The story of KPop Demon Hunters may force the industry to create a new definition of a “blockbuster.” The film’s $18-$20 million box office win, achieved through an unconventional, limited release of a streaming movie, challenges the traditional notion that a blockbuster must be a big-budget studio tentpole with a massive, months-long marketing campaign.
Traditionally, a blockbuster is defined by a huge opening weekend, a long theatrical run, and hundreds of millions in global ticket sales. KPop Demon Hunters achieved its success through a completely different path: a digital-first release that built a massive organic following, followed by a targeted, high-impact theatrical event.
This new model of blockbuster is more nimble and cost-effective. It relies on community engagement rather than blanket advertising and prioritizes profitability over raw box office numbers. A $20 million gross from a low-cost, two-day event is an incredibly efficient and successful outcome.
As the media landscape continues to fragment, the monolithic, one-size-fits-all blockbuster of the past may become less common. The triumph of KPop Demon Hunters shows that a blockbuster in the 2020s can be a streaming phenomenon that strategically and profitably expands its reach into the physical world.