demon hunters

This summer, Netflix’s animated hit “KPop Demon Hunters” might have created the most popular K-pop girl group in America. And seemingly the only people unaware of that distinction are its members.

“Is that what it is?,” asks Rei Ami, who with fellow artists Ejae and Audrey Nuna forms the film’s fictional trio Huntr/x. “Is that what it’s being labeled as?”

The stats are behind them: “Golden,” a contender for the Oscar for original song, hit No. 1 on the Billboard Hot 100 for more than eight consecutive weeks, with three other numbers earning a place in the Top 10. As a result, the film’s soundtrack hit No. 1 on the Billboard 200 and recently went platinum. With success has come an array of other opportunities as well. The group have since made a cameo on “Saturday Night Live” and performed on “The Tonight Show Starring Jimmy Fallon.”

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But as Ejae points out, theirs has not been the usual route to K-pop stardom. A former K-pop trainee herself, she notes that many hopefuls spend years developing their craft and chemistry with future group members. “We were all individually our own person. They had their music career, and I have my career as a songwriter,” she says. “[Becoming a K-pop group] later is unheard of with K-pop training. You do it when they’re kids, before anything [can develop], so they can shape them together, whereas we’re our own individuals coming together. Having this synergy is incredibly rare.”

That’s what singing in the most-watched Netflix film of all time will do for you. Premiering in August, “KPop Demon Hunters” propelled the members of Huntr/x — all of them already established in the industry, Nuna and Ami as artists and Ejae, who recently released her first solo single, as a songwriter for K-pop groups — into a new intensity of spotlight. (Ejae also wrote several tracks for the film, including “Golden,” with co-writers Mark Sonnenblick, Ido, 24 and Teddy.)

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1. Rei Ami is the singing voice for Zoey. 2. Ejae is the singing voice for Rumi. 3. Audrey Nuna is the singing voice for Mira. (Justin Jun Lee / For The Times)

“We were thrown together, basically,” says Nuna. “I’ve seen photos of us and I [thought], ‘Damn, we look like we were perfectly calculated to be in this group.’ The balance is nuts. But to think how serendipitous it was that this happened — we didn’t audition in rooms or go through multiple rounds of pairings to find each other… It just speaks to the beauty of the universe and how things go and when things just happen.”

In fact, the singers did not even meet until nearly five months ago, on the carpet at the film’s premiere. They recorded their parts separately with executive music director Ian Eisendrath, who then worked with the music team to edit them all together.

Ami was the last to record her part, which meant she got to hear “This Is What It Sounds Like” in its entirety with all the voices meshed together. The moment recalled the film’s final scene, in which Huntr/x — whose members double as the demon hunters of the title — reunites to fight the main villain to the sounds of the very same song, when “This Is What It Sounds Like” plays.

“I got to hear the song in full and all of our harmonies for the first time,” she recalls. “I was completely moved. I knew in my heart that this was going to be great.”

Still, they never expected the film to become a global phenomenon, resulting in their now chaotic schedules filled with press interviews, panel engagements, media appearances and special performances. Ami smiles, “We’re doing our best.”

Through it all, they’ve hyped each other’s achievements and held hands while expressing their appreciation for each other.

“These women have worked so hard on their journeys individually,” says Ami. “The industry has been so tumultuous, and the amount of pain, struggle, blood, sweat and tears that we’ve individually had to deal with … These two girls are the only ones in the world who will fully understand what I’m going through. I can’t talk to anyone else about this. Only they understand, and I feel so supported and not alone.”

They all clasp hands, with Ami telling the others, “I love you guys.”

And, for all the challenging moments, they are immensely grateful for the chance to fulfill their dreams. They all express their gratitude for the opportunity, as it has always been their dream.

“Literally, a month before the movie came out, I was doubting myself as a songwriter,” Ejae explains. “My goal was to get No. 1 on the Hot 100. I was going to do that — move to California, write so many sessions, and get No. 1. It felt impossible.”

“Those are all things we have on our bucket list,” Ami, right, says of the prospect of performing at the Oscars or Grammys.

