Key facts
- Toho and Toei are re-entering the U.S. market with revised strategies.
- The studios are shifting to simultaneous releases of films and leveraging streaming services.
- Toho's next Godzilla film will have a near-simultaneous U.S. release.
- Toei plans to increase international revenue share to 50% by 2033.
- Toei has allocated $2 billion for global expansion, focusing on content and business operations.
- Toho acquired anime distributor Gkids to strengthen its North American presence.
Japanese film studios Toho and Toei are making a significant return to the U.S. market, adopting new strategies that include simultaneous releases and leveraging the growth of streaming services. This strategic shift is partly driven by the shrinking domestic market in Japan and inspired by the global success of South Korean content.
Toho, known for the Godzilla franchise, plans to release its next film in the series in the U.S. within days of its Japanese debut, a departure from its previous practice of releasing successful domestic films later internationally. The studio's acquisition of leading anime distributor Gkids has further solidified its presence in North America.
Toei Company, one of Japan's oldest studios with a rich history in genres like samurai flicks and tokusatsu (special effects) including Kamen Rider and Super Sentai, is also pivoting its international strategy. President and CEO Fumio Yoshimura outlined an ambitious global expansion plan, aiming to increase the share of international revenue from 30% to 50% by 2033. This expansion includes a $2 billion investment, with $1.6 billion dedicated to content creation and $400 million to strengthening business operations. Toei is also looking to co-produce content with international partners, including a high-budget historical series being co-scripted with U.S. writers.
Other Japanese media companies, such as Tokyo Broadcasting System (TBS) and Fuji Television, are also pursuing international growth. TBS announced a $1 billion expansion strategy, including new offices in Los Angeles and Seoul and the acquisition of a U.S. formats licensing group. These moves reflect a broader trend among Japanese studios to capitalize on their extensive libraries of intellectual property, including anime and manga, to drive revenue growth in overseas markets.