Make Me Smart "Demon Slayer: Infinity Castle" and anime's biggest year yet
Dec 26, 2025
Mitchell Berger, Executive VP of Global Commerce at Crunchyroll, shares insights on anime's booming year in 2025. He highlights 'Demon Slayer: Infinity Castle,' which shattered box office records and became a cultural phenomenon. Berger explains the film's marketing strategy aimed at passionate fans and its appeal to newcomers. He discusses the importance of theatrical releases for a communal experience, as well as Crunchyroll's plans for monthly 'Anime Nights' in theaters. Curious about anime? Berger encourages listeners to connect with young fans for guidance.
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Record-Breaking Box Office
- Demon Slayer opened to huge box-office numbers, breaking multiple U.S. anime and September animation records.
- Mitchell Berger highlighted strong global grosses including Latin America and Europe showing international appetite.
Anime Is A Diverse Medium
- Mitchell Berger emphasized anime is a medium, not a single genre, with vast storytelling variety.
- He argued that anime includes action, romance, slice-of-life, and niche topics, so there's literally something for everyone.
Activate Fans Early
- Activate and educate the passionate fan base to ensure they know when and where a release happens.
- Berger said marketing focused on telling fans the film was the only way to see the arc’s culmination this year.