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Sony sold Netflix the rights to ‘KPop Demon Hunters’ in a pandemic-era safety play—and now it’s Netflix’s biggest movie ever

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Netflix has a monster hit on its hands, and it’s not what anyone expected. KPop Demon Hunters, an animated film about a K-pop girl group who are also demon hunters, has officially become Netflix’s most-watched movie ever with 236 million views, dethroning the previous record-holder Red Notice and its 230.9 million views. The milestone comes just 67 days after the film’s June 20 debut, making it one of the fastest climbs to the top of Netflix’s all-time charts.

KPop Demon Hunters isn’t just breaking movie-streaming records: Four songs from its soundtrack are currently sitting in the Billboard Hot 100 top 10 at the same time, something that has actually never happened in the chart’s 67-year history. (“Golden” holds the #1 spot, “Your Idol” sits at #4, “Soda Pop” is at #5, and “How It’s Done” landed at #10, since you asked.) And when Netflix decided to test the waters with a sing-along theatrical release last weekend, the film earned an estimated $18-20 million at the box office across roughly 1,700 theaters, despite being available to stream at home.

The success has been so overwhelming Netflix and Sony are already in early talks for a sequel. For Netflix, this represents the kind of breakout animated franchise the company has been chasing for years. But for Sony Pictures Animation, which created the film, the story is more complicated—and potentially represents one of the biggest missed opportunities in recent Hollywood history.

The making of the KPop Demon Hunters phenomenon

Sony Pictures Animation developed KPop Demon Hunters with a reported production budget of around $100 million, positioning it as a significant bet on the global appeal of both K-pop culture and supernatural adventure. Directed by Maggie Kang and Chris Appelhans, the film follows the fictional girl group Huntr/X as they battle demons while maintaining their pop-star careers. There’s a rival boy band called Saja Boys… you can imagine where this is going.

The creative gamble, so far, has paid off in surprising ways. The film’s soundtrack didn’t just complement the story—it became a genuine musical phenomenon, with “Golden” becoming the eighth K-pop song to hit #1 on the Hot 100, the first time a song from an animated movie reached that spot since “We Don’t Talk About Bruno” from Disney’s Encanto, and the first to feature female artists.

So far, the film has sustained its momentum. KPop Demon Hunters has now spent 10 consecutive weeks at #1 on Netflix’s movie charts, adding 25.4 million views in just the most recent week tracked. That kind of staying power is rare for any Netflix original, let alone an obscure animated film that isn’t from an established IP.

Sony’s deal—and what it walked away with

Obviously, KPop Demon Hunters is massive for Netflix. And Sony actually made the movie, so it should be equally massive for them, too, right? Well, not so much. Despite spending roughly $100 million to create what became a global phenomenon, Sony Pictures is expected to net only about $20 million in profit from what is potentially a billion-dollar franchise in KPop Demon Hunters; basically, a fraction of the upside. The reason lies in a 2021 distribution deal Sony struck with Netflix, designed to guarantee returns during the uncertain pandemic era.

According to Puck‘s Matthew Belloni, Sony agreed to a “direct-to-platform” arrangement where Netflix would pay back the film’s production budget plus an additional fee capped at $20 million per project. In exchange, Netflix retained all rights to the property and owes no additional profit participation, even as the film becomes a massive hit. This wasn’t Sony shopping around a finished film; Netflix essentially funded the production while Sony handled the creative work.

At the time, the deal made sense. Theaters were still recovering from pandemic closures, animated films were struggling at the box office, and Sony lacked its own major streaming platform. The arrangement guaranteed Sony would make a profit without risking a theatrical flop. But nobody—not even Netflix executives—predicted KPop Demon Hunters would become as big as it did.

To understand the magnitude of what Netflix acquired, consider what Red Notice represented for the platform. That 2021 action film starring Dwayne “The Rock” Johnson, Ryan Reynolds, and Gal Gadot held Netflix’s top spot for nearly four years, with its 230.9 million views becoming the benchmark for Netflix success.

