Jerry Chu, Marketing Manager, Bandai Entertainment
Interview by Chris
March 7, 2005
The following is a transcript of a phone interview I conducted with
Jerry Chu on March 7, 2005. Jerry works as the Marketing Manager
for Bandai Entertainment, Inc. (herein referred to as 'BEI').
Please note that the comments and views expressed by Jerry in this
interview do not reflect the official positions or opinions of
BEI.
Chris: The year 2004 saw a number of Gundam releases, including
Zeta Gundam, Gundam SEED, Gundam F91 and SD Gundam Force. Can you
give us any indication on what to expect on the Gundam front in
2005?
Jerry: Right now the focus is still on the Gundam SEED series on
Cartoon Network and the final volume of the DVD release will be out
soon. We also have on tap the release of the Gundam SEED movies
[Ed- Special Edition compilation specials] which will be released
on DVD in the summertime, similar to the original series movies.
There will be additional never-before-seen animation with both
scenes and mecha, totaling more than 20 min. I believe we have also
finally received the SEED epilogue from Sunrise and will be
releasing that with the movies. And yes, production will
begin soon on Gundam SEED DESTINY. That means its
licensed.
Chris: DESTINY being licensed is big news. Do you plan to
officially announce it at any upcoming conventions?
Jerry: Im announcing it now. It has been said
before and it will be said again, BEI is committed to the release
of this extraordinary and long running franchise and we plan on
releasing all the Gundams. Broadcast has not been set yet, but
were shooting for possible first volume DVD release of
DESTINY
soon.
Chris: Although fans were happy to get their hands on the
long-delayed Zeta Gundam DVD set, many were disappointed by the
change of the OP/ED music as well as the dubtitles. While the music
changes were due to rights issues, is there a reason why Sunrise
chose to dubtitle an older, niche release?
Jerry: Certain parts may be dubtitled, but we continue to remind
them [Sunrise] that fans demand accurate subtitle translation (we
had to go through this before with Pilot Candidate, trust me, we
didnt want to go through it again). Id chalk it up to the English
production staff for honestly believing that this is what fans
wanted. As far as BEIs responsibilities are in regards to Zeta, we
worked very hard covering the packaging end including the shiny DVD
box, collectible pencil sharpener figures, booklet, and the
illustration by Mr. Kotobuki. We [BEI] wanted to take all the
comments and suggestions from fans and make it a reality for this
release for example: fans these days are increasingly requesting
thinpack packaging, and while we cant do that with our normal
releases
with a release like Zeta Gundam, we can do it, and we did.
And while things may have been out of our control (opening/ending
songs for example), we did what we could and followed the
directions given to us by our licensor and Mr. Tomino.
Chris: What would you say was BEIs best-performing title in 2004,
in terms of TV ratings, DVD sales and other merchandising?
Jerry: Hands down, the Ghost in the Shell: Stand Alone Complex
series. It has become the best-selling anime TV series on DVD to
date according to Nielsen Videoscan. With a tag team punch on Adult
Swim, along with Full Metal Alchemist as a lead in to GitS:SAC,
exposure for high quality anime series is rising. Following closely
to GitS:SAC would be Wolfs Rain and Gundam SEED. And of course
catalog DVD sales of Cowboy Bebop and Witch Hunter Robin continue
to do very well.
Chris: Gundam SEED is doing well even though it isnt on Toonami
anymore and airs on a rather obscure 1 A.M. time slot?
Jerry: The ratings are doing well within this time slot and has
been very strong for Cartoon Network.
Chris: For several years, the average 26 episode TV series has been
released on 6 DVDs. Now, many 26 episode series are being released
across 7 discs. Is there any reason for this industry-wide
change?
Jerry: We have to go back a few years back when we [BEI] began
releasing DVDs. We [BEI] initiated the 6 volume release format for
most of our titles like Cowboy Bebop and even took it a step
further with releases of Silent Mobius and Outlaw Star. And while
we [BEI] continue to maintain good sales numbers with this release
format
current market conditions are seriously impacting the
industrys bottom line. The markets become too saturated with
titles, licenses have become astronomically expensive that our
competitors need to offset these costs to help eek out some profit.
