Earlier this week, Sony Footage Animation’s “Kpop Demon Hunters” made Netflix historical past.
It turned the primary Netflix authentic movie to succeed in a brand new viewing peak in its sixth week – an enormous 26.3 million views, topping the earlier week (25.8 million) and the week earlier than that (24.2 million). In its sixth week it additionally turned “the most well-liked Netflix animated movie of all time,” based on the streaming big.
Moreover, it was within the prime 10 in all nations ranked and it must be coming into the Netflix all-time prime 10 within the subsequent week or so. Plus, “Golden,” a track from its bop-filled soundtrack, returned to the #1 spot on the Billboard International 200. All of this cemented the truth that “Kpop Demon Hunters” isn’t only a film however a uncommon worldwide phenomenon.
TheWrap has realized that “Kpop Demon Hunter” is about to broaden into quite a few associated tasks, together with sequels and a live-action model.
The animated movie, with English dialogue however set in Seoul, encompasses a trio of Okay-pop singers whose infectious songs energy their potential to battle hordes of demons. It has develop into a phenomenon boasting tens of hundreds of thousands of streams and whose songs have topped the charts. The present, which is aided by rising curiosity in Korean tradition, has confirmed to be a draw for each adults and children alike.
Throughout the second quarter earnings name earlier this month, Netflix co-CEO Ted Sarandos singled out “Kpop Demon Hunters” as “an outstanding success out of the gate … And the truth that individuals are in love with this movie and in love with the music from this movie, that may hold it going for a very long time. So we’re actually thrilled. And now the following beat is, the place does it go from right here?”
If you happen to’re additionally questioning what’s subsequent for Rumi, Mira and Zoey, the members of lady group Huntr/x who juggle slaying followers with their infectious beats whereas additionally slaying demonic beasts, we’re right here to light up the doable subsequent steps.
Netflix is referring to the undertaking as its “Frozen” or Disney Princesses franchise – a property that has tapped into the zeitgeist on an unprecedented degree and one which the streamer plans to take advantage of throughout varied channels and mediums, based on two folks acquainted with the corporate’s plans. Among the many tasks being bandied about at Netflix are a stage musical, live-action remake, collection and, in fact, a pair of sequels to spherical out a full-on “Kpop Demon Hunters” movie trilogy, a 3rd particular person acquainted with the state of affairs instructed TheWrap.
Moreover, very similar to “Frozen,” there’s a quick movie being mentioned to function “bridge content material” between the mainline options, based on a fourth particular person acquainted with the corporate’s plans. (“Frozen Fever” was launched theatrically in 2015, in between “Frozen” in 2013 and “Frozen II” in 2019.)
The bold plans underscore the sort of uncommon undertaking that’s “Kpop Demon Hunters,” which benefited from Netflix’s willingness to wager on authentic animation and the truth that Korean tradition has been within the highlight, leading to Netflix transferring shortly to capitalize on that momentum. Like “Frozen,” it was an preliminary underdog that broke right into a cultural phenomenon, reminding us that surprises can nonetheless come out of nowhere.
Much like Disney’s blockbuster movie, Netflix is ramping up merchandising for “Kpop Demon Hunters.” The merchandise being bought on Netflix’s official retailer have been among the many hottest this yr, even when the corporate was caught flat-footed early with just some objects. Netflix plans to associate with quite a few outdoors companions which is able to see “Kpop Demon Hunters” flood native malls and large field shops, the fourth particular person mentioned. South Korean electronics big Samsung, which lately partnered with the film for an advert for his or her Galaxy Z Fold 7 cellphone that includes the weirdo fowl, with a lens array that mirrors the fowl character’s a number of eyes, is eager to do extra with “Kpop Demon Hunters.”
And identical to you couldn’t escape “Let It Go,” the Kpop bangers that populate the “Kpop Demon Hunters” soundtrack will likely be getting much more publicity, with breakout quantity “Golden” submitted for Finest Unique Tune on the Academy Awards this yr and doable reside alternatives being explored, based on a person with information of the plans.
That’s one other sneaky parallel to “Frozen,” which received the Finest Animated Function Oscar, with “Kpop Demon Hunters” quietly changing into an early favourite on the Academy Awards.
If there may be one snag to the streamer’s plans for aggressive “Kpop Demon Hunters” growth, it’s the truth that authentic administrators Maggie Kang and Chris Appelhans have but to signal onto further tasks. And for Netflix and Sony Footage Animation, will probably be essential to get the (directing) band again collectively earlier than they exit on tour.
Regardless, Netflix owns the entire underlying rights to the IP, which means the streamer can do no matter it desires with the title and its future – with or with out Sony Footage Animation, based on a number of folks with information of the state of affairs. These sources have all mentioned Netflix and Sony Footage Animation intend to work on the franchise collectively.
Underdogs overperform
What makes the success of “Kpop Demon Hunters” even sweeter is that it was a undertaking that was perpetually undervalued and discounted.
