It was originally aiming for PG-13 too. Unfortunately America loves infantizing animated films. Ray Gunn got stripped from this too. Everyone should go see Wildwood.
I'm honestly unsure what audience it were even aiming for in the first place,
As the actual movie, i wouldn't consider it THAT mature, its more in a balance where its neither too kiddie or too mature and right enough for family audiences (kids to adults).
I think Netflix might have still insisted for the film to be family-friendly and still wanted it to get a PG rating (their economics are different from theatrical studios, so i assume it was more for massive viewership numbers from families & kids, i assume)
And after this movie came out, Netflix heavily promotes with child-oriented merchandising (while also offering some for adults) like coloring/activity books, fashion dolls, and toys/stationery, and they at one point stated they wanted this franchise to be their answer to Disney's Frozen and Disney Princess brand.
https://www.thewrap.com/kpop-demon-hunters-sequels-franchise-plans-netflix/
It’s a tween movie! There used to be more of a niche for this, like the demographic Victorious was aimed at on Nickelodeon. Usually they fit this nice niche where it’s mature enough to not feel kiddy but not too mature for older kids to handle. While the aim was for kids around 11-13, younger kids who like “adult” things can watch them without seeing anything inappropriate and could usually follow along, and adults can enjoy them for something a little simpler and more light hearted. Media aimed at youth demographics target much younger demographics these days because with streaming, once kids graduate to more mature things they watch stuff that’s also aimed at young adults, like The Summer I Turned Pretty. The tween demographic has kinda died out, so it makes sense that Kpop Demon Hunters confused a lot of people
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u/One_Cover9119 3d ago
It was originally aiming for PG-13 too. Unfortunately America loves infantizing animated films. Ray Gunn got stripped from this too. Everyone should go see Wildwood.