Marketplace All-in-One "Demon Slayer: Infinity Castle" and anime's biggest year yet
Dec 26, 2025
Mitchell Berger, Executive Vice President of Global Commerce at Crunchyroll, covers the blockbuster success of "Demon Slayer: Infinity Castle," which shattered international box office records. He highlights Crunchyroll's passionate marketing strategies, stressing the importance of a theatrical release for enhancing the story's impact. Berger explains how the film appeals to newcomers while inviting them to dive deeper into anime. He also shares insights on future plans for theatrical anime events, fostering community around this beloved genre.
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Record-Breaking Box Office Momentum
- Demon Slayer opened to roughly $70 million in the U.S. and set multiple box-office records for anime and September releases.
- The film also earned strong international totals, proving global demand for anime blockbusters.
Anime As A Diverse Storytelling Medium
- Berger stresses anime is a medium with many genres, not a single genre, and that it offers something for everyone.
- Marketing focused on activating a passionate fan base and educating audiences that the film was a theatrical-only culmination.
Activate Superfans First
- Reach and activate core superfans first to build theatrical momentum for franchise films.
- Clearly tell fans this is the only place to see the story's culmination to drive urgency and attendance.