The Japanese Market for UK Films - BFI

1-6 The Current Print and Advertising (P&A) Situation
P&A costs are increasing every year, most notably the media-buying price for TV
commercials. Newspaper and radio media prices are flat. Internet and mobile
media is used increasing and is not expensive compared with TV, but TV
commercials are still the most effective way to reach an audience.
As explained in chapter 3, there are 3 theatrical release patterns in Japan,
nationwide release, expanded release and limited release. There are differences
between foreign and domestic distribution and additionally in the case of foreign
films, there are distinctions between films presented by studios and independent
distributors. Following are some sample figures to illustrate the differences
between the categories. Figures are estimates based on industry standards.
(1) Foreign Films
Foreign films by top studios and blockbusters – Nationwide release
(For example, “Pirates of the Caribbean: At World’s End”, “Harry Potter and the
Order of the Phoenix.”)
Number of Screens: 600 to 900 screens
Advertising Costs: 1.5 to 1.8 billion yen (US$12 to 15 million)
Print Costs: 90 to 135 million yen (US$800K to 1.1 million)
Total Costs: 1.6 to 2 billion yen (US$ 13 to 17 million)
(Exchange rate 1US$=125 yen)
Disney Studio’s blockbuster film, “Pirates of the Caribbean: At World’s End”, has
the momentum to accomplish box office receipts of 10 billion yen (US$85 million).
“Spider-man 3” is likely to make 7 billion yen (US$60 million). The Studios
ensure 800 to 900 screens for such titles and allow 1.6 to 2 billion (US$13 to 17
million) worth of P&A Costs. But “Shrek the Third” cost US$15 million worth of
P&A and only took box office receipts of 2 billion yen, (US$17million). “300”
cost 1 billion yen (US$8 million) and made box office receipts of 1.6 billion yen
(US$14 million). However, DVD and TV broadcast generate additional income.
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