The Japanese Market for UK Films - BFI

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2-6 Proposals (1) Critical problems of British film in the Japanese Market There are not many UK films recognized as UK-made by the Japanese. Many are misunderstood to be American films or thought to be other European films. In other words, one of the reasons why UK films remain in a niche position in Japan is that there are few icons or symbols representing UK film such as famous actors/actresses, script writers, original works, characters, etc .known to Japanese distributors and Japanese audiences. (2) Framework of Proposal Distributors do not buy films that are unlikely to be accepted by audiences but at the same time audiences have few chances to see films that distributors do not supply. To establish a stable position for foreign films, it is necessary to plan strategically to develop preferred distributors and to appeal to audiences in the short and long term. Of the proposals as below, options a, b, and f are most strongly recommended. Short range planning Long range planning Strategic Planning for UK film in the Japanese Market Developing distributors UK preferable Appeal to ordinary audience a. UK Film Festival / Market a. UK Film Festival / Market e. Production/ Promotion using key UK icons among Japanese b. Pricing strategy (setting reasonable distribution price in line with distribution revenue). c. Database of Archives accessible Distributors. by Japanese d. Promotion of Co-production between UK and Japan 120 f. Penetration through TV Drama d. Promotion of co-production between UK and Japan
(3) Details of proposals a) UK Film Festival / Market The only country which has established a position in the Japanese market except for the US and Korea is France. One of the reasons is the continuous effort of UniFrance for years. Since 1993, UniFrance has held a Festival du Film Francais au Japon every year. Many producers, directors, actors/actresses and distributors are organized into a large delegation which comes to Japan every year, holding major events in prestigious places in Tokyo Central Business District 13 。 Needless to say, this effort contributes to the development of distributors and an audience who recognize French films as French-made. Otherwise, there are few imported films able to compete with Hollywood films that are advertised in high volume through TV commercials and other methods. Other than Japanese domestic films and Hollywood films, French films, for example “Le Fabuleux Destin d'Amélie Poulain” “La Marche de l'empereur,” have recorded good results in Japan. We propose the planning of a UK Film Festival / Market in Japan. The objective of this initiative is to develop UK film icons /symbols among Japanese distributors and audiences. British films like Train Spotting and Elizabeth have a stronger British feel for the Japanese compared with Hollywood studio productions like Harry Potter and the 007 series. One of the options may be to emphasize the British pedigree of these British independent films. Another option is to use the celebrities of well-known US/UK co production films like Harry Potter and the 007 series for publicity with a British angle. Another effective way of promotion would be to invite many Japanese distributors to future screenings of UK films in London in the way that France (UniFrance) holds Paris - Rendez-vous with French Cinema in Paris. In addition, UK films could be advertised. As a reference, the London event - London UK 13 Screenings in TOHO Cinemas ROPPONGI Hills,CINEMA MEDIAGE, market and seminars in ANA Intercontinental Tokyo and reception in Tokyo Metropolitan TEIEN art Museum in 2007. 121
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The Japanese Market for UK Films No
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CONTENTS Executive Summary Part One
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of Japanese earnings.) The Japanese
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2. UK FILM MARKETPLACE Records show
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Part One The Japanese Market 9
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Fig 1-1-2 Film releases - Japanese
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illion yen (around US$90m). There w
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Cinema admission fees Cinema admiss
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more multiplexes have opened but to
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this date is usually agreed through
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Once a movie is given the green lig
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(6) Multiplex booking pattern 1) Or
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1-3 Art House Theatres in Tokyo In
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Table 1-4-1 List of Digital Cinema
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According to the web site of D-Cine
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- Management of Digital Cinema scre
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to have planned 10,000 mobile digit
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ecause they were too busy taking ca
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1-6 The Current Print and Advertisi
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Independently owned theatres have b
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1-7 Titles Released, by Country of
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(2) Foreign film releases in 2006 c
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1-8 The Rise of Asian Markets and C
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U.S $(million) 1200 1000 800 600 40
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most popular stars including Bae Yo
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Both films became record-breaking h
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2003 $30,979,000 +107% $13,893,000
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1-9 TV, DVD, VOD and Other Media (1
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NHK is the public broadcaster in Ja
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17 26,1% Spirited Away 2004・12・
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Other BS Channels (Sister Channels
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Network Japanese imported Sum. Tabl
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Table1-9-5 List of major cinema cha
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(5) Cable Television Japanese cable
Page 69 and 70: Discovery Channel & Discovery Chann
Page 71 and 72: NTT GROUP NTT group has 3 IP multic
Page 73 and 74: Fig 1-9-3 Broadband Content (Genre
Page 75 and 76: Broadband Market Size From the char
Page 77 and 78: 65% 20% Fig 1-9-6 DVD PURCHASE 6% 3
Page 79 and 80: Genre Lifestyle, Travel Play, Comed
Page 81 and 82: Source: Japan Video Software Associ
Page 83 and 84: 43% Fig 1-9-9 DVD RENTAL Expenditur
Page 85 and 86: In 2006 a number portability system
Page 87 and 88: Part Two The UK Film Marketplace in
Page 89 and 90: Table 2-1- 2 UK films released in J
Page 91 and 92: Table 2-1- 4 UK films released in J
Page 93 and 94: Fig.2-2-1 The Number of films distr
Page 95 and 96: In term of efficiency (average BOR
Page 97 and 98: (Company) Fig.2-2-4 The Number of U
Page 99 and 100: Fig.2-2-6 Number of DVD titles by d
Page 101 and 102: 2-3 Institutional regulation and An
Page 103 and 104: The rating of films is conducted by
Page 105 and 106: Table 2-3-1 Revised offer by the Ja
Page 107 and 108: culture of co-production with forei
Page 109 and 110: 2-4 The Market for UK Independents
Page 111 and 112: Fig 2-4-2 UK film market share in B
Page 113 and 114: Fig 2-4-5 UK film market share in D
Page 115 and 116: *Drama(1) 24 HEURES DE LA VIE D'UNE
Page 117 and 118: *Adventure *SF ALEXANDER AROUND THE
Page 119: (6) Titles based on well known orig
Page 123 and 124: market was expanding more rapidly,
Page 125 and 126: Table 2-9-1 The perception of the U
Page 127 and 128: Table 2-9-2 TV Programme Imports in
Page 129 and 130: Appendix 129
Page 131 and 132: Association List 2-5 Japan Film Mak
Page 133 and 134: Association List 4-5 Japan Audio-Vi
Page 135 and 136: A-2 Distributors List Distributor L
Page 137 and 138: Distributor List 3-8 Desperado Inc.
Page 139 and 140: Distributor List 5-8 Nikkatsu Corpo
Page 141 and 142: Distributor List 7-8 SYNERGY 3rd Fl
Page 143: A-3 Exhibitors List TOHO cinemas Wa
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The Japanese Market for UK Films - BFI

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