(Justin Jun Lee / For The Times)

Ami becomes emotional about the film’s success when she talks about its impact on her career.

“I’m so blessed,” she says, holding back tears. “It’s really introduced me to more fans and new fans. This whole experience has taught me a lot about myself and what I want to do as an artist. My dreams are coming true.”

That hasn’t necessarily been the experience for her groupmates, though. “It takes a very long time [for me] to process and metabolize emotions,” Nuna says of her own lack of waterworks. “I’ve never wanted somebody to cry so much in my life,” Ami chimes in, laughing. “Feel something!”

The “instant chemistry” displayed in their interview was recently on display when the three were asked to perform “Golden” together for “The Tonight Show Starring Jimmy Fallon” — their first as a group. And the more they rehearsed, the more they cohered. Just like a real K-pop group.

“It’s really wild and weird,” says Nuna. “Honestly, the mesh of our voices just felt so intuitive. It was very organic and easy. The song is not easy, but the mesh and connecting were. It was literally our first time singing together, and I feel like we were hearing overtones in our harmonies and stuff, because they’re just really locked in.”

Awards buzz, for both the Oscars and the Grammys, has come as a surprise to the group, but it leads to questions about reuniting Huntr/x onstage at the biggest pop culture events of the year.

“[Performing at the Oscars or Grammys] would be the biggest deal,” says Ami. “I think we can all relate. That’s probably one of the highest accolades and achievements you can accomplish as an artist, songwriter, and producer. Those are all things we have on our bucket list.”

The trio hasn’t thought far enough ahead about an actual performance on either stage, as they’ve only recently begun rehearsing together.

“Jimmy Fallon will be a good practice,” Ejae laughs. “Good warm-up preparation.”

Indeed, though they have joked about forming a (real-life) K-pop group, all three are busy with individual projects — at least for now.

“If we were to get together, the charts better watch out!” Ami shouts. “You might not ever see another name other than us.”

Netflix on Tuesday said its third-quarter revenue jumped 17% to $11.5 billion, powered by the hit animated film “KPop Demon Hunters.”

The Los Gatos-based streamer reported a net income of $2.5 billion during the third quarter, up 8% from the same period a year ago but well below the $3 billion analysts had projected, according to FactSet.

Revenue was in line with analyst estimates and was boosted by increased subscriptions, pricing adjustments and more ad revenue.

The company said it incurred a $619-million expense related to a dispute with Brazilian tax authorities.

“Absent this expense, we would have exceeded our Q3’25 operating margin forecast,” Netflix said in a letter to shareholders on Tuesday. “We don’t expect this matter to have a material impact on future results.”

Netflix shares, which closed Tuesday at $1,241.35, fell 5% in after-hours trading.

As it continues to dominate the streaming market with more than 301 million subscribers, Netflix has been investing in a diverse slate of content, including new movies rolling out in the fourth quarter such as Guillermo del Toro’s “Frankenstein,” as well as the final season of sci-fi hit “Stranger Things” and family-friendly games for the TV such as Boggle.

“KPop Demon Hunters” has garnered more than 325 million views in its first 91 days on the service. The movie, about a trio of powerful singers who hunt demons, was released in June.

It bested 2021 action film “Red Notice,” which had been previously its most watched film in its first 91 days on Netflix with 230.9 million views.

On Tuesday, Netflix also announced a licensing deal with toymakers Hasbro Inc. and Mattel Inc. to make toys including dolls, action figures, youth electronics and other items related to “KPop Demon Hunters.”

Popular TV shows launched in the third quarter include the second season of the Addams family spinoff series “Wednesday” and the second season of drama “My Life With the Walter Boys.”

“When you have a hit the size of ‘KPop Demon Hunters,’ it stirs the imagination of where you can take this,” said Ted Sarandos, co-chief executive of Netflix, in an earnings presentation.

He said the film benefited from Netflix’s platform, allowing superfans to repeat view it and make it appealing for audiences to watch in theaters as well. “We believe this film, ‘KPop Demon Hunters,’ actually worked because it was released on Netflix first,” Sarandos added.

