Netflix & AMC Partner: Big Screen for KPop, Stranger Things?

The landscape of film distribution is undergoing a significant transformation, with long-standing industry norms being challenged by the evolving strategies of major players. One of the most notable shifts is the newfound collaboration between streaming giant Netflix and the world’s largest cinema chain, AMC Theatres. After years of a contentious relationship primarily centered on theatrical exclusivity windows, the two entertainment behemoths are finally joining forces to bring anticipated titles like ‘KPop Demon Hunters,’ the ‘Stranger Things’ finale, and more to the big screen.

A Shifting Landscape: Bridging the Exhibition Gap

For a considerable period, the relationship between Netflix and traditional cinema exhibitors like AMC Theatres was characterized by disagreement over the length of time a film should exclusively remain in cinemas before becoming available on streaming platforms. This fundamental difference often led AMC to refuse to schedule Netflix’s original movies, severely limiting their theatrical reach. Historically, Netflix’s primary interest in theatrical releases was often for awards consideration or to appease talent, rather than a full embrace of the traditional exhibition model.

However, the entertainment industry has seen significant changes, particularly with fluctuating box office revenues. As cinema chains, including AMC, seek to fill screens and attract audiences, the need for compelling content has become increasingly critical. This mutual need has opened the door for a re-evaluation of past stances, with AMC acknowledging the potential for “mutually beneficial opportunities” that could arise from such partnerships.

The Catalyst: ‘KPop Demon Hunters’ and Beyond

A major turning point in this evolving relationship was the animated musical ‘KPop Demon Hunters.’ While AMC initially did not play the film when Netflix brought a sing-along version to cinemas, the movie proved to be a significant box office success, reaching No. 1 for a weekend with approximately $18 million. Recognizing its undeniable popularity, AMC later agreed to book ‘KPop Demon Hunters’ in 300 venues for a re-release over Halloween weekend.

This success paved the way for further collaborations. Netflix also arranged for the two-hour ‘Stranger Things’ series finale to debut in AMC theaters and other locations on New Year’s Eve and New Year’s Day, coinciding with its simultaneous drop on the streaming service. These events signify a pragmatic approach from both sides, indicating a willingness to experiment with hybrid release strategies that cater to fanbases and generate buzz.

Netflix’s Evolving Strategy: Marketing Over Maximizing Box Office

Netflix’s newfound openness to theatrical distribution appears to be less about a complete pivot to traditional release windows and more about an enhanced marketing strategy. Analysts suggest that Netflix is now more interested in trying to maximize reach and drive interest back to its streaming platform. The communal experience of watching a film in a cinema can provide cultural staying power and excitement for major properties, which, in turn, can boost subscriber engagement on the streaming service.

Unlike major studios that view multiplexes as a primary financial strategy, Netflix largely sees these theatrical engagements as a promotional stunt to excite the fandoms of its biggest titles. This approach helps to elevate the cultural profile of its content and attract new viewers to the platform without necessarily altering its core direct-to-consumer model. Netflix CEO Ted Sarandos has reiterated that “our strategy is to give our members exclusive first-run movies on Netflix,” indicating that theatrical runs will remain selective and tied to promotional efforts for properties with built-in fan bases.

Mutual Benefits: What Each Party Gains

The collaboration offers distinct advantages for both Netflix and AMC Theatres:

• For AMC Theatres: These one-off theatrical events provide additional revenue during potentially slower periods of the year and bring diverse content to their screens. In a competitive market, access to high-demand Netflix titles can help attract audiences and maintain steady traffic. Furthermore, Netflix has offered more favorable terms to exhibitors for these non-traditional releases, including leniency in scheduling, allowing theaters to play films like ‘KPop Demon Hunters’ as they please, rather than demanding dawn-to-dusk screenings.
• For Netflix: Theatrical releases offer a powerful marketing tool, generating buzz and enhancing the cultural relevance of its content. This can be particularly valuable for major franchises like ‘Stranger Things’ or popular animated films. It also helps in appeasing talent who may appreciate the prestige and experience of a big-screen premiere. By enlisting AMC locations, Netflix can significantly expand the reach of its theatrical content, driving awareness and subscription interest.

Future Prospects and Remaining Hurdles

The success of these initial ventures has led to discussions about further collaborations. Potential projects include Greta Gerwig’s 2026 ‘Narnia’ adaptation, which is slated for a two-week exclusive IMAX run but could see a broader release, and David Fincher’s ‘Adventures of Cliff Booth,’ a Brad Pitt-led spinoff, eyeing a summer 2026 launch with a potentially more robust rollout. However, not every major Netflix property will receive this big-screen boost, as evidenced by ‘Wake Up Dead Man: A Knives Out Mystery,’ which will likely only receive an awards-qualifying run.

Despite these collaborations, Netflix is not expected to announce a full theatrical slate akin to traditional studios or even companies like Amazon MGM, which has committed to releasing 15 theatrical films annually. The strategy will remain selective, focusing on “something special” that aligns with their marketing and fan engagement goals. Traditional Hollywood studios also keep a watchful eye, welcoming Netflix’s acknowledgment of theatrical exhibition as long as it doesn’t infringe on their prime release dates or hog premium large formats.

Conclusion

The growing partnership between Netflix and AMC Theatres for titles like ‘KPop Demon Hunters,’ ‘Stranger Things,’ and more marks a significant, albeit selective, evolution in film distribution. It highlights a pragmatic approach from both sides: AMC gains much-needed content and revenue, while Netflix leverages the theatrical experience for enhanced marketing and cultural impact, ultimately driving engagement back to its streaming platform. This collaboration is not a complete abandonment of their differing philosophies but rather a strategic alignment of interests, demonstrating that in an ever-changing entertainment landscape, flexibility and mutual benefit can forge unexpected alliances.