EIGA JAPAN.COM MARKETING SUMMARY TO: Sony Pictures International FROM: MarketCast International DATE: 24 March, 2011 EARTHQUAKE NOTE: Going to the cinema may help people get their mind off the devastation. All of our panellists survived the earthquake/tsunami and did not suffer any significant injuries. The following report reflects comments from our panellists that were posted before and after the earthquake. From the start of Wave 2 (a week before the earthquake), we originally posted a topic asking about any buzzworthy news stories in general (film related or not) that made an impact on our panellists. Prior to the earthquake in Japan, some people made comments about the heartbreak they felt toward the victims in New Zealand during that earthquake. Others made some comments about the students cheating on the Kyoto university entrance exam. After the earthquake in Japan, we had less activity on the site in general. Teens have been the most vocal about the earthquake news and their impression of what they are seeing in the media: Just watching the news makes my heart ache. I really hope that they recover soon. The movie world is also sending their condolences and everyone encouraging Japan really makes me happy. Edward Norton put up a charity site and Angelina Jolie is planning a charity concert. It really makes me glad and I m really grateful. (Male, 16 18) It really hurts when seeing all those videos When I see them, being able to watch films or just being happy makes me feel guilty. It seems there are some cinemas where they ve put off the release of films. (Male, 16 18) My neighbors ran away to Kyoto! Was it because of radiation or the lack of food? I just couldn t ask (Female, 16 18) It is such a disaster that has happened to Japan. I m really worried for the victims of the quake. I think the only thing I can do at the moment is conserving energy. (Female, 16 18) There s only so much a high school student can do and though it s hard to keep watching the news, I end up watching anyway (Female, 16 18) A 50 year+ man also noted that he felt he would not be visiting the cinema in the near future because of the earthquake, while a women of the same age range commented that since the earthquake/tsunami news has been so upsetting recently, I may go see my favourite SP film to cheer myself up next week. Eiga-Japan Marketing Memo 1
WHAT S HOT? Going to the cinema is an event that people want to be fully immersed in. The big screen experience with high quality sound systems help many people feel completely absorbed in the film, especially if the seats are comfy. For some, the entire experience at the cinema is important to their enjoyment. As one 50 year+ women explains, Comfy seats, going up on the escalator to the top floor. Makes me feel like I m going up the staircase to stardom! The time that I spend in the cinema is very important. Even with a big screen, you can t get this experience at home. I think there are many ways to enjoy cinema, but I like going to the city center cinema. A similarly aged man has also been recently influenced by 3D and Imax technology as an added attraction to the experience, even if it requires a longer distance to travel: I had to go out of the city by a car, but I have been there 3 times recently and have seen, AVATAR, INCEPTION and TRON there. Teens have also been impressed by 3D as a recent enhancement to their cinema going experience, with the increase in 3D films there are films which you can only really enjoy at the cinema (Male, 16 18). For some it depends on the type of film, such as action films being often pointed out as a very suitable genre to see on the big screen. As one 19 24 year old man comments, Of course the story is important but the reason I go to the cinema is because of the quality of the film, which is why when it s a quiet film I ll watch it at home. Big city and small city cinema going experiences are different. Many equate big city cinemas with multiplexes offering a big selection of films, new facilities, and big screens. In comparison, cinemas in smaller (more suburban) areas are recognized as more intimate experiences (suitable for more dramatic type films) with fewer films showing, smaller screens, and old/less comfortable facilities. As one man in his 50s noted: I am quite short, so I used to have a hard time seeing the screen if someone tall sat in front of me. But in the cinema complex screens, the seats are so large and spacious that I don t have that problem now unless of course there is a very tall person sits in front of me! There are a few films that I would like to see which is only shown in those independent cinemas, which is a bit of a headache for me. Seats aren t as comfortable, so I can t really relax. However, there s not a strong preference for either type of cinema, since both have their pros and cons. I think if you were going on a date or something then the bigger one would feel more fun and you feel as though you ve come to see a film. But I think smaller ones also have their good points just like the larger cinemas. There s a small cinema I go to often and when I have time, I can see several films in a really relaxed way. It s also cheap (Male, 19 24). On the other hand, a teen male (16 18 years) adds that, big [city] screens definitely have the impact! But I think it s not just that but also about enjoying the feel of the film. I think you want to enjoy films because of the impact (otherwise you would just watch it on DVD) so if the quality of the sound is better, then it makes the experience better as well and I also like the larger seats in the newer cinemas as well. Eiga-Japan Marketing Memo 2