The company said in the fourth quarter it expects revenue to grow another 17% due to growth in subscriptions, pricing and ad revenue.

For the full year, Netflix is forecasting revenue of $45.1 billion, up 16%, and said it is on track to more than double it ad revenue in 2025.

Like other entertainment companies, Netflix has been taking steps to diversify its business in a challenging landscape, as production costs for TV and movies increases and studios consolidate.

“With entertainment industry employment becoming more precarious, Netflix is slyly pivoting its content strategy to rely more on live sports, YouTubers, creators and podcasters,” said Ross Benes, a senior analyst with research firm Emarketer in a statement.

But some investors still remain skeptical about the future of subscription streaming services, as the technology behind video generation tools powered by AI get more sophisticated, making it easier to replicate visual effects and customize content to viewers.

“Netflix’s core lay-back easy-to-watch scripted content is potentially most at risk by the emergence of generative AI compared to peers,” said John Conca, analyst with investment research firm Third Bridge. “Netflix will need to channel its earlier days and find a way to remain nimble, even though it’s now the 800-pound gorilla in this space to deal with this threat.”

On Tuesday, Netflix said it is using generative AI to improve the quality of its recommendations and content discovery on its platform. Creators on Netflix are also using AI tools for their projects, including filmmakers for comedy “Happy Gilmore 2” using generative AI and volumetric capture technology to de-age characters.

Netflix is looking to capitalize on the popularity of its animated movie “KPop Demon Hunters” — and continue its foray into the retail space.

Netflix on Tuesday announced a licensing deal with toy makers Mattel Inc. and Hasbro Inc. to make dolls, action figures, plushies, youth electronics and other items based on “KPop Demon Hunters,” a movie about a trio of powerful singers and demon hunters who protect the world from dangerous demons.

“KPop Demon Hunters” has been a worldwide hit since its release in June, becoming Netflix’s most-watched film with more than 325 million views in its first 91 days on the streaming service.

The licensing deals come as Netflix has been aggressively partnering with brands to expand the fandom of its shows and movies.

Next month, Netflix will open the first of several planned physical locations called Netflix House where it will host experiences based on its programs and sell food and merchandise.

“KPop Demon Hunters unleashed a global fan frenzy,” said Marian Lee, Netflix’s chief marketing officer, in a statement. “Netflix, Mattel and Hasbro joining forces on this first-of-its-kind collaboration means fans can finally get their hands on the best dolls, games, and merchandise they’ve been not-so-subtly demanding on every social platform known to humanity.”

Under the partnership, Hasbro and Mattel will both become global co-master toy licensee to “KPop Demon Hunters.”

Netflix has had other partnerships with other toy makers, including Squishmallows for shows like sci-fi series “Stranger Things” and Lego sets based on pirates tale “One Piece.”

The Los Gatos, Calif., company has also launched in-person experiences such as balls based on the Regency era romance series “Bridgerton.”

“KPop Demon Hunters is a powerful pop culture phenomenon with global resonance—one that aligns seamlessly with our portfolio of iconic brands and our commitment to innovation,” said Tim Kilpin, Hasbro’s president of toy, licensing, and entertainment, in a statement.

“KPop Demon Hunters” creator Maggie Kang thinks there’s potential for more Huntr/x stories in the future, but only in animation.

In a recent interview with the BBC, the co-director of the Netflix phenomenon said there is nothing officially in the works, but she thinks “there’s definitely more we can do with these characters in this world.” Kang and her co-director Chris Appelhans also assured fans that if another “KPop Demon Hunters” were to happen, “it will be a story that deserves to be a sequel, and it will be something that we want to see.”

Produced by Sony Pictures Animation, the movie follows a popular K-pop girl group whose members use their music and dance moves (and magical powers) to fight demons and protect the world. But Huntr/x’s leader Rumi is keeping a secret from her bandmates Mira and Zoey that could lead to their downfall.

Since its June debut, “KPop Demon Hunters” and its catchy soundtrack have smashed numerous records on Netflix as well as the Billboard charts. The movie’s massive popularity led to a limited theatrical run for sing-along screenings as well as live performances of its songs.

