A New Era in Box Office Competition
This weekend, the domestic box office is set to witness a historic shift as Sony’s release of KPop Demon Hunters aims for the top spot on the charts. If it meets its projections, the film could dethrone the current leader, Weapons, which has dominated the box office for two weeks straight. Weapons has already crossed the $100 million mark domestically and continues Warner Bros.’ impressive run this year. However, the spotlight may soon shift to a new contender that represents a bold departure from traditional theatrical releases.
Netflix, known for prioritizing streaming over theatrical exhibition, has made some strategic moves to bridge the gap between big-screen and digital platforms. Ted Sarandos, Netflix’s chief, has emphasized that theatrical distribution isn’t a primary focus for the company. Yet, the streamer recently entered into an agreement with IMAX to extend the theatrical run of Greta Gerwig’s upcoming Narnia movie next year. This move signals a growing interest in leveraging the theatrical experience before a film debuts on Netflix.
A few years ago, Netflix gave Rian Johnson’s Glass Onion: A Knives Out Mystery a week-long theatrical run before its online debut. The film earned $15 million during that time, a figure that KPop Demon Hunters is now aiming to surpass. The animated film debuted on Netflix on June 20 and has remained a consistent presence on viewership charts. It has managed to stand out against major releases such as Happy Gilmore 2 and Night Always Comes, thanks to its critical acclaim and strong reviews.
Produced on a reported budget of $100 million, KPop Demon Hunters holds a “certified fresh” score of 97% on Rotten Tomatoes. Critics praised the film for its vibrant visuals, infectious energy, and a stellar soundtrack. The film's success on streaming has been matched by its performance in theaters, where it will debut in 1,700 locations this Saturday for a two-day run.
On the other hand, Weapons continues to perform well at the box office, earning around $4.5 million on its third Friday. It is expected to reach a total of $12 million by the end of the weekend. By Sunday, the film’s domestic earnings are projected to exceed $110 million.
Meanwhile, Freakier Friday, the legacy sequel starring Jamie Lee Curtis and Lindsay Lohan, remains a strong competitor. It grossed $2.8 million on Friday, bringing its running total to approximately $65 million. Another film, Honey Don’t!, the second installment in Ethan Coen’s “lesbian B-movie” trilogy, earned around $1.4 million on its opening day. Despite a reported budget of $20 million, it was narrowly outperformed by The Fantastic Four: First Steps, which made $1.6 million on Friday, pushing its running total to $252 million.
As the box office race intensifies, audiences are witnessing a mix of established hits and new contenders. With KPop Demon Hunters poised to make a significant impact, the industry is watching closely to see how this shift in strategy will shape future releases.
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