strategies did Netflix employ to make KPop Demon Hunters a success? Netflix focused on immediate accessibility and word-of-mouth promotion, allowing audiences to experience the film right after hearing about it from friends.
Did initial streaming numbers impact the film’s box office success? Absolutely. The film’s popularity soared, turning it into a cultural phenomenon that encouraged fans to revisit it in theaters.
Is there a potential for more movies to follow a similar release strategy? Yes, this success opens the door for other films to adopt a similar model, rethinking traditional release windows to capture audience attention more effectively.
As we look to the future, it’s clear that the film industry is evolving. Explore more insights and stories at Moyens I/O.