In the past two months, Netflix’s KPop Demon Hunters has broken records on the musical charts and in streaming viewership. The heroine musical was later made into a theatrical release as a sing-along on Aug. 23. Within two days, the film grossed about $19 million for its special promotional event. The marketing campaign became successful, and the film reached 236 million viewers. With a sequel in mind, Sony is negotiating with Netflix to regain ownership rights to their latest original animated film.
Sony Sold KPop Demon Hunters in 2021
According to The Hollywood Reporter, Sony originally owned the rights to distribute KPop Demon Hunters. Animation director Maggie Kang pitched the film to the studio back in 2019. The Korean Canadian happily worked alongside the talents of Sony Animation Pictures, including Wish Dragon director Chris Appelhans.
By 2020, the COVID-19 Pandemic arrived. Many animation studios had to adapt and work from home. Movie theaters also saw a major drop in ticket sales as the virus prevented many leisure activities from taking place. Box Office Mojo reported that the Mar. 20-220 weekend earnings totaled $4,160. Soon, film producers strategized to release their planned 2020 movies for streaming.
This tactic was used as on-demand content became more accessible. Sony watched as their competitors grew after implementing exclusive streaming platform releases. From there, their business leaders decided to sell the intellectual property to the world’s leading streaming service, Netflix. The deal involved the content distributor handling KPop Demon Hunters’ production costs while Kang’s team focused on the creative process. They deal was for $125 million.
How Maggie Kang Directed a Netflix Smash-Hit
The Korean Herald reported on Kang’s interview at CGV Yongsan. The passionate animation director discussed that the KPop Demon Hunters’ story tells the tale of her personal experiences growing up as a Korean in Canada. Her childhood took her on a journey of identity crisis, which inspired the personalities for the HUNTR/X girls and the film’s theme, shame.
When KPop Demon Hunters had an early screening, Kang felt the warmth of a 6-year-old girl who connected with the half-demon hunter, Rumi.
“Everyone wants love, security, and acceptance. She understood exactly what Rumi’s fears were: She hides things from her friends; she’s scared of being judged.”
Throughout the film, Rumi struggles to reveal her true self because of advice from her caretaker, Celine. Her mentor advises the girl not to tell her friends, Zoey and Mira, for they would not understand. She followed the false hope that her demonic patterns would disappear once the Honmoon became golden. After bonding with the cursed Saja Boys’ leader, Jinu, Rumi felt that she finally had someone who understood her insecurities.
Celine’s ideals began to fall apart after she dealt with two demons disguised as Zoey and Mira singing “Takedown.” This hateful diss track was meant for the Saja Boys only to be used against Rumi on the Idol Awards stage. This influenced portal tears within the Honmoon to open when she shows negative emotions. The HUNTR/X leader and her friends then created a new Honmoon once she finally accepted herself.
The Film’s Soundtrack and Sing-Along is Genius Marketing
Kang’s concept for KPop Demon Hunters is also what attracted young and adult audiences. Unlike a traditional Disney musical, the film is inspired by modern Korean culture with pop idol bands. The film also had a mix of experienced and growing musicians of Korean descent. Together, they created a wonderful narrative and addictive soundtrack.
One of the leading songs that has remained in the Billboard’s Top 5 music hits is “Golden.” Korean singer and songwriter EJAE wrote this HUNTR/X song to tell the origins of Rumi, Zoey, and Mira. Mixed with its visual storytelling as a music video in the film, audiences can see their insecurities and how they found comfort in each other’s company.
KPop Demon Hunters have even inspired social media to create animated memes and dances of the Saja Boys’ single, “Soda Pop.” Korean songwriter Vince said in a cafe interview that he heard people in an Argentinian plaza singing along with the fictional boy band’s lyrics. He is also thankful for the opportunity that Sony Animation Pictures and Netflix gave him to create an infectious tune and “Your Idol.”
“Billboard doesn’t even feel real-I keep wondering ‘Is this really happening?’ But the moment that hit me was when I was interviewed on a TV news program. I thought, ‘Wow! Is this really newsworthy?’”
Netflix soon saw the opportunity to advertise the heroine film with a limited-time theater sing-along. The campaign ran from Aug. 23rd to 24th, hosting it in 1,700 theaters in the US, Canada, Australia, New Zealand, and the UK. Within 2 days, it ended the following weekend by taking Weapons’ No. 1 spot. KPop Demon Hunters’ sing-along version later became available for streaming on Aug. 25th.
Sony Negotiates with Netflix for Sequel Deal
With the heroine musical becoming Netflix’s number one film, Sony is looking forward to a possible sequel. Due to selling the IP to the streaming service, Sony wants to land a new deal involving partial ownership for KPop Demon Hunters. The original film producer is requesting 20-30%, owners stake according to The Hollywood Reporter.
As for what the next film should be about, there are a few suggestions both fans and the official cast want to see. HUNTR/X voice actresses Arden Cho (Rumi), May Hong (Mira), and Ji-young Yoo (Zoey) are hoping the girls will rescue Jinu. His voice actor, Ahn Hyo-Seop, while he is fond of Rumi and Jinu’s relationship, he also feels that the cursed demon’s story has already finished. In the ending of the film, Jinu sacrifices himself to protect Rumi against Gwi-ma’s devastating fire. He gifted Rumi his soul to become stronger.
Others see this as an opportunity to create a prequel instead. One detail that has not been fully explained is Rumi’s parents. Celine is aware her mother was a demon hunter while her father was a demon. Fans want to know about learn more about the forbidden romance between demon and humans for the HUNTR/X leader is half-demon. Until confirmation is given by Kang, you can enjoy watching KPop Demon Hunters on Netflix. The soundtrack is also available on Spotify.
