A cartoon tale populated by legions of flesh-eating fiends might not sound like traditional box office fodder, but that’s exactly what the latest Demon Slayer film proved to be.
The film established new records for anime, generating over $70 million on its opening weekend in the United States and surpassing £535 million globally. To provide perspective, the anime classic Ghost in the Shell, released in 1995, made approximately £2 million worldwide.
From Underground Phenomenon to Global Saviour
In the intervening three decades, anime has evolved from an underground phenomena to a veritable saviour during one of the worst autumn cinematic slumps in recent memory.
“Over the last eight years building this fandom,” says an executive from a leading anime platform. “Coming out of the pandemic, that community has just continued to expand.”
One of the factors to its success has been the slow cultivation of a global fanbase for franchises like Demon Slayer, which boasts a popular TV series and a prior theatrical success with 2020’s Demon Slayer the Movie: Mugen Train.
The Globalised Reach of Anime Animation
Anime originated in Japan during the 1950s, but its major world breakthrough came in 1988 with Akira. This futuristic tale ushered in a darker, sophisticated brand of animation whose impact can be seen throughout modern media.
Today, Demon Slayer represents anime gatecrashing Hollywood and establishing Japanese animation as a valuable rich resource in an era where IP is king. Most anime begin life as manga, offering decades of backstory for studios looking to develop them into major franchises.
Its new globalised reach means anime appears in surprising arenas. Professional fighters, Premier League footballers, and other athletes have cited anime in their triumphs. Some observers have labeled the art form as “a common language for young people all over the planet.”
“It’s part of young people’s identity,” says an anime writer based in Tokyo. “I think that really is driving this surge of anime, not just in the US, but worldwide.”
Economic Benefits and Government Strategy
The surge in interest is also attributed to “Oshikatsu,” a fan culture of devout fanaticism amplified by trends like K-pop. Enthusiasts don't only watching; they are purchasing merchandise and posting their fandom online.
The Japanese government is betting big on anime as a central part of its “Cool Japan” strategy. This soft-power initiative aims to boost the economy by harnessing dedicated fandom to drive tourism. Leaders hope the strategy can generate trillions of yen annually by 2033.
This marks a step change for a country traditionally guarded of its culture. “Japan's home market was big enough for a long time,” notes the Tokyo-based expert. “It was an afterthought to share this culture internationally.”
Digital Competition and Future Projects
In the world of anime distribution, giants like Netflix are significant players. The streamer states that the number of subscribers watching anime on its platform has increased threefold in the last five years, with dubs produced in dozens of languages to meet worldwide demand.
The future is filled with major stories. Second and third instalments in the Demon Slayer saga are in the works, but fans will have to wait until 2027 and 2029. Before then, a live-action adaptation of One Piece and new seasons of other popular series are scheduled for release.
The stories are epic, but so are the economic rewards of anime’s seemingly unstoppable ascent on the global stage.