KPop Demon Hunters blew past that number, but it also demonstrated something Red Notice couldn’t achieve: franchise potential. The film’s soundtrack success alone opens up revenue streams that most Netflix originals can’t touch. A reminder: four simultaneous Billboard top 10 hits. And the success of the theatrical sing-along experiment provides another data point for Netflix (and Netflix loves its data points). Netting $18 to $20 million in a single weekend across 1,700 theaters—roughly half the number of theaters a blockbuster release would get—suggests real audience demand for communal experiences around the franchise, which is promising if Netflix is looking at expanding into more physical spaces.

The missed opportunity for Sony

Had Sony kept the rights to KPop Demon Hunters, the company would be sitting on something potentially worth billions. But what truly acts as salt in the wound, and perhaps some form of cruel irony, is that last September, Sony’s own chief financial officer said this in an interview with the Financial Times:

“Whether it’s for games, films or anime, we don’t have that much IP that we fostered from the beginning,” said Sony CFO Hiroki Totoki. “We’re lacking the early phase [of IP] and that’s an issue for us.”

Sony has been candid about its struggles to develop lasting entertainment franchises beyond Spider-Man. Company executives have acknowledged the studio needs more original intellectual property fostered from the beginning—exactly what KPop Demon Hunters represents. Instead, Sony now watches Netflix leverage the property for sequels, merchandise, and much more.

The numbers make the missed opportunity even starker. For context, Netflix reportedly paid $465 million to acquire the rights to Seinfeld reruns. KPop Demon Hunters is an original property that has already proven global appeal, demonstrated theatrical viability, and created genuine music hits. The $20 million Sony will earn looks modest against that backdrop.

Early sequel talks and what’s next

The speed with which Netflix and Sony entered sequel discussions tells its own story. When a property breaks platform records, generates chart-topping music, and proves theatrical demand all within two months, the economics become clear quickly. Netflix wants to strike while the iron’s hot, and there’s a lot of potential for a KPop Demon Hunters universe.

For Sony, the sequel represents both vindication and frustration. The studio proved it could create a global hit, but the financial upside flows primarily to Netflix. While Sony retains the right to produce future installments, the terms of any new deals remain to be negotiated—and Netflix now holds most of the leverage.

The broader lesson extends beyond this single film. In an industry where intellectual property increasingly drives long-term value, the difference between owning a hit and creating one for someone else can be measured in billions. KPop Demon Hunters will likely generate revenue for Netflix across multiple films, series, consumer products, and live experiences for years to come. Sony, meanwhile, will move on to the next project, hoping lightning strikes twice.

For this story, Fortune used generative AI to help with an initial draft. An editor verified the accuracy of the information before publishing. 



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Quant who said passive era is ‘worse than Marxism’ doubles down

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Inigo Fraser Jenkins once warned that passive investing was worse for society than Marxism. Now he says even that provocative framing may prove too generous.

In his latest note, the AllianceBernstein strategist argues that the trillions of dollars pouring into index funds aren’t just tracking markets — they are distorting them. Big Tech’s dominance, he says, has been amplified by passive flows that reward size over substance. Investors are funding incumbents by default, steering more capital to the biggest names simply because they already dominate benchmarks.

He calls it a “dystopian symbiosis”: a feedback loop between index funds and platform giants like Apple Inc., Microsoft Corp. and Nvidia Corp. that concentrates power, stifles competition, and gives the illusion of safety. Unlike earlier market cycles driven by fundamentals or active conviction, today’s flows are automatic, often indifferent to risk.

Fraser Jenkins is hardly alone in sounding the alarm. But his latest critique has reignited a debate that’s grown harder to ignore. Just 10 companies now account for more than a third of the S&P 500’s value, with tech names driving an outsize share of 2025’s gains.

“Platform companies and a lack of active capital allocation both imply a less effective form of capitalism with diminished competition,” he wrote in a Friday note. “A concentrated market and high proportion of flows into cap weighted ‘passive’ indices leads to greater risks should recent trends reverse.” 

While the emergence of behemoth companies might be reflective of more effective uses of technology, it could also be the result of failures of anti-trust policies, among other things, he argues. Artificial intelligence might intensify these issues and could lead to even greater concentrations of power among firms. 

His note, titled “The Dystopian Symbiosis: Passive Investing and Platform Capitalism,” is formatted as a fictional dialog between three people who debate the topic. One of the characters goes as far as to argue that the present situation requires an active policy intervention — drawing comparisons to the breakup of Standard Oil at the start of the 20th century — to restore competition.

