A Sing-Along Shift: How K-Pop Rewrote Box Office Rules

Netflix has secured its first number one position at the box office with KPop Demon Hunters, marking a milestone for the streaming giant. The animated K-Pop fantasy drama, which originally debuted on the platform in late June, generated an estimated $16-18 million in ticket sales during its limited two-day theatrical sing-along screenings in the U.S. and Canada on August 23–24, 2025. This figure placed it ahead of all other films that weekend, despite Netflix’s policy of not officially reporting box office earnings. Rival studios and industry analysts, including David A. Gross of FranchiseRe, described the performance as a “completely unique two-day musical event,” with the potential for even higher earnings as theaters added capacity to meet demand [1].

The limited theatrical release was a strategic move to capitalize on the film’s popularity after it became Netflix’s most-watched original animated film. According to internal metrics, KPop Demon Hunters reached over 184 million views within eight weeks of its release, becoming the second-most popular English-language title on the platform [2]. The sing-along version was introduced in 1,750 theaters across the U.S. and Canada, a significant shift for Netflix, which has historically prioritized streaming over theatrical releases. The film’s success highlights the growing cultural impact of K-Pop and animated content on global audiences, with its soundtrack already spending weeks in the top 10 of the Billboard 200 chart [2].

The film’s storyline centers on Huntr/x, a K-Pop supergroup that doubles as demon hunters. The trio—Rumi (Arden Cho), Mira (May Hong), and Zooey (Ji-young Yoo)—faces a formidable threat in the form of a rival boy band made up of demons. The creative team, led by Maggie Kang and Chris Appelhans, delivered a film that blends music, animation, and fantasy in a way that resonated with a wide audience. Netflix’s movie chief expressed enthusiasm for such innovative storytelling, calling the project a “perfect example” of the company’s commitment to new voices and bold narratives [2]. The film was acquired from Sony Pictures, which developed and produced it before selling it to Netflix [1].

The box office success of KPop Demon Hunters is particularly notable given that only two other films in Netflix’s history have attempted limited theatrical releases. Rian Johnson’s Glass Onion earned $9.4 million in a 2022 limited release, but this pales in comparison to the $18 million generated by the sing-along screenings of KPop Demon Hunters [3]. The limited theatrical model appears to offer a middle ground for streaming platforms seeking to maintain relevance in a theatrical landscape that is still valued by audiences. The film’s performance also signals a potential shift in Hollywood’s perception of streaming content as a viable competitor in the traditional box office race [1].

Industry analysts remain divided on the long-term implications of this success. While some view it as a one-off event, others see it as a sign of a broader trend toward hybrid distribution models. The film’s ability to generate buzz through social media, its soundtrack, and its unique theatrical experience suggests that Netflix may have found a formula that aligns with both streaming and theatrical consumer expectations [1]. As the summer box office winds down, the performance of KPop Demon Hunters adds an unexpected twist to the season, demonstrating that even streaming-first content can make a significant impact in the theatrical arena [3].

Source:

[1] "KPop Demon Hunters Gives Netflix Its First Box-Office Win" (https://abcnews.go.com/Entertainment/wireStory/kpop-demon-hunters-netflix-box-office-win-124935769)

[2] "'KPop Demon Hunters Sing-Along' Gives Netflix First Box..." (https://www.hollywoodreporter.com/movies/movie-news/kpop-demon-hunters-sing-along-box-office-first-netflix-win-1236352043/)

[3] "Weekend Box Office: Weapons Takes No. 1 Again… or Does It?" (https://editorial.rottentomatoes.com/article/weekend-box-office-weapons-takes-no-1-again-or-does-it/)