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Keynote, Day Two: Shawne Kleckner on the state of the Anime Industry


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calawain



Joined: 11 May 2007
Posts: 192
Location: New York, NY
PostPosted: Fri Jul 03, 2009 5:19 pm Reply with quote
I generally agree with most of what he is saying, but I'd like to really emphasize the online streaming part.
Quote:
Although online streaming of anime is one way to replicate the effect of TV broadcast in Japan, "content cannot be left online indefinitely" because of the damage it would do to DVD sales.

I currently give Crunchyroll 7 bucks a month to watch simulcasts of 4 or so current shows, so I like the streaming model that they have adopted. I'd have little issue with paying 15-20 a month if they subbed something more like 10 shows that I'd watch each season. If they wanted to take it down after a month or two that would be fine too (only if they are licensed for DVD sales). That would more readily simulate the TV model (lower quality instant cast for a monthly fee, higher quality DVD sale for the fixed DVD price later) that currently works on regular American TV. I'd dig more extra loot in box sets too~
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SXAniMedia



Joined: 15 May 2009
Posts: 139
PostPosted: Fri Jul 03, 2009 5:51 pm Reply with quote
Very informative read as to be expected. I hope more people read this, especially the ones constantly complaining about the R1 industry and not wanting to help monetize Anime in anyway.
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TarsTarkas



Joined: 20 Dec 2007
Posts: 5936
Location: Virginia, United States
PostPosted: Fri Jul 03, 2009 7:04 pm Reply with quote
Yeah, like Funimation streaming Shikabane Hime, but they are not willing to give a release date or even confirming they will be releasing a DVD of the series.
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bglassbrook



Joined: 29 Aug 2006
Posts: 1243
Location: Gaithersburg, MD
PostPosted: Fri Jul 03, 2009 7:17 pm Reply with quote
Quote:
He also suggested that doing "value adds" to releases, such as toys, booklets, and DVD extras, can also help sales.

Odd... my top three "value adds" (in order) would be: dub the damn thing (particularly since I am finding Nozomi's recent subs extremely difficult to read,) offer a BD release option for HD shows, and a box for anything mutli-volume.
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SongstressCela



Joined: 26 Sep 2008
Posts: 615
Location: Pennsylvania
PostPosted: Fri Jul 03, 2009 8:21 pm Reply with quote
bglassbrook wrote:
Quote:
He also suggested that doing "value adds" to releases, such as toys, booklets, and DVD extras, can also help sales.

Odd... my top three "value adds" (in order) would be: dub the damn thing (particularly since I am finding Nozomi's recent subs extremely difficult to read,) offer a BD release option for HD shows, and a box for anything mutli-volume.


Seconded completely! I have little interest in trinkets unless they're added on -top- of the box and dub.
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vashfanatic



Joined: 16 Jun 2005
Posts: 3495
Location: Back stateside
PostPosted: Fri Jul 03, 2009 9:28 pm Reply with quote
bglassbrook wrote:
Quote:
He also suggested that doing "value adds" to releases, such as toys, booklets, and DVD extras, can also help sales.

Odd... my top three "value adds" (in order) would be: dub the damn thing (particularly since I am finding Nozomi's recent subs extremely difficult to read,) offer a BD release option for HD shows, and a box for anything mutli-volume.


AS someone who couldn't give a damn about the dub (though it would be nice if subtitles were always readable and without typos, which isn't always the case), my most-desired "value add" is any interviews with the original Japanese staff: the director, the actors, the designers, the writers. I want to know what the people who created the show were thinking, not just the dub actors (hint hint, Funimation).
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grapeofdeath



Joined: 09 Sep 2006
Posts: 38
Location: Beaverton, OR
PostPosted: Fri Jul 03, 2009 9:44 pm Reply with quote
bglassbrook wrote:
Quote:
He also suggested that doing "value adds" to releases, such as toys, booklets, and DVD extras, can also help sales.

Odd... my top three "value adds" (in order) would be: dub the damn thing (particularly since I am finding Nozomi's recent subs extremely difficult to read,) offer a BD release option for HD shows, and a box for anything mutli-volume.


The box is usually the extra I want the most. I was surprised Death Note was released in singles, but didn't have a box to go with them.
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Blood-
Bargain Hunter



Joined: 07 Mar 2009
Posts: 24152
PostPosted: Fri Jul 03, 2009 9:54 pm Reply with quote
Quote:
The second factor mentioned was cost. "The single DVD sales model is dead," said Kleckner, citing the "box set" format for releases of American TV shows as the main reason anime has also switched to a box set format for new releases.


Thank friggin' God. Now if distribs can be weaned off this stupid half season release BS, we'll really be getting somewhere. I've heard all the so-called justifications for this practise but all it's doing is driving more potential customers into the arms of fansubbers.

Same with dubs. If a distrib can't make a dubbed title profitable it's time to give up the ghost.
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KanjiiZ



Joined: 28 Jun 2009
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PostPosted: Fri Jul 03, 2009 10:02 pm Reply with quote
Blood- wrote:
Quote:
The second factor mentioned was cost. "The single DVD sales model is dead," said Kleckner, citing the "box set" format for releases of American TV shows as the main reason anime has also switched to a box set format for new releases.


Thank friggin' God. Now if distribs can be weaned off this stupid half season release BS, we'll really be getting somewhere. I've heard all the so-called justifications for this practise but all it's doing is driving more potential customers into the arms of fansubbers.

Same with dubs. If a distrib can't make a dubbed title profitable it's time to give up the ghost.