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In a provocative note titled “The Silent Road to Serfdom: Why Passive Investing is Worse Than Marxism” and written nearly a decade ago, Fraser Jenkins argued that the rise of index-tracking investing would lead to greater stock correlations, which would impede “the efficient allocation of capital.” His employer, AllianceBernstein, has continued to launch ETFs since the famous research was published, though its launches have been actively managed. 

Other active managers have presented similar viewpoints — managers at Apollo Global Management last year said the hidden costs of the passive-investing juggernaut included higher volatility and lower liquidity. 

There have been strong rebuttals to the critique: a Goldman Sachs Group Inc. study showed the role of fundamentals remains an all-powerful driver for stock valuations; Citigroup Inc. found that active managers themselves exert a far bigger influence than their passive rivals on a stock’s performance relative to its industry.

“ETFs don’t ruin capitalism, they exemplify it,” said Eric Balchunas, Bloomberg Intelligence’s senior ETF analyst. “The competition and innovation are through the roof. That is capitalism in its finest form and the winner in that is the investor.”

Since Fraser Jenkins’s “Marxism” note, the passive juggernaut has only grown. Index-tracking ETFs, which have grown in popularity thanks to their ease of trading and relatively cheaper management fees, are often cited as one of the primary culprits in this debate. The segment has raked in $842 billion so far this year, compared with the $438 billion hauled in by actively managed funds, even as there are more active products than there are passive ones, data compiled by Bloomberg show. Of the more than $13 trillion that’s in ETFs overall, $11.8 trillion is parked in passive vehicles. The majority of ETF ownership is concentrated in low-cost index funds that have significantly reduced the cost for investors to access financial markets. 

In Fraser Jenkins’s new note, one of his fictitious characters ask another what the “dystopian symbiosis” implies for investors. 

“The passive index is riskier than it has been in the past,” the character answers. “The scale of the flows that have been disproportionately into passive cap-weighted funds with a high exposure to the mega cap companies implies the risk of a significant negative wealth effect if there is an upset to expectations for those large companies.”



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Why the timing was right for Salesforce’s $8 billion acquisition of Informatica — and for the opportunities ahead

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The must-haves for building a market-leading business include vision, talent, culture, product innovation and customer focus. But what’s the secret to success with a merger or acquisition? 

I was asked about this in the wake of Salesforce’s recently completed $8 billion acquisition of Informatica. In part, I believe that people are paying attention because deal-making is up in 2025. M&A volume reached $2.2 trillion in the first half of the year, a 27% increase compared to a year ago, according to JP Morgan. Notably, 72% of that volume involved deals greater than $1 billion. 

There will be thousands of mergers and acquisitions in the United States this year across industries and involving companies of all sizes. It’s not unusual for startups to position themselves to be snapped up. But Informatica, founded in 1993, didn’t fit that mold. We have been building, delivering, supporting and partnering for many years. Much of the value we bring to Salesforce and its customers is our long-earned experience and expertise in enterprise data management. 

Although, in other respects, a “legacy” software company like ours — founded well before cloud computing was mainstream — and early-stage startups aren’t so different. We all must move fast and differentiate. And established vendors and growth-oriented startups have a few things in common when it comes to M&A, as well. 

First and foremost is a need to ensure that the strategies of the two companies involved are in alignment. That seems obvious, but it’s easier said than done. Are their tech stacks based on open protocols and standards? Are they cloud-native by design? And, now more than ever, are they both AI-powered and AI-enabling? All of these came together in the case of Salesforce and Informatica, including our shared belief in agentic AI as the next major breakthrough in business technology.

Don’t take your foot off the gas

In the days after the acquisition was completed, I was asked during a media interview if good luck was a factor in bringing together these two tech industry stalwarts. Replace good luck with good timing, and the answer is a resounding, “Yes!”

As more businesses pursue the productivity and other benefits of agentic AI, they require high-quality data to be successful. These are two areas where Salesforce and Informatica excel, respectively. And the agentic AI opportunity — estimated to grow to $155 billion by 2030 — is here and now. So the timing of the acquisition was perfect. 

