Netflix plans very broad theatrical run for KPop Demon Hunters 2

At Bloomberg’s Screentime event, Netflix co-CEO Ted Sarandos said the sequel to K-Pop: Demon Hunters is being prepped for a full-on theatrical push in 2029—a notable shift from the first film ’s streaming- first rollout. He also said Netflix will publicly report box-office grosses on these titles, signaling a new playbook for the streamer’s biggest family films.

“You can expect a very broad theatrical release, ”

That confidence didn’t materialize out of nowhere. The original Sony Pictures Animation musical didn’t just catch fire on Netflix—it crossed over everywhere. A singalong theatrical edition racked up an estimated $19 million in two days, showing fans would happily leave the couch for HUNTR/X and its earworms.

Why the pivot

The first movie posted 325.1 million views in its first 90 days on Netflix and spent 63 straight weeks in the streamer’s Global Top 10. Then it went all the way to the Oscars, winning Best Animated Feature and Best Original Song for “Golden.” With that kind of staying power and rewatch appeal, Sarandos framed a wider theatrical run as additive, not cannibalizing.

Netflix is grouping K-Pop: Demon Hunters 2 with its family-heavy releases getting longer runs in theaters, alongside projects like Greta Gerwig’s Narnia: The Magician’s Nephew and Charlie vs. the Chocolate Factory. Other films, such as The Further Mis-Adventures of Cliff Booth, will have shorter windows before streaming.

Merch is already booming

The franchise has exploded past the screen, which makes a wider theatrical swing an easier bet. Netflix has leaned into consumer products as demand surged, turning the movie into an everyday brand presence.

• Mattel — dolls and collector figures; the HUNTR/X three-pack is sold out on Mattel Creations.
• Hasbro — NERF blasters, electronic light sticks, Furby tie-ins and Monopoly editions themed to the film.
• Funko — figures for HUNTR/X, Jinu, Derpy and more.
• Retail momentum — Target lists thousands of recent purchases for individual Rumi, Mira and Zoey items.
• Netflix’s merch guide — a spread that now runs from LEGO and K-beauty to clothing and accessories.

Put together, the sequel arrives with something the first movie didn’t have at launch: a massive, mobilized audience that streams, buys, and shows up in theaters. Sarandos called the release “big” and “global”; after its run on the big screen, the movie will land on Netflix. A specific 2029 date hasn’t been announced yet.