The film was introduced in 2021 as being in growth at Sony Footage Animation, the studio finest recognized for “Spider-Man: Throughout the Spider-Verse” (and its sequel) and the favored “Lodge Transylvania” franchise. On the time of its announcement, a launch schedule was not instantly recognized, however was later added to an ongoing partnership between Sony and Netflix. A yr after the movie was introduced, Netflix registered the trademark for the film and in 2023, in a Enterprise Insider interview, Tom Rothman, chairman and CEO of Sony Footage Movement Image Group, famous that “we’re making a giant animated Okay-Pop musical” for the streaming platform.
In a method, it made sense – Netflix has partnered with Sony Footage Animation on quite a few tasks, together with Appelhans’ “Want Dragon,” the Oscar-nominated “The Mitchells vs. the Machines,” Lin-Manuel Miranda’s animated musical “Vivo” and quite a few upcoming tasks, together with Genndy Tartakovsky’s R-rated “Fastened” (out in August) and an animated “Ghostbusters” movie.
When the undertaking was delivered to Netflix, the corporate snapped up the rights instantly.
Netflix scheduled the film for June 20, straight up in opposition to Pixar’s “Elio,” a presumed field workplace hit. (It was not.) There was little fanfare to the discharge; there was no shiny “artwork of” guide accompanying it, nothing to purchase within the official Netflix on-line retailer, and the inventive staff skipped the Annecy Worldwide Animation Movie Competition, which occurred the week earlier than it debuted on Netflix – and the place Netflix had a usually outsized presence.
Whereas there wasn’t a correct theatrical launch, “Kpop Demon Hunters” did seem in sufficient cinemas in New York and Los Angeles to qualify for the Oscars. It didn’t actually have a conventional Hollywood premiere, with Netflix as a substitute choosing a screening at its Tudum theater.
The movie’s first week numbers had been comparatively modest, with simply 9.2 million views, based on Netflix. However its second week jumped to 22.7 million, as did demand for merchandise. Netflix was so caught off guard by the need for merchandise that they began reprinting merchandise that had been meant as crew presents; the plush tiger accessible on the location proper now was initially handed out to those that labored on the film — and so they didn’t should pay $47.95. Netflix mentioned on July 1 that a number of “Kpop Demon Hunters” objects on the Netflix Store had been amongst “the highest 5 bestsellers of the yr.” One of many prime objects? That tiger plush.
The facility of shock
When TheWrap spoke to Kang and Appelhans in early June, “Kpop Demon Hunters” had but to blossom into an internationally acknowledged juggernaut. On the time, Kang mentioned that “the entire components of the idea had been dwelling individually,” earlier than coming collectively to kind “Kpop Demon Hunters.”
“I’ve all the time wished to do a Korean undertaking, one thing that showcased Korean tradition and create it for the large function animation house, as a result of it’s one thing that we simply haven’t seen,” Kang defined. Clearly Japanese animation is a big deal and Disney-made tasks like “Mulan” had been steeped in Chinese language historical past. “However I felt like I hadn’t seen something Korean but,” Kang mentioned.
She began to consider the way in which that demons are “represented in Korean media,” which led to the “demon hunters” a part of the equation.
The Okay-pop factor, she mentioned, was “the very last thing to be added in.” She wished the spectacle that Okay-pop introduced with it, together with the songs (in fact). “There was an area within the superhero space, the place I felt like girls had been probably not depicted the way in which that I wished to see them,” Kang mentioned. “I wished to see girls who’re allowed to be foolish and crass and make silly faces and never be so fairly on a regular basis and have their imperfections. These are all of the components that simply got here collectively.”
And in a approach, that hyper-specificity of “Kpop Demon Hunters” is what made it so common. Scroll by way of social media and also you’ll see folks not solely doing dances to songs from the film, however drawing characters and transport their favourite love story (individuals are very upset in regards to the lack of a sure character – we received’t give it away right here in case you aren’t one of many 100 million Netflix views). And whereas it might have been a success if the film had been launched theatrically, there’s one thing that the Netflix platform offers above all else – the possibility to re-watch the film repeatedly and once more.
This harkens again to “Frozen,” which was an enormous shock for Walt Disney Animation Studios, who downplayed the film’s musical components and as a substitute emphasised the lovable snowman Olaf. When the film turned out to be a smash – and its Olaf plush was bought out in every single place – Disney started emphasizing the film’s different components and cashing in on its recognition. Within the years since, we’ve had quick movies and streaming content material and Christmas specials and theme park sights. And so too will we be buried in an avalanche of “Kpop Demon Hunters” stuff.
It’s uncommon in an age the place all the things is pre-packaged and immensely diagrammed, particularly in a spot like Netflix which is constructed on numbers and powered by algorithms, for a real shock to come back alongside. “Kpop Demon Hunters” has reminded Hollywood that breakouts are nonetheless doable. And as soon as a success has been established, rewriting historical past is only the start.