Tremendous effort goes into keeping an organization on track, leading up to an acquisition and then seeing it through to a smooth and successful completion. In the few months between the announcement of Salesforce’s intent to acquire Informatica and the close, we announced new partnerships and customer engagements and a fall product release that included autonomous AI agents, MCP servers and more. 

In other words, there’s no easing into the new future. We must maintain the pace of business because the competitive environment and our customers require it. That’s true whether you’re a small, venture-funded organization or, like us, an established firm with thousands of employees and customers. Going forward we plan to keep doing what we do best: help organizations connect, manage and unify their AI data. 

Out with the old, in with the new

It’s wrong to think of an acquisition as an end game. It’s a new chapter. 

Business leaders and employees in many organizations have demonstrated time and again that they are quite good at adapting to an ever-changing competitive landscape. A few years ago, we undertook a company-wide shift from on-premises software to cloud-first. There was short-term disruption but long-term advantage. It’s important to develop an organizational mindset that thrives on change and transformation, so when the time comes, you’re ready for these big steps. 

So, even as we take pride in all that we accomplished to get to this point, we now begin to take on a fresh identity as part of a larger whole. It’s an opportunity to engage new colleagues and flourish professionally. And importantly, customers will be the beneficiaries of these new collaborations and synergies. On the day Informatica was welcomed into the Salesforce family and ecosystem, I shared my feeling that “the best is yet to come.” That’s my North Star and one I recommend to every business leader forging ahead into an M&A evolution — because the truest measure of success ultimately will be what we accomplish next.

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.



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The ‘Great Housing Reset’ is coming: Income growth will outpace home-price growth in 2026

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Homebuyers may experience a reprieve in 2026 as price normalization and an increase in home sales over the next year will take some pressure off the market—but don’t expect homebuying to be affordable in the short run for Gen Z and young families.

The “Great Housing Reset” will start next year, with income growth outpacing home-price growth for a prolonged period for the first time since the Great Recession era, according to a Redfin report released this week. 

The residential real estate brokerage sees mortgage rates in the low-6% range, down from down from the 2025 average of 6.6%; a median home sales price increase of just 1%, down from 2% this year; and monthly housing payments growth that will lag behind wage growth, which will remain steady at 4%.

These trends toward increased affordability will likely bring back some house hunters to the market, but many Gen Zers and young families will opt for nontraditional living situations, according to the report. 

More adult children will be living with their parents, as households continue to shift further away from a nuclear family structure, Redfin predicted.

“Picture a garage that’s converted into a second primary suite for adult children moving back in with their parents,” the report’s authors wrote. “Redfin agents in places like Los Angeles and Nashville say more homeowners are planning to tailor their homes to share with extended family.”

Gen Z and millennial homeownership rates plateaued last year, with no improvement expected. Just over one-quarter of Gen Zers owned their home in 2024, while the rate for millennial owners was 54.9% in the same year.

Meanwhile, about 6% of Americans who struggled to afford housing as of mid-2025 moved back in with their parents, while another 6% moved in with roommates. Both trends are expected to increase in 2026, according to the report.

Obstacles to home affordability 

Despite factors that could increase affordability for prospective homebuyers, C. Scott Schwefel, a real estate attorney at Shipman, Shaiken & Schwefel, LLC, told Fortune that income growth and home-price growth are just a few keys to sustainable homeownership. 

An improved income-to-price ratio is welcome, but unless tax bills stabilize, many households may not experience a net relief, Schwefel said.

“Prospective buyers need to recognize that affordability is not just price versus income…it’s price, mortgage rate and the annual bill for living in a place—and that bill includes property taxes,” he added.

In November, voters—especially young ones—showed lowering housing costs is their priority, the report said. But they also face high sale prices and mortgage rates, inflated insurance premiums, and potential utility costs hikes due to a data center construction boom that’s driving up energy bills. The report’s authors expect there to be a bipartisan push to help remedy the housing affordability crisis.

Still, an affordable housing market for first-time home buyers and young families still may be far away.

“The U.S. housing market should be considered moving from frozen to thawing,” Sergio Altomare, CEO of Hearthfire Holdings, a real estate private equity and development company, told Fortune

“Prices aren’t surging, but they’re no longer falling,” he added. “We are beginning to unlock some activity that’s been trapped for a couple of years.”



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