Crunchyroll is Putting Its Money Where Its Mouth Is as It Seeks to Elevate Anime to Oscar Heights
For anime fans, it's been a long time coming - but with the massive success of "Demon Slayer: Infinity Castle", Crunchyroll bosses are now looking to bring their beloved franchise into the Academy Awards spotlight. The film shattered box office records worldwide, earning $682 million in ticket sales and solidifying its place as Japan's highest-grossing film of all time.
At the heart of this campaign is a team that's deeply rooted in the anime community. According to EVP of Global Commerce Mitchel Berger, Crunchyroll's marketing strategy centered around creating authentic moments for both lifelong fans and newcomers to the art form. "We needed to be authentically Crunchyroll," he explained during a Variety Screening Series conversation moderated by Senior Artisans Editor Jazz Tangcay. "We have a great deep connection with our fan base, and we needed to create experiences [at] San Diego Comic-Con that would draw them into the world of 'Demon Slayer'."
This approach was underscored by President Rahul Purini, who highlighted the significance of Japanese voice actors in connecting fans worldwide. "Japanese voice actors are really popular with fans around the world," he said, adding that bringing in these talented artists helped bridge the gap between anime enthusiasts and newcomers alike.
Crunchyroll's ambitions extend beyond the film itself; the company is now actively courting the Oscars, hoping to elevate anime as an art form worthy of recognition. Purini emphasized that the team is committed to making anime a part of the Guild and Academy conversations, building on the successes of legends like Hayao Miyazaki and Makoto Shinkai.
"We are working on making sure that this new audience that we are talking to with the FYC [Film Critics Association] are part of it," Purini explained. "It's about paying attention to and being part of, seriously considering anime as a valid medium." The company is leveraging its expertise in animation production - namely Ufotable, which brought the film to life - to demonstrate the quality and craftsmanship that anime has to offer.
Berger added that anime is an integral way of telling stories, one that deserves recognition. "It's a beautiful piece of artwork," he said. "The care, love, and craftsmanship that goes into it...is a wonderful thing." When asked about the decision to release "Demon Slayer" as a film versus continuing another season of the franchise, Berger credited Ufotable with recognizing the need for a cinematic experience. The result was a visual feast that's sure to captivate audiences worldwide.
Crunchyroll has committed to bringing this theatrical experience to fans through various channels, including theaters and online platforms. "Fans want this theatrical experience," Purini said. "They want to come to theaters, watch these movies on big screens with friends and family." With no release dates set for the next two films in the trilogy, it's clear that Crunchyroll is determined to make anime a staple of Oscar contention.
As Berger reflected on the film's success, he expressed a sense of privilege at being part of this journey. "It was really a privilege to be a part of this," he said. "We were able to play a part in bringing something to a global audience that really resonated with a fan base in an incredible way...the box office shows."
For anime fans, it's been a long time coming - but with the massive success of "Demon Slayer: Infinity Castle", Crunchyroll bosses are now looking to bring their beloved franchise into the Academy Awards spotlight. The film shattered box office records worldwide, earning $682 million in ticket sales and solidifying its place as Japan's highest-grossing film of all time.
At the heart of this campaign is a team that's deeply rooted in the anime community. According to EVP of Global Commerce Mitchel Berger, Crunchyroll's marketing strategy centered around creating authentic moments for both lifelong fans and newcomers to the art form. "We needed to be authentically Crunchyroll," he explained during a Variety Screening Series conversation moderated by Senior Artisans Editor Jazz Tangcay. "We have a great deep connection with our fan base, and we needed to create experiences [at] San Diego Comic-Con that would draw them into the world of 'Demon Slayer'."
This approach was underscored by President Rahul Purini, who highlighted the significance of Japanese voice actors in connecting fans worldwide. "Japanese voice actors are really popular with fans around the world," he said, adding that bringing in these talented artists helped bridge the gap between anime enthusiasts and newcomers alike.
Crunchyroll's ambitions extend beyond the film itself; the company is now actively courting the Oscars, hoping to elevate anime as an art form worthy of recognition. Purini emphasized that the team is committed to making anime a part of the Guild and Academy conversations, building on the successes of legends like Hayao Miyazaki and Makoto Shinkai.
"We are working on making sure that this new audience that we are talking to with the FYC [Film Critics Association] are part of it," Purini explained. "It's about paying attention to and being part of, seriously considering anime as a valid medium." The company is leveraging its expertise in animation production - namely Ufotable, which brought the film to life - to demonstrate the quality and craftsmanship that anime has to offer.