With Hollywood’s current trend of sequels and remakes, it’s easy to believe that “KPop Demon Hunters” could spawn its own franchise. But Kang and Appelhans both insist that a live-action adaptation should be off the table.

“It’s really hard to imagine these characters in a live action world,” Kang told the BBC, pointing to the tone and comedic elements in “KPop.” “It would feel too grounded. So totally it wouldn’t work for me.”

Appelhans agreed that the characters in “KPop Demon Hunters” are best suited for animation and worried a live-action version of them could feel too “stilted.”

“One of the great things about animation is that you make these composites of impossibly great attributes,” Appelhans told the BBC. “Rumi can be this goofy comedian and then singing and doing a spinning back-kick a second later and then free-falling through the sky. The joy of animation is how far you can push and elevate what’s possible.”

For now, it seems that Huntr/x will keep shining only in the medium they were born to be — in animation.

Ejae, Audrey Nuna and Rei Ami went up, up, up for their “Golden” moment on “The Tonight Show Starring Jimmy Fallon.”

The trio, who provide the singing voices for the animated “KPop Demon Hunters” central girl group Huntr/x, hit the late-night TV show Tuesday to perform the Netflix movie’s signature song. It marks the first time they have hit the stage together for a live, full-length performance of “Golden,” and even Fallon could not contain his excitement.

The first No. 1 female K-pop song in the history of the Billboard Hot 100, “Golden” has helped propel the “KPop Demon Hunters” soundtrack to its newest accolade. Fallon informed Ejae, Nuna and Ami during the show that the record had gone platinum.

When asked about their experiences around the massive popularity of “KPop Demon Hunters,” the trio offered words including “surreal,” “scrumptious” “delicious,” “stunning” and “bonkers.”

“We try to come up with new adjectives every time,” said Nuna, who provides the singing voice for Mira.

Their “Tonight Show” appearance follows their brief cameo on the Season 51 premiere of “Saturday Night Live.” During their sitdown interview with Fallon, both Nuna and Ami (the singing voice of Zoey) recounted real-life encounters with “Golden” that drove home the magnitude of “KPop Demon Hunters’” impact.

For Nuna this happened on a trip to Korea when she saw an elderly street performer playing “Golden” on a traditional Korean instrument.

“I had to do a double take because in Korean culture, it’s especially impressive if an elderly person is impressed with you,” said Nuna, who explained that Korean elders rarely bat an eye at accomplishments like attending an Ivy League college or graduating top of your class. “It’s really hard [to impress them]. They have high standards. So for the older generation to embrace it, it’s something different.”

Ami’s encounter was with a much younger fan. She recalled a trip to an H Mart where she saw a young boy singing “Golden” at the top of his lungs while holding hands with his mother.

“I think it’s one thing to hear our song on the radio, but to hear it come out of a child, live?” Ami said. “In H Mart, my favorite place? … I just cried at HMart.”

Ejae, meanwhile, offered an anecdote that suggests “Golden’s” success may have been preordained.

Prompted by Fallon, the co-writer of “Golden” shared that while recording her part of the song at the studio, she saw a brief glimpse of “a grunge ghost.”

It was “a tall dude with a flannel … and blue jeans,” Ejae said. And this brief encounter may have been auspicious.

“My mom reminded me later [that] there’s a myth in Korea in the music [business], if you see a ghost or any paranormal activity while recording a song, it’s a hit,” she said.

A wave of purple and hot pink hair and cartoon K-pop bops is taking over multiplexes.

With summer blockbusters in the rearview mirror and only a few new films out, movie theaters expected a bit of a lull at the box office this weekend.

Then Netflix dropped a bombshell. The streamer would release its hit animated film “KPop Demon Hunters” — already a viral phenomenon on streaming — in theaters Saturday and Sunday for sing-along screenings.

The movie will be shown on more than 1,750 screens in the U.S. and Canada, with 1,150 shows sold out as of Thursday, according to industry sources. It’s an unusually high-profile move by Netflix into cinemas, which is using the big screen experience to capitalize on and promote one of its biggest wins.

