How Sony leveraged data to make the Demon Slayer film a hit

Cross-group platform lifts marketing returns and sharpens strategy

A new team broke down walls and connected disparate silos within the Sony Group to find fans lurking in unexpected corners like financial services. This helped "Demon Slayer: Kimetsu no Yaiba -- Infinity Castle Arc, Chapter One: Akaza Returns" gain hit status.

TOKYO -- A Sony Group team that analyzes fan data across games, anime and other businesses is delivering results. The team proposes ways to raise the value of intellectual property (IP) handled by multiple group companies, including the anime franchise Demon Slayer: Kimetsu no Yaiba. In the film business, advertising efficiency has more than tripled.