I couldn't say it better myself. I'm tired of having to search or wait for another 13 episodes of a series. Kenichi is one of them, and the wait made me not want to buy the series anymore. I still watch some fansubs, but I buy more than I stream. If I was the owner of an anime company, I would make a contract with an anime stuido so that I didn't have to bid on the darn thing and give it to my consumers faster.
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HyugaHinata



Joined: 25 Jun 2005
Posts: 3505
PostPosted: Fri Jul 03, 2009 10:45 pm Reply with quote
Great insights from Shawne. I'd have to agree with all of his points, especially since anime fans are getting more and more impatient (which is mostly due to fansubs).

The US anime industry is still declining (which means I'll need to spend more and more). It fell by 2% in Q2 2009. Narrowing the range of anime titles available will help. Some fans will complain, but this will be better for the industry as a whole, like Shawne said. As will Viz releasing the rest of Hikago in a boxset. Wink

Source for the fall in Q2 this year - http://animecornerstore.blogspot.com/2009/07/have-great-independence-day-weekend.html
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HeeroTX



Joined: 15 Jul 2002
Posts: 2046
Location: Austin, TX
PostPosted: Fri Jul 03, 2009 11:42 pm Reply with quote
I'm impressed to see an industry rep say these two comments, which I have been saying for years:
Quote:
He also stressed that some fans aren't going to become consumers at all: "We need to acknowledge that we will have a core constituency that will pay for anime, and there will always be fans that won't pay no matter what."

(I would argue that those people aren't "fans" but the point is valid and should be considered seriously)
Quote:
Kleckner suggested a return to the small market-oriented business model that anime companies used in the early 1990s, and made perfectly clear that the industry must "adapt or die" if it is to survive.

Whether or not anime has become a "widely accepted" product is debatable, but I think the portion of the market that can be monetized is smaller than has been believed by most companies. (there is an exception for the odd "breakout hit" like Sailor Moon or Dragonball Z, but by and large anime is a very NICHE product.
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GATSU



Joined: 03 Jan 2002
Posts: 15559
PostPosted: Sat Jul 04, 2009 12:35 am Reply with quote
Quote:
online subscription services still require credit cards that younger consumers do not have access to.


I don't, either. Thank Gawd CR lets me pay by check!

Quote:
"We need to acknowledge that we will have a core constituency that will pay for anime, and there will always be fans that won't pay no matter what."


I think they could pay down the road, if they got enough nostalgia for a particular title. But, I know; that's not what the industry needs. Maybe distributors should work on incentives to get people who buy particular titles. Not necessarily merchandise, but autographs and/or answers to fan-mail or something in that vein.

Quote:
License fees were a big focus of Kleckner's speech, and he was frank that some licenses are still priced at a total that reflects market conditions that have since deteriorated, saying, "something has to give" in the relationship between Japanese production companies and licensees.


Probably, but they gotta resolve the issue of underpaid animators first.
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Xanas



Joined: 27 Aug 2007
Posts: 2058
PostPosted: Sat Jul 04, 2009 12:42 am Reply with quote
Blood- wrote:

Thank friggin' God. Now if distribs can be weaned off this stupid half season release BS, we'll really be getting somewhere. I've heard all the so-called justifications for this practise but all it's doing is driving more potential customers into the arms of fansubbers.

Any price or any wait will get people to go to fansubs. Even I watch fansubs lol. That has nothing to do with whether or not I buy anime (on the contrary, I buy pretty much everything I seen fansubbed sooner than what i don't). I also like dubs, so I simply don't agree that they should rush things to the extent leaving dubs out is a good idea. Most consumers aren't going to have a problem waiting as long as there are options to watch the show early. Even American TV viewers have to wait to get the DVDs of the show.
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Zalis116
Moderator


Joined: 31 Mar 2005
Posts: 6900
Location: Kazune City
PostPosted: Sat Jul 04, 2009 12:55 am Reply with quote
Blood- wrote:
Thank friggin' God. Now if distribs can be weaned off this stupid half season release BS, we'll really be getting somewhere. I've heard all the so-called justifications for this practise but all it's doing is driving more potential customers into the arms of fansubbers.
Right, that's why Ouran High School Host Club became the 4th-best-selling anime title (according to the latest icv2 report) despite having no US broadcast TV exposure and being sold in 2 13-episode sets. Yeah, those buyers were totally driven into the arms of fansubbers. More like, a lot of the people who saw Ouran in fansubs thought, "Hey, that was a good show, and these sets are a really good deal, sure beats paying $30 for 4 episodes." And really, if you can accept paying $60 MSRP (minus discounts) for 13 episodes of a 13-episode series upon initial release, what's so different about paying the same price for 13 episodes of a 26-episode series?
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AnimeCornerStore
Accredited Retailer


Joined: 20 Aug 2007
Posts: 119
Location: Winchester, VA USA
PostPosted: Sat Jul 04, 2009 5:53 am Reply with quote
Quote:
Kleckner suggested a return to the small market-oriented business model that anime companies used in the early 1990s, and made perfectly clear that the industry must "adapt or die" if it is to survive.


Anime is a VERY niche product. Shawne and I know that better than most. It's pretty clear that the return to the 1990's 'small market' business model is going to happen whether we like it or not, and the sooner the R1 studios come to grips with that the better. It will garner a healthier environment for everyone.

Refocusing on new material for 'DVD' releases is the absolute priority right now, as is toning down the number if these stupid re-releases that are only 3 or 4 months apart. Nobody wants them - not even us! Digital initiatives (like free streaming video) make for great headlines to create buzz, but it won't pay the bills today and will not for years to come. The 'primary' method for the distribution of licensed Anime in the US will remain on hard media for years to come.

Bob (aka Robert)
The Anime Corner Store
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