Disney talks about Animes having more Acceptable Expressions for the Global Market
We already know that Japanese animation is no longer considered a niche, but rather mainstream, where many people can be interested in the content provided by such anime.
In a recent interview, a Disney Plus Japan executive named Takuto Yawata said that the anime industry is shifting towards more acceptable expressions with the idea of attracting an even larger audience, particularly in the West.
Disney talks about Animes having more Acceptable Expressions for the Global Market
Disney Plus is strong in acquiring major titles such as Bleach: Thousand-Year Blood War, Ranger Reject, and Sand Land. When asked about anime no longer being niche, with more people being drawn to the theme, Yawata said:
“There is no doubt that we have undergone very significant changes in the last 10 years. Now, Japanese animation is entering its golden age.”
“What has changed compared to 10 years ago is that we thought of the business as a set of videograms and TV broadcasts and made works for those who could buy videograms.”
“We were making films for people who could buy videograms. Videograms still exist today, of course, but distribution (streaming) has become more common and the target audience is no longer limited to the domestic market. The rise of streaming distribution is the reason why it has spread globally. It is playing a very important role as a communication tool for users around the world, and I believe Japanese animation is still in the process of evolving.”
Yawata continued: “A few years ago, the North American market was growing, so we focused on telling stories that would be well received in North America. In Asia, a different genre was being received, and we, as creators, were aware of the fact that we had to focus on the domestic, North American, and Asian markets.”
“Now, however, the same fun and excitement can be experienced simultaneously in any region,” he added. “This is how Japanese animation has become common worldwide. What we thought was for the Japanese market is now accepted in all regions. I believe the market has matured in that sense.”
Yawata was then asked: “Japanese animation has a unique history of evolution that is not found anywhere else. There is even a kind of radicalized expression. When it comes to distribution to the world, is it necessary to change the style?”
Yawata opined: “I don’t think there has been any major change. The fundamental narrative, the precision of the action, etc., have not changed, but there may be a shift towards the adoption of more acceptable expressions.”
“To be seen by many people, expressions that do not hurt or deceive people should be considered certain. This is not a negative thing, but perhaps an evolution. When videograms were the focus, there was a tendency for only those who wanted to buy them to do so, but our awareness is changing because now we are distributing to a larger market through a service that can be viewed at any time by both adults and children.”
That said, Yawata’s main concern was that the anime distributed on Disney Plus provides viewers with a worthwhile story.
“I want to reiterate that our main focus is the best storytelling. We do not have a specific genre or style of work in mind, and since our service is viewed by a diverse audience, we do not focus on any specific genre.”
Yawata also addressed the concern many fans have about Disney acquiring the exclusive rights to major franchises like Bleach and Macross.
“We understand that the exclusive distribution of Japanese animation on Disney Plus was received with some surprise. We are a distribution platform, but we also participate in the productions we distribute, so we want to contribute to the excitement of the productions, not just stick to our own distribution, as has been the case with films like Sand Land.”
“The best example of this is the expansion of our collaboration with Kodansha, where we are focusing on ways to increase excitement beyond our position as a distribution platform.”
“We are working hard to make our partners and fans feel the benefits of exclusive distribution. As Disney Plus, we are trying to help bring the best of Japanese creativity and storytelling to the world. The narrative has evolved, and now there is a market that accepts anything that deviates from the mainstream.”
“We also believe that, no matter the setting, the point where people are touched remains the same, even if it is universal. What is the best narrative? We believe it is universal and can provide an equally good emotional experience for any period of time, any country, any region, and any generation. The combinations are endless, and while new ones are continuously created, some things will never change,” concluded Yawata.
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