AnimeAnime

Anime’s popularity in the USAnime’s popularity in the US Anime Expo drew huge crowds: 9,700 in 2001 to Anime Expo drew huge crowds: 9,700 in 2001 to

40,000 in 2006. Since then, slower growth has 40,000 in 2006. Since then, slower growth has been evident: by 2011, only a small rise: 47,000.been evident: by 2011, only a small rise: 47,000.

The US audience for anime is mainly male teens The US audience for anime is mainly male teens and adults, according to a recent survey at an and adults, according to a recent survey at an SPJA expo in New York, though there have been SPJA expo in New York, though there have been increasing numbers of anime films and TV increasing numbers of anime films and TV programs aimed at girls.programs aimed at girls.

2002: Anime Network on cable; now deceased. 2002: Anime Network on cable; now deceased. There are currently increasing on-demand There are currently increasing on-demand outlets, though.outlets, though.

Spirited AwaySpirited Away, directed by Hayao Miyazaki, won , directed by Hayao Miyazaki, won the Academy Award for Best Animated Feature the Academy Award for Best Animated Feature in 2003.in 2003.

Cultural RootsCultural Roots

Anime is intended to be an art form, Anime is intended to be an art form, closely connected to Japanese traditional closely connected to Japanese traditional culture and beliefs, thus contrasting with culture and beliefs, thus contrasting with the US school of cartooning, which is the US school of cartooning, which is generally seen simply as an entertainment generally seen simply as an entertainment product to be marketed.product to be marketed.

Its immediate source is manga, similar to Its immediate source is manga, similar to our graphic novels, which cover a wide our graphic novels, which cover a wide variety of subjects and are often targeted variety of subjects and are often targeted to specific groups.to specific groups.

Osamu Tezuka’s Manga series - Astroboy (aka

Tetsuwan Atomu)

Robot & Sci-Fi SeriesRobot & Sci-Fi Series Astroboy (1963) led to an Astroboy (1963) led to an

anime explosion on US cable anime explosion on US cable TVTV

American adults were the American adults were the first audience, often first audience, often replicating the obsessive replicating the obsessive devotion of devotion of Star TrekStar Trek fans in fans in the 70s.the 70s.

Typical US anime fan (1960-Typical US anime fan (1960-90) was:90) was:• predominately male predominately male • technically orientedtechnically oriented• 70-80% college educated 70-80% college educated • between 25-30 years oldbetween 25-30 years old

On Oct 3, 1982, a show that involved robots hit the Japanese airwaves: Macross.

It introduced the concept of the transformable robot for the first time, a concept copied by later shows like The Transformers.

In 1985, Harmony Gold brought the US rights to Macross and 2 other robot shows and combined the three into an 85 episode show called Robotech.

With the advent of the With the advent of the Internet, by the mid 1980s, Internet, by the mid 1980s, fans could communicate fans could communicate with other fans—and they with other fans—and they did.did.

The continuing popularity of The continuing popularity of anime eventually prompted anime eventually prompted Japanese producers to Japanese producers to release an animated release an animated theatrical release in 1990: theatrical release in 1990: Katsuhiro Otomo’s Katsuhiro Otomo’s AkiraAkira..

Bring on the MechaBring on the Mecha

More Americans got excited by anime in 1993, when the Fox Channel aired a re-edited, re-dubbed, eventually partially re-shot version of the Japanese series, Super Sentai (Task Force), retitled Power Rangers. It was an instant hit and created an anime frenzy.

Power Rangers (as they were in the ‘90s)

Super Sentai (1973)

By the middle ‘90s: By the middle ‘90s: Action and . . .Action and . . .

Dragonball Z (1995) Dragonball Z (1995) explosion of action anime explosion of action anime Audience saw the kind of intricate and creative Audience saw the kind of intricate and creative

fighting animation never seen before in any other fighting animation never seen before in any other cartoon.cartoon.

DBZ intense action animation style even influenced DBZ intense action animation style even influenced major Hollywood releases such as major Hollywood releases such as The MatrixThe Matrix..

Sailor MoonSailor Moon on TV in 1995 was on TV in 1995 was another pivotal point - the show another pivotal point - the show didn't do too well in the ratings didn't do too well in the ratings in its first run, but it picked up a in its first run, but it picked up a cult following.cult following.

