Gekijōban (theatrical version) anime as feature films in anime franchising

Abstract

Abstract This article analyses one of the most ubiquitous but overlooked categories of Japanese cinema: gekijōban. Straddling Japanese franchising from live action to animation, gekijōban films have appeared in Japanese cinemas for decades, becoming one of the most significant facets of Japanese serial media production. This article investigates how gekijōban films have sailed beneath theoretical radar both in Japan and beyond by first analysing existing theories on media mix, before outlining some of the trends in gekijōban production and then concluding with a media mix case study, Meitantei Konan (Case Closed), in order to understand why it is that these franchise films have become so common and yet have remained so obscure. I argue that by refocusing attention on these overlooked films, we can see media mix management in practice and process, and understand the roles these often extremely popular films play within Japanese media franchising.