How ‘KPop Demon Hunters’ Became One of Netflix’s Biggest — and Most Unexpected — Hits, ‘Fandom isn’t slowing down’
Fan Voices: FandomIQ blog -kpop-demon-hunters-success-netflix-Fandom
Directors Maggie Kang and Chris Appelhans and Netflix film boss Dan Lin weigh in on how a unique concept and authenticity propelled the animated feature into long-term success.
The animated feature has officially shot to the No. 4 spot on Netflix’s most popular English-language films list with 158.8 million views, according to data released Tuesday. The project — which chronicles the adventures of Huntrix, a girl group comprised of three members who just happen to also fight monsters from the underworld — has been a surprise hit for the streamer, and its soundtrack has spent several weeks in the top 10 of the Billboard 200 chart. Demon Hunters has done surprisingly well considering the fact it is original IP, something of a rarity in successful animation in recent years. Going into the film, Netflix execs say they knew they had an audience who would tune in, but the scope of Demon Hunter’s reach has grown far past that initial target demographic.
“We knew younger female audiences and K-pop [and] anime fans would love this film, but it’s been incredibly gratifying to see it embraced by an even broader audience and become a favorite film for both adults and kids,” Dan Lin, chairman of Netflix, film tells THR. “Adults are watching the movie with their friends or other family members, kids are watching with their friends and siblings.”
The Hollywood Reporter
How movie fandom impacts buying behavior.
Fan Voices: FandomIQ blog -How movies impact fans’ buying and engagement
Movies provide fans with lifelong escapism and community that brands can leverage long after the box office closes.
Movies and entertainment foster this kind of fandom and community, which impacts consumer buying behavior. Even now, if you spot a piece of merchandise branded with your favorite movie out in the wild, you’re likely to interact with it or purchase it simply because it’s related to a special film or memory.
This relationship between consumers and brands can be leveraged across the entire lifecycle of a piece of entertainment. From pre-premiere buzz to post-credits debriefings, brands can engage with audiences using what Amazon Ads and Crowd DNA dubbed “the ripple effect.”
Marketing Brew / Amazon Ads & Crowd DNA