There is also a difference seen in the types of people who attend these smaller city venues: The independent cinemas only show very selected films, so those people who come see those films have somewhat better manners [compared to bigger city cinema venues] and I like that (Female, 50+). Western period films are not widely popular unless there s a famous actor/filmmaker or historical figure attached to it. This topic is a relatively new addition to the site, so the comments have not been extensive. So far, however, interest in these types of films depends on the popularity of the cast/filmmakers and historical figure depicted in the story. Notably, these factors may be an advantage for Sony s marketing campaign for the upcoming film ANONYMOUS about the conspiracy theory surrounding Shakespeare directed by Roland Emmerich. More specifically, the idea of a film about a controversial Shakespeare story from the same director of 2012, The Day After Tomorrow, and Independence Day could be a significant selling point of the film in Japan to grab people s attention and build their curiosity about its look and feel. MOVIES RECENTLY SEEN The Social Network Teens most often commented about seeing and enjoying The Social Network mainly because of the director s previous films and its true story basis. Other teens and younger adults who had not seen it yet were very interested because of its Academy Award nominations. The Tourist Several people 20 years+ commented about seeing or wanting to see The Tourist because they could not miss a Depp/Jolie film and they were intrigued by the Venice settings: Depp s character was quite different from his other characters so you get to see an unexpected side of him. Angelina Jolie was so sexy and beautiful. The content is rich and the story is unpredictable. I recommend it! (Female, 25 34) The Chronicles Of Narnia: Voyage of the Dawn. Fans of the previous Narnia films were excited about the third movie and many were impressed by its visual spectacle (especially seeing it in 3D) and the story that was easily understandable. As one man 50 years+ put it, I went to see it with my family. You don t have to think too much and it has given me courage and hope. Plus, Aslan is still considered the favourite character ( Aslan was so cool [Female, 19 24]). Eiga-Japan Marketing Memo 3
Taiheiyo no Kiseki (aka Oba: The Last Samurai) Several teens commented on seeing or wanting to see Taiheiyo no Kiseki because of its historical context. As one teen girl put it, I think it s important for people to know what happened in the war. Another teen girl added, I think Japanese people should really know about their history. COMING UP. Battle: Los Angeles VS. OOO Den O All Riders Prior to the earthquake and the rescheduling of the release of Battle: Los Angeles, we received many comments indicating that Battle: Los Angeles would have been their first choice because of the appeal of the disaster film genre and the alien invasion concept (e.g., comparisons were made to War Of The Worlds and Cloverfield in a good way). However, these sentiments have most likely changed since the earthquake. The new Kamen Rider film was recognized more for the fans, younger kids, or families. Gantz: Perfect Answer There is a strong level of anticipation for the Gantz sequel as the popularity of the manga series created a great deal of curiosity about the films versions. The cliff hanger ending in the first Gantz film was a very compelling reason to see the sequel, even among audiences who were not fans of the manga series There might be an unexpected ending (Female, 25 34). 14 Blades vs. Princess Toyotomi vs. (Tezuka Osamu s) Buddha We provided links to each of these films trailers and asked respondents for their top choice. Princess Toyotomi was the most popular choice because its trailer gave our panellists the biggest impression of a film not to be missed in the cinema ( the others look like you can see it on DVD [Female, 16 18]). The Osaka settings in Princess Toyotomi gave the story a distinct edge as something unusual. Plus, a few people noticed the catch line at the end of the Princess Toyotomi trailer, Osaka has stopped, as something that increased their curiosity. A couple people mentioned their interest in 14 Blades because of its Chinese story being of some interest. The story of Buddha and familiarity with the manga was (Tezuka Osamu s) Buddha s most compelling angle. Eiga-Japan Marketing Memo 4
Which one sounds more interesting? A new Spider Man, a Hollywood version of 47 Ronin, or a live action film of the manga Wild 7 Based on recent Japanese movie news we provided our panellists about each of these new releases, a new Spider Man was the more popular choice mainly because people enjoyed the first three films and are curious about how different the new film will be. There is also some impression that 47 Ronin and Wild 7 might miss the mark: Out of those three, I am most interested in Spider Man. I think it is always hard to beat the world of animation by a live action and I doubt Americans would understand the meaning of Chusingura [aka the story that 47 Ronin is based on]. I have seen the American remakes of Shall We Dance and My Dog, Hatchi and I wish they didn t make these films! On the other hand, some of the younger groups are curious about the buzz 47 Ronin has already created with its recent press conference. Wild 7 s story also sounds interesting to a few teens: Wild 7 looks good! I like seeing how the films change from the manga versions! I don t know the manga but I read the storyline and it made me interested! (Female, 16 18) I think Wild 7 will also be a film to watch out for. (Male, 16 18) Below are the links to the news updates about these releases that we provided our panellists: Spider Man: http://www.cinematoday.jp/page/n0022412?g_ref=twitter Wild 7: http://www.cinematoday.jp/page/n0030626 47 Ronin: http://www.cinematoday.jp/page/n0030763 Eiga-Japan Marketing Memo 5