"KPOP Demon Hunters" is now Netflix's most watched movie of all timerecently overtaken "red notice". It is a mass achievement for the animated feature, which has become a complete cultural phenomenon, a kind of Netflix hoping to achieve for years. As additional evidence of that, The film recently topped the domestic treasurer with $ 19.2 million Through two-night only Sing-event. He served as a little victory for a stream. He also exhibited the company's frustrating hypocrisy when it comes to theater editions.

For years, Netflix has used theaters very rarely. More often than not, any theatrical work is minimal, short and largely to secure qualifications for the prestige of the prestige awards, such as Martin Scorsese's "Irishman" or "All the Silent on the Western Front" on Edward Berger. All the time, co-executive director Ted Sarandos was crystal clear when it comes to the company's stance on cinemas.

"People have grown thinking:" I want to make movies on a giant screen and have foreigners to watch them (and have) play in the theater for two months and people to cry and sell shows, "Sarandos told The Time100 earlier this year (through Diversity). "It's an outdated concept."

That is why Netflix will not devote itself to long theater windows. That is partly the reason why the company did not even officially report grossons of "KPOP Demons Hunters". Is also why They recently lost the creators of "Stranger Things" Matt and Ross Duffer in Paramount. Despite the continued importance of the box office for the overall health of the film business, Sarandos was quite stable in the belief that theaters were outdated. Speaking further at the summit, he explained his feelings:

"What is the consumer trying to tell us? That they would like to watch movies at home, thank you. Studies and theaters emit that they try this 45-day window that is completely out of step with the consumer experience just to love the movie."

Indeed, theater owners, such as AMC Theaters CEO Adam Aaron practically begged Hollywood studios to return to the 45-day exclusive theater windows before making big films to watch VOD at home. When it comes to Netflix, AMC is quietly hostile, even refusing to play "demon hunters" because of the lack of a company at any level of theater exclusivity.

What is frustrating for the success of KPOP Demon Hunters in cinemas is that it has allowed Netflix to benefit from the industry that Sarandos is so publicly prepared to be foreign foreign currency. $ 19 million may be a bin drop For a company that generated $ 37.5 billion in revenue last yearMore than a total of combined global box office. However, if Netflix really believes that box office is outdated, then why should they ever serve to benefit from any way?

"We have these editions of a slope," Sarandos explained at the summit. "We have to make some qualification for the Oscars. They need to run a bit; it helps a little with the press cycle."

Of course, combat chains such as Regal and Cinemark were greatly beneficial from "KPOP Demon Hunters", so they were ready to wear the film. Netflix knows that. At the same time, it is crazy that Sarandos can be as honest about their use of the theater system as it exists, only when they must, for their benefit. It is not intended to be mutual exchange. AMC is right not to want to play the ball with them.

The situation will only be stuck in the coming months/years. Greta Gervig's "Narnia" is expected to receive an IMAX release next year. It is for the most part to calm Gervig, who comes out of Barbie's crazy success. But the owners of the theater are not happy that Netflix will get precious imax screens that can - and probably need to go into a big release to another studio that will actually get a more reasonable, exclusive theater window.

There is a reason Starvers "glass onion" Daniel Craig said the Netflix model is f **** d. There is a reason for more directors favoring deals that include theater editions. There is a reason that theaters are frustrated with the dismissal of their Netflix business, but they continue to use it when it is advantageous to do so. It is a shameless hypocrisy, usually and simple.

Whether Netflix should invest further in theater distribution is completely another conversation, but the way you work, it is clear that every benefit they receive according to the current system is at best undeserved and in the worst insult to those who work to maintain the theater experience live.