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| Netflix's animated movie "KPop Demon Hunters" has shattered streaming — and music billboard — records. Netflix |
Netflix is bringing its ongoing competition with Disney into a fresh and unexpected arena: the world of family-friendly sing-alongs. The streaming giant has announced that its animated hit KPop Demon Hunters will briefly leave the confines of home viewing and land in select movie theaters across the US and Canada as a special sing-along event. The screenings are set for August 23 and 24, giving fans of the fictional K-pop girl group HUNTR/X a rare chance to experience the energy of the movie — and its chart-topping soundtrack — on the big screen.
Since debuting in mid-June, KPop Demon Hunters has not only been a breakout success but has also cemented itself as a major player in Netflix’s film library. The movie is now the second-most-watched Netflix film of all time and held the No. 2 spot on the platform’s global rankings just last week, according to new viewership data released Tuesday. Even more impressively, the animated film hit a record-breaking viewership peak six weeks after release — a rare feat in streaming — and came close to repeating that record in its seventh week. This sustained momentum signals that the film has transcended its initial hype to become a cultural moment in its own right.
One of the driving forces behind KPop Demon Hunters’s enduring popularity is its high-energy, music-heavy storyline. The movie’s original soundtrack has taken on a life of its own, with the standout single “Golden” soaring to the top of the Billboard Hot 100 this week. The full soundtrack album is also performing exceptionally well, currently ranking as the second most popular album in the world. For many fans, the music is as much a part of the experience as the movie itself, making the decision to host a theatrical sing-along both logical and strategically sharp.
Historically, Netflix has been known for sidestepping the traditional theatrical release model, often prioritizing global streaming access over exclusive cinema runs. In fact, co-CEO Ted Sarandos described months-long theater exclusivity as “an outdated concept” earlier this year. However, Netflix has not completely shut the door on theaters. Past experiments — such as the limited release of Knives Out 2 in 2022 — and the upcoming big-screen debut of Greta Gerwig’s The Chronicles of Narnia adaptation suggest that the company is willing to embrace theaters when it suits the project.
By choosing to put KPop Demon Hunters in theaters, even for just two days, Netflix is signaling that this animated sensation has the potential to grow beyond the streaming platform into a larger multimedia franchise. The move not only keeps the momentum alive for existing fans but also offers an opportunity to draw in new viewers who may not have seen the film yet. A unique, time-limited sing-along event could drive both theatrical ticket sales and renewed interest in the streaming version, as well as continued success for the soundtrack.
This strategy also represents a direct challenge to Disney, which has long dominated the animated, family-friendly musical genre. Disney’s formula of colorful animation paired with catchy, memorable songs has created some of the most beloved entertainment properties in history, from The Lion King to Frozen. But recent projects have not performed at their historic highs. For example, Disney’s latest original animated release, Elio, earned strong critical reviews but fell short at the box office, bringing in just under $150 million worldwide — a figure roughly on par with its production budget. While the film could see a resurgence when it lands on Disney+, its theatrical performance reflects the shifting landscape for family entertainment.
Netflix’s bold play with KPop Demon Hunters is not necessarily a wholesale shift in its overall movie strategy, but it is a deliberate move into territory that has traditionally been Disney’s stronghold. By leveraging the global appeal of K-pop culture, pairing it with dynamic animation, and backing it up with a soundtrack that resonates far beyond the movie, Netflix is positioning itself to compete head-to-head with Disney in a genre where the “Mouse House” has historically reigned supreme.
If the event succeeds, Netflix may have found a formula to replicate for future projects: a streaming-first release that builds a massive fan base, followed by a short theatrical run designed to generate fresh buzz and drive merchandise, music sales, and franchise potential. In an entertainment industry where the lines between streaming and theatrical releases are blurring, Netflix is showing that it can adapt its playbook to seize opportunities — especially when it means taking on one of its biggest rivals in their own backyard.
