If you don’t think the tale of KPop girl-group Huntr/x – which sing songs by day and battles demons by night – is a good basis for a smash hit movie, you wouldn’t be alone.
Sony Pictures Animation – which developed the story – clearly didn’t have high hopes for it either.
To explain how we know this, we need to go back to a deal that was done in 2021.
While the likes of Disney, Paramount, HBO and MGM have all waded into the streaming video market, Sony is one of the few big studios to have steered clear.But in 2021 it did agree a deal with Netflix, which essentially made Netflix the defacto streamer of Sony movies – for the next few years at least.The deal had two parts – one side allowed Netflix to be the first streamer for Sony movies that had finished their run in the cinema. That would include the likes of Paddington in Peru, bad Boys for Life, and the Venom series.
The othre side of the deal – and the one that’s relevant here – gave Netflix dibs on any films Sony was making that it intended to launch directly to streaming or video on demand.As part of the deal, if Netflix was interested in a movie, it would cover the cost of its production and pay Sony a fee on top.
And that’s where KPop Demon Hunters came from.
Sony offered it to Netflix while it was still in the early stages of growth in 2021 – becuase they clearly didn’t have much confidence that it would draw in enough of a crowd as a cinema release.
Netflix agreed to pay $100m to cover the cost of finishing the film – and then it paid a $20m fee to Sony.Sony obviously thought was a good deal – and far better than the potential risk of a costly box office bomb.
Did Netflix realise it had a hit on its hands?
It doesn’t seem like it.
You might think that, having spent $120m on the movie, they would wont to give it a big push and ensure it drew in viewers. But while $120m is a lot of money to most, it’s not really that big of a deal to Netflix.
The company previously said it was planning to spend $18 billion on content this year alone.Another movie which came out this year – which Netflix did really try to push through ads and media campaigns – was The Electric State, which cost somewhere in the region of $320m to produce.
So $120m isn’t exactly budget-breaking for Netflix.
And sure enough, when KPop Demon Hunters came out on 20th June, it happened with relatively little fanfare.
It did get prominent billing within the platform – but there wasn’t much in the way of a marketing campaign around the film’s release; there weren’t big billboards or TV ads, there wasn’t the media junket, or any kind of promotional tie-ins with other brands. These are all the kinds of things you tend to see a studio do when it’s pushing a new release.
Perhaps the most significant proof that they weren’t expecting a hit is the fact that they didn’t have any merchandise or toys ready either – a crucial piece of the puzzle for any film targeted at kids.And they’re clearly now scrambling to fill that gap.
They have brought out some movie-related clothing lines and are now taking preorders on some Funko Pop figures of characters from the movie… but they won’t be actually going out to customers until the start of next year.
If Netflix wasn’t really promoting it,how did it become such a hit?
The Global Phenomenon of K-Pop: BTS and Blackpink Lead the Wave
Table of Contents
K-pop,or Korean pop music,has exploded into a global force,captivating audiences worldwide.While the genre boasts numerous talented artists, two groups stand out as particularly influential: BTS and Blackpink. These groups have not onyl dominated charts but have also broken records and expanded K-Pop’s reach into new territories, including Europe and North America.
the Reign of BTS: A Boy Band Phenomenon
Boy band BTS (방탄소년단, Bangtan Sonyeondan), formed in 2013, has achieved unprecedented success, becoming one of the best-selling music acts in the world. They’ve consistently topped global music charts and garnered a massive international fanbase known as “ARMY.”
As of September 2024, BTS holds the record for the most streamed group on Spotify, with several songs exceeding one billion streams. Their hit single,”Dynamite,” has surpassed 1.6 billion streams, and “Butter” has exceeded 1.4 billion streams. https://spotifycharts.com/regional/global/daily/2024/09/07 Beyond streaming numbers, BTS has earned numerous awards, including multiple American Music Awards and Billboard Music Awards, and has been nominated for a Grammy Award. They are also recognized for their philanthropic efforts and positive messaging.
Blackpink’s Global Impact: A Girl Group Powerhouse
Blackpink (블랙핑크), formed in 2016, is a four-member girl group that has quickly risen to international stardom. They are the most-subscribed music group on YouTube, boasting over 92.2 million subscribers as of September 8, 2024. https://www.youtube.com/@BLACKPINK
Blackpink also maintains a strong presence on Spotify, with over 86 million monthly listeners. https://spotifycharts.com/regional/global/daily/2024/09/07 The group’s music videos consistently break YouTube records,and they have collaborated with prominent Western artists like Selena Gomez,Dua Lipa,and lady Gaga.blackpink’s influence extends beyond music, as its members are also highly sought-after brand ambassadors for luxury fashion houses like Chanel, Dior, and Saint Laurent.
K-Pop’s Expanding Global Reach
Initially popular in East Asia, K-Pop’s appeal has broadened significantly, gaining traction in Europe, North America, and Latin America. This expansion is due to several factors,including the strategic use of social media,high-quality music production,visually stunning music videos,and dedicated fan engagement.
Blackpink’s recent European tour, which included performances in Paris, London, and Milan, exemplifies this growing global reach. The tour drew approximately 300,000 fans across six nights, demonstrating the group’s strong fanbase in the region. https://www.billboard.com/music-news/blackpink-born-pink-tour-europe-london-paris-milan-1235414449/
Key Takeaways
BTS is a globally dominant boy band known for record-breaking streams and positive messaging.
Blackpink is a leading girl group with a massive YouTube following and significant influence in fashion.
K-Pop’s popularity has expanded beyond Asia to include Europe and North America, driven by social media and high-quality production.
Both groups contribute significantly to the growing global influence of Korean culture.
The Future of K-Pop
The success of BTS and Blackpink has paved the way for other K-Pop groups to gain international recognition. As the genre continues to evolve and innovate, it is poised to maintain its position as a major force in the global music industry. The increasing accessibility of music through streaming platforms and social media will likely further expand K-Pop’s reach and solidify its place in popular culture for years to come.