Sony Says Netflix Was Best Place for "KPop Demon Hunters" Movie

Sony Animation leaders say that releasing the movie "KPop Demon Hunters" on Netflix was the right choice. They feel the movie needed more time to be seen by people than a movie in theaters would have.
By Newsroom | Movies, Animation |

Sony Pictures Animation executives have publicly stated that releasing the animated film "KPop Demon Hunters" on Netflix was the correct strategic decision, citing the platform's ability to provide the time needed for audience engagement, a crucial element for the film's success. This perspective challenges traditional theatrical release models, highlighting a shift in how animated features are evaluated and distributed.

KPop Demon Hunters had to be on Netflix, according to Sony Animation bosses - 1

Film's Journey to Streaming Success

"KPop Demon Hunters" premiered on Netflix on June 20th of last year. Following its release, the film demonstrated substantial popularity, consistently appearing in Netflix's top 10 most-watched lists. Its success led to subsequent limited theatrical runs and a sing-along version in cinemas and on streaming services.

KPop Demon Hunters had to be on Netflix, according to Sony Animation bosses - 2

  • The film centers on three K-pop superstars, Rumi, Mira, and Zoey, who lead double lives as demon hunters protecting their fans from supernatural dangers.

  • Sony Pictures Animation developed the film as part of an output deal with Netflix.

  • Initial discussions involved Hannah Minghella, Head of Feature Animation and Family Film at Netflix, who reportedly contacted Sony around day 14 of the film's streaming run.

Strategic Rationale for Netflix Release

Executives from Sony Animation, including Christopher Miller and Michelle Kong DeFroberville, have articulated their reasoning for the Netflix release. They argue that the nature of the film, its narrative complexity, and the time required for viewers to discover and engage with it, made Netflix a more suitable environment than a traditional theatrical window.

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KPop Demon Hunters had to be on Netflix, according to Sony Animation bosses - 3

"It needed time, which you do not get theatrically.” - Michelle Kong DeFroberville, Co-Director of "KPop Demon Hunters"

This perspective suggests that "KPop Demon Hunters" benefited from Netflix's model, which allows for longer audience engagement periods without the immediate pressure of box office returns that characterize theatrical releases. The film's sustained presence in Netflix's top 10 for an extended period is offered as evidence of this benefit.

KPop Demon Hunters had to be on Netflix, according to Sony Animation bosses - 4

Financial Implications and Ownership

While "KPop Demon Hunters" proved to be a significant hit for Netflix, the financial arrangements between Sony and Netflix have drawn attention. Reports indicate that Sony received a relatively modest fee for the film, despite its massive success on the platform.

  • Netflix acquired the distribution rights, meaning Sony cannot reclaim them.

  • Netflix also holds the merchandising and music rights, though Sony participates in the soundtrack through Sony Music Publishing.

  • Sony received a $15 million cash bonus from Netflix for the first film's performance.

  • Despite the revenue split, Sony retains the right to produce sequels, which could allow for different distribution strategies in the future.

  • Sony's animation division, Imageworks, which also worked on the "Spider-Verse" franchise, was paid by Netflix for its contribution to the film.

Development History and Corporate Partnership

The creation of "KPop Demon Hunters" itself stemmed from a unique corporate relationship. The project was initially pitched to Sony Animation seven years prior by Maggie Kang, who was working at the studio at the time.

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  • Sony initially passed on the project.

  • This led to a partnership where Netflix essentially funded the production while Sony handled the creative execution.

  • This collaboration occurred during the pandemic era, suggesting a strategy to mitigate risks associated with theatrical releases during that period.

"From Sony Pictures Animation, KPop Demon Hunters quickly became the most watched film of all time on Netflix this summer." - Article 5 Summary

The film's immense popularity, which reportedly surprised even Netflix executives, has positioned it as a potentially valuable franchise. However, the current ownership structure means Netflix is primarily positioned to leverage future installments and associated merchandise.

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Frequently Asked Questions

Q: Why did Sony Animation put "KPop Demon Hunters" on Netflix?
Sony bosses said the movie needed time to find its audience, which is easier on Netflix than in movie theaters.
Q: Was the movie popular on Netflix?
Yes, "KPop Demon Hunters" was very popular and was often in Netflix's top 10 most-watched list.
Q: Who owns the movie "KPop Demon Hunters"?
Netflix has the main rights to show the movie and sell things related to it. Sony can still make new movies in the series.
Q: Did Sony make a lot of money from the movie on Netflix?
Sony got a payment and a bonus, but Netflix owns the main rights. Sony's animation studio was paid for its work.