Berger added that anime is an integral way of telling stories, one that deserves recognition. "It's a beautiful piece of artwork," he said. "The care, love, and craftsmanship that goes into it...is a wonderful thing." When asked about the decision to release "Demon Slayer" as a film versus continuing another season of the franchise, Berger credited Ufotable with recognizing the need for a cinematic experience. The result was a visual feast that's sure to captivate audiences worldwide.
Crunchyroll has committed to bringing this theatrical experience to fans through various channels, including theaters and online platforms. "Fans want this theatrical experience," Purini said. "They want to come to theaters, watch these movies on big screens with friends and family." With no release dates set for the next two films in the trilogy, it's clear that Crunchyroll is determined to make anime a staple of Oscar contention.
As Berger reflected on the film's success, he expressed a sense of privilege at being part of this journey. "It was really a privilege to be a part of this," he said. "We were able to play a part in bringing something to a global audience that really resonated with a fan base in an incredible way...the box office shows."
. They're not just focusing on the fans they already have, but trying to bring anime into the mainstream too. It's awesome that they're recognizing its value and trying to make it a part of Oscar conversations 
. And can we talk about how cool it is that Japanese voice actors are being featured? 
I mean, it's not just about the fans who already love anime, but also bringing in new audiences. It's like they're saying "Hey, this is art too!" 
Ufotable did an amazing job with Demon Slayer, and I'm excited to see how they'll bring other franchises to life on the big screen 
. Bring it on!
, Crunchyroll is finally putting its money where its mouth is lol! 
They're trying to get anime recognized by the Oscars & it's about time!!! 
I mean, "Demon Slayer" was a HUGE hit worldwide, earning over $682 million in ticket sales - that's crazy!! 
I'm all for anime getting more recognition & I love how Crunchyroll is committed to making this happen. Let's get that Oscar win 
. I mean, can you think of anything more iconic than Hayao Miyazaki or Makoto Shinkai receiving an Oscar nod? 
. I'm all for bringing this beautiful art form into the mainstream conversation, and Crunchyroll is taking it to the next level 
. Let's see what other surprises they have in store! 
. It was so beautiful, I ended up giving him a few euros and we struck up a conversation. He told me about his favorite books and we geeked out over the same author 
. Anyway, that got me thinking about how anime is like that too... it's all about storytelling and bringing people together in this unique way 
.
and its success proves that anime can be more than just a niche hobby. The fact that Crunchyroll is actively courting the Oscars shows they're serious about elevating the art form to a wider audience 
.
They're talented and their contributions to anime are undeniable.
. If anyone knows how to bring the heat, it's them. Bring on the Oscars! 
. I mean, have you noticed how every time there's a major achievement in the anime world, like "Demon Slayer" breaking box office records, suddenly they're all about "elevating anime to Oscar heights"? It feels like they're just trying to distract us from the real issues 
.
first off, $682 million in ticket sales is insane, but we still don't know how much of that was actually spent by crunchyroll itself... maybe they just rented out theaters? 
we gotta see more proof than just one film's success before i get on board with this whole oscar thing 
.
I'm not surprised they're trying to bring it to theaters and online platforms, fans want that big-screen experience with their friends and family. It's like when we used to have anime marathons at sleepovers and we'd stay up all night watching our favorite shows 
.
. The care, love, and craftsmanship that goes into anime is definitely something special. I'm hyped to see what they come up with next, maybe we'll even get some anime representation at the Oscars! 
also gotta give props to the japanese voice actors, they really make the animation come alive 
It's time for anime to get its due, you know? And I love how Crunchyroll is committed to sharing this experience with fans through theaters and online platforms. Can't wait to see what's next for them! 
president rahul purini just said something so deep about japanese voice actors connecting fans worldwide and it totally made me think of my own favorite anime shows 
can't wait to see what crunchyroll does next 
!
.
. And have you seen the Japanese voice actors in action? So talented and dedicated 
. It's all about celebrating what makes anime unique and worth recognizing – and I'm here for it 
. I mean, have you seen some of these films? They're not just mindless action flicks, they're actually telling stories and exploring themes like mental health and trauma 
They bring so much depth and nuance to the roles. But what really gets me is when people say anime is just for "fans" 
. Like, it's not just for otakus, it's for anyone who loves a good story well told.
. Nonetheless, it's exciting to see anime making waves in the global film scene 
. It's going to be interesting to see how they navigate the Oscars scene and what impact this could have on the industry as a whole