Packed houses include the theaters of Dallas-based Look Dine-In Cinemas, which has locations in Glendale, Redlands, Downey and Monrovia.

“This will be the dominant force for the weekend,” said Look Chief Executive Brian Schultz. “We could put it on every screen in our auditorium.”

But is this theatrical release really gonna be golden, to paraphrase one of the musical’s most infectious earworms? We won’t know for sure. Or at least how golden.

Los Gatos-based Netflix will not release box office figures, sticking with the company’s long-standing policy that has long frustrated industry pros. All the same, based on presale numbers, the movie could haul in $16 million to $22 million, according to estimates from analysis site Box Office Theory. That total, if Netflix reported it, would unseat the expected official No. 1 domestic movie, “Weapons.”

The release is a welcome surprise for theater owners — particularly in the doldrums of summer, when even late breakout hits like Warner Bros.’ horror film “Weapons” have been out for weeks. But it also underscores the tricky relationship between exhibitors and Netflix, which has famously eschewed traditional theatrical film releases.

The streamer has briefly put films in theaters for Oscar consideration, as it did with “Roma” and “The Irishman,” and did give director Rian Johnson’s 2022 comedy “Glass Onion: A Knives Out Mystery” a short window in cinemas. (It will also have a three-week exclusive theatrical run for Guillermo del Toro’s “Frankenstein” in October.)

But the streamer has long been adamant that its focus is on growing its subscriber base — not on developing a theatrical business. Earlier this year, Netflix co-CEO Ted Sarandos said the theatrical movie experience was “outdated” for most people. When the company does theatrical releases, it views them as marketing efforts.

That has led to long-standing complaints from theater owners, who argue that streaming has lessened their business and trained audiences to wait until films are available at home.

“Netflix and a sizable share of theatrical exhibition have spent so many years toeing the line as frenemies, if not outright adversaries,” Shawn Robbins, director of movie analytics at ticket seller Fandango and founder of Box Office Theory, said in an email. “This is a weekend that again highlights how they could, and perhaps should, start working together more often to the benefit of both sides.”

The film, produced by Culver City-based Sony Pictures Animation, is the most-watched original animated movie in Netflix’s history, according to the streamer.

It’s also now the second-most-watched film ever on Netflix behind the 2021 action-comedy “Red Notice” starring Dwayne Johnson, Ryan Reynolds and Gal Gadot. The movie’s soundtrack has also been a hit, with the song “Golden” peaking at No. 1 on the Billboard Hot 100 charts and continuing to hold onto a high ranking.

“KPop Demon Hunters” focuses on a popular girl group called Huntr/x that uses its music and dance moves to battle evil, including a demon boy band. The movie has spawned a number of memes, including close-ups of the characters’ expressive faces.

The music, as well as the film’s strong female characters, were a draw for Heather Hollingsworth and her 10-year-old daughter, Kayleigh, who have now watched “KPop Demon Hunters” multiple times and are planning to see a screening this weekend with Kayleigh’s best friend and her mom. “Golden” is Hollingsworth’s favorite song from the film, and the one that gets stuck in her head most.

“The songs are really catchy,” said Hollingsworth, 41, a speech language pathologist who lives in Littleton, Colo. “Also the characters’ vulnerability being their strength — that strong friendship — it’s a very powerful message.”

Though they could continue watching “KPop Demon Hunters” at home on Netflix, Hollingsworth said the appeal of the theatrical screening was the social experience.

“There’s something about having it in a movie theater that is way more fun for the kids, especially,” she said.

The sing-along screenings follow similar showings for “Wicked,” as well as concert films such as Taylor Swift’s “Eras Tour” and Beyonce’s “Renaissance World Tour.” Unlike “KPop Demon Hunters,” those films were exclusively in theaters first, resulting, in the case of “Wicked” and Swift, in hundreds of millions of dollars in ticket sales.

For Look Cinemas, sing-alongs have long been big business and often result in a demand for party bookings, Schultz said. Indeed, tickets for “KPop Demon Hunters” have been selling in large groups.

“It’s going to make for a very fun weekend,” he said.

Times staff writer Kaitlyn Huamani contributed to this report.