Netflix experiments with theatrical sing-along

Netflix used a two-day sing-along theater run to boost buzz around KPop Demon Hunters, but analysts see it as a marketing move not a lasting shift.

Netflix KPop Demon Hunters box office likely a one-off

Netflix capitalized on the weekend buzz by releasing a sing-along version of KPop Demon Hunters in about 1,700 theaters for a brief two-day window. Early estimates put the domestic take between $16 million and $20 million, a figure that sits below some recent re-releases but above many past theatrical windows for niche titles. Netflix does not publish box office data, and the company declined to comment when CNBC reached out.

Industry observers say the move fits Netflix’s pattern of using theatrical releases to drive attention rather than to dominate the box office. The plan hinges on limited windows, bespoke theater deals, and a focus on cultural events rather than broad profit from cinema alone. The absence of AMC representation and the fact that Netflix has not changed its streaming-first model keep this as a marketing exercise rather than a new rule of engagement for the company.

The release is already part of a broader conversation about “eventizing” cinema, a strategy that can yield social-media visibility and streaming boosts without the typical marketing burn. Analysts note that Netflix frequently negotiates favorable revenue splits with theaters, which helps secure partners even with modest releases. The move comes as Netflix’s own data shows the film ranking second among English-language titles on the platform, still buoyed by strong viewership since its late June debut.

This stunt-like release underscores Netflix’s selective use of theaters as a promotional tool rather than a path to box-office leadership. It signals a shift in scarcer big-screen engagement, where studios chase audience attention in the moment rather than building a conventional roadshow. Yet the approach also highlights a fracture in the traditional model: cinemas want more predictable windows, while Netflix prizes flexibility and control over content. If other titles follow, theaters could see a patchwork of one-off deals that complicate scheduling and marketing budgets.

In the long run, the strategy may push exhibitors to redefine partnerships or demand different economic terms. The real test is whether this buzz translates into enduring subscriber growth or social-media momentum. For Netflix, the payoff seems to be broader visibility and an amplified cultural footprint, not a sustained lift at the box office. The risk is creating expectations for more theatrical spectacles without a clear financial return for partners.

Highlights

The next move will show if Netflix treats cinema as a catalyst or a limited-time tactic.