Since Sailor Moon drew in so Since Sailor Moon drew in so many young girls, US many young girls, US distributors stopped catering distributors stopped catering exclusively to male science exclusively to male science fiction fans and started bringing fiction fans and started bringing in titles that would appeal to in titles that would appeal to females, which paved the way females, which paved the way for other female-oriented anime for other female-oriented anime titles, especially others titles, especially others emphasizing romance, comedy, emphasizing romance, comedy, and adventure themesand adventure themes

. . . Girl Power

Kids with Pets &ToysKids with Pets &Toys

The next transformation came in The next transformation came in 1998-1999 with 1998-1999 with PokemonPokemon. .

PokemonPokemon represented a new anime represented a new anime business model: release a toy, then a business model: release a toy, then a video game, trading cards and a TV video game, trading cards and a TV show.show.

PokemonPokemon was also key because it was was also key because it was the first TV show where producers did the first TV show where producers did not disguise the fact that anime was not disguise the fact that anime was Japanese. Japanese.

PokemonPokemon products became a products became a worldwide phenomenon and US worldwide phenomenon and US children were hooked. children were hooked.

Pokemon paved the way for other popular similar series such as Monster Rancher, Digimon, Yu-Gi-Oh!, and Card Captor Sakura

What makes Anime different?What makes Anime different? By the 1980s, cartoons in the US were seen as By the 1980s, cartoons in the US were seen as

strictly kidvid, with plots following a formula that strictly kidvid, with plots following a formula that guaranteed happy endings & no real guaranteed happy endings & no real consequences for violent encounters: no one dies.consequences for violent encounters: no one dies.

Japanese Anime were bound by no such Japanese Anime were bound by no such restriction:restriction:• Most Japanese anime TV series are designed to Most Japanese anime TV series are designed to

last only one or two seasons (usually producing last only one or two seasons (usually producing between 13-52 episodes) and then come to a between 13-52 episodes) and then come to a climactic and definite ending. climactic and definite ending.

• Connecting plots from one episode to the next Connecting plots from one episode to the next are common, leaving audiences curious to find are common, leaving audiences curious to find out what happens next.out what happens next.

• Intricate plot and character development Intricate plot and character development produces a series of plot twists and turns; produces a series of plot twists and turns; heroes may even die or become villains.heroes may even die or become villains.

More DifferencesMore Differences Multidimensional characters Multidimensional characters

and plots are common.and plots are common. Many different foci and subplots Many different foci and subplots

deepen the narrative.deepen the narrative. Most conventional American Most conventional American

cartoons tend to focus primarily cartoons tend to focus primarily on the gags & humor, but a on the gags & humor, but a single anime series may draw single anime series may draw its appeal from many different its appeal from many different elements, such as action, elements, such as action, characters, relationships, characters, relationships, internal conflict, politics, and/or internal conflict, politics, and/or humor. humor.

Many (if not most) anime are Many (if not most) anime are intended to mirror real social intended to mirror real social and political dilemmas.and political dilemmas.

Emphasis on OriginalityEmphasis on Originality Not confined to one genre in Not confined to one genre in

order to appeal to one niche order to appeal to one niche market.market.

Tradition of including mature Tradition of including mature content in storylines of an adult content in storylines of an adult nature, which can be an nature, which can be an advantage or disadvantage in advantage or disadvantage in American entertainment American entertainment market.market.

Wide ranging themes and Wide ranging themes and genres (from children to adult, genres (from children to adult, from action & sci-fi to cooking & from action & sci-fi to cooking & chess playing).chess playing).

Can create entertaining stories Can create entertaining stories and distinct styles out of and distinct styles out of something that is often something that is often perceived as ordinary and thus perceived as ordinary and thus unentertaining in real life.unentertaining in real life.

Aesthetic AppealAesthetic Appeal Emphasis on graphics & symbolsEmphasis on graphics & symbols

over words & dialogue to tell over words & dialogue to tell story and convey characters’ emotions.story and convey characters’ emotions.

DBZ, for instance, employs elaborate DBZ, for instance, employs elaborate action sequences and symbolic objects, action sequences and symbolic objects, creating a unique and intense style of creating a unique and intense style of action in animation, which in turn has influenced live action in animation, which in turn has influenced live action movies.action movies.

Incorporation of advanced cinematic techniques Incorporation of advanced cinematic techniques (lighting, camera angles and movement, mise-en-(lighting, camera angles and movement, mise-en-scene) adds to the sense of reality and urgency. scene) adds to the sense of reality and urgency.

And now . . .And now . . .

Cowboy BebopCowboy Bebop