The box office of "Your Name" "exploded" in China. Fantasy love caters to the escape psychology of the 90s? Is the right time to enter the market? Is this success a flash in the pan for Japanese animation overseas?
The Japanese cartoon "Your Name" became popular in China and became popular in China, becoming the highest-grossing Japanese film in China's history.
Although there are no big Hollywood stars and no thrilling stunts, since its release in early December, it has earned nearly $78 million!
So bright, where is the mystery?
Avoidance psychology
"Your Name" directed by 43-year-old Makoto Shinkai tells the love story of two boys and girls who travel through time and space and exchange bodies. The lover who is intoxicated with love and the dreamy plot capture the imagination of Chinese audiences.
Looking for evidence? Just look at the ratings of the Chinese "Maoyan Movie" website: an average of 9.3 out of 10. One viewer commented that the film was too beautiful to describe in words, and that every scene was like a painting.
But perhaps it is the film's fantastical nature that appeals to young Chinese who want a little escape.
A fan said that watching this movie made him miss his youth very much and was very moved.
The timing is right
Film experts believe that the right timing of "Your Name" has resonated with Chinese young people. Jonathan Papish, an analyst at China Film Insider, said, "This is a love story aimed at the post-90s generation with the highest percentage of disposable income, an age group that has been driving box office hits." "
Papish also said that two-dimensional culture is becoming more and more popular among young Chinese, and "Your Name" fits this trend well.
There are 200 million young consumers in China, and the young entertainment market is expected to expand rapidly. According to China's CITIC Securities, the youth entertainment market will double in size to 500 billion yuan ($76 billion) within a few years.
Papish said that while China's investment in Hollywood has never been stronger (as evidenced by Dalian Wanda's investment), the Chinese market is still looking forward to more films outside of Hollywood. Chinese consumers are seeking international tastes in fashion, travel, buying habits, etc., why not movies?
One-hit wonder?
"Your Name" grossed nearly $78 million, replacing Doraemon: Walk with Me as the highest-grossing Japanese film ever made in China.
For cartoon producers, this may just be the tip of the iceberg. According to the Japan Animation Association, overseas sales of Japanese animation increased by nearly 80% last year to nearly $300 million, but the association could not determine how much of that came from the Chinese market.
However, one thing is certain: success is not guaranteed. Rance Pow, president of Artisan Gateway, an Asian film consultancy, said: "Japanese animation is famous and popular in China, but not all films are box office successes. "
Of the 11 Japanese films released in China this year, 9 are cartoons, but only 3 of them grossed more than $20 million.
Pow believes that famous Japanese "chain films" that already have a fan base in China may perform well, especially those that will be welcomed by the post-00s generation who have grown up with many of these characters.
However, Japanese films' revenues still lag behind Hollywood blockbusters released in China: "Fast and Furious 7" grossed more than $350 million, "Transformers 4: Reborn" $286 million, and "Zootopia" $221 million.
Innovative markets
So, is Japanese animation aimed at foreign markets?
The success of "Your Name" is not limited to China, it also recently won the 2016 Los Angeles Film Critics Association Award for Best Animated Film and is likely to be nominated for an Oscar.
However, the film's producers say the Japanese market remains their focus.
Genki Kawamura of Toho, a Japanese film distribution company, said, "Generally, Japanese companies can operate entirely in the domestic market, so from a business point of view, they don't think about having to go overseas." "
However, dubbing has helped us break through language barriers, and through animation, we can express the big world and share it with more overseas audiences without using big sets and big locations. "
Success in overseas markets could become an increasingly important source of revenue for the Japanese animation industry.
Although animation resonates with young people in Japan, its appeal will gradually diminish as the target audience in Japan gets older.
Sejiro Takeshita, a professor of management and informatics at Shizuoka University, said, "In 2025, Japan's population over the age of 65 will account for more than a quarter of the total population, and Japan's birth rate is lower than that of Germany and all other OECD countries." "
"Putting these factors together, it would be better for Japanese companies to start thinking about expanding overseas and creating new market demand."