These titles are becoming huge money pits threatening to swallow up
companies. Thus youll see more and more of these companies going
to a 7 volume release format or whatever to help offset all these
costs.
And while we [BEI] continue to maintain as much as possible our
current 6 volume release format, somewhere down the line, we may
have to go the way of our competitors.
Obviously theres always more to it, for example, an OVA series
like Yukikaze we wanted to keep it compact to 2 volumes, but due to
actual animation production delays with the OVAs in Japan, we felt
that going as a 3 volume release format instead would make more
sense in order to get it to those customers whove purchased the
first volume and have been patiently waiting.
Chris: Anime DVDs arent usually known for having many special
features. However, Bandais upcoming releases of Planetes and
Cowboy Bebop Remix are as packed as the average live action special
edition. Does this represent a change in BEIs production of DVDs,
and if so, why?
Jerry: It isnt really a change in BEIs production or philosophy
or anything like that Just take a look at our releases in years
past like Blue Submarine No. 6 Special Edition, Escaflowne the
Movie, or Gundam F91 Special Edition. Our producers are big fans of
the series they work on and we all believe that content is king.
And were just doing what we feel the end customer, the fans, and
us
want. Background information, clean opening/endings, interviews
with the creative and voice staff, etc. stuff that we as fans
would also love to see.
For Planetes, which is a personal favorite, it just screams more
background information and attention especially with all the
details presented within the show itself. We want to bring those
stories and information to create a better understanding to fans
and viewers of the show. I mean, what better way to explain orbital
space debris than by interviewing the actual NASA scientists in
charge of orbital space debris in real life? It's funny, the JAXA
(Japan Aerospace Exploration Agency) scientists actually duped the
show off TV there and send their colleagues at NASA a copy to check
out. It's stories like these that rounds out the greatness of the
show and provides a unique glimpse into the impact of the show
itself. And while its unfortunate that not every release can have a
wealth of DVD extras and materials, we do our best to secure them
or create them.
Chris: In the last few years, ADV Films has released several
classic mecha series such as Aura Battler Dunbine, Megazone 23 and
Five Star Stories. Is it possible that BEI will dip into the
Sunrise archives and release some older shows such as Heavy Metal
L.Gaim?
Jerry: Right now it remains to be seen. Unfortunately fans of those
older shows should understand that historically these older shows
do not do as well. In order for us to do something, it has to make
sense financially.
Chris: Several years ago, BEI announced it had licensed Giant Gorg
and Blue Comet SPT Layzner. What ever happened to these
series?
Jerry: I dont want to know; I havent asked.
Chris: The anime industry has fundamentally changed since BEI
opened up shop as Anime Village in 1998. Where do you see the anime
industry and Bandai in general 3 years from now?
Jerry: Bandai continues to be one of the strongest players. Right
now whats happening is a lot of consolidation. You have the
ShoPro/Viz merger. Youre going to have a lot more Japanese
companies involved internationally and in North America. Its
getting to be really crowded for a market that is still represented
by barely 2% of all home video sales. Theres a lot of titles out
there and the markets getting really saturated. The end consumer
is getting flooded with choices and with a limited budget, getting
pickier.
Six years ago there wasnt as much out there and almost everything
could be released and subsequently eaten up by customers. But now,
its getting harder. A lot of the new releases are going to be
tailored for release in this market in order to perform well.
Bandai will continue to concentrate on key hit releases such as
Wolfs Rain, Gundam SEED and Witch Hunter Robin because these are
the titles that are garnering the exposure on television and
combined with the fact that theyre good series to begin with, will
do well in the marketplace. I strongly believe that many companies
run a risk of collapse if they continue to release at breakneck
speed those not-very-good or niche C and D titles. Just take a look
at the manga business. So much product is flooding the market, I
guarantee you that companies are taking a lot of returns on titles
that may have sold during the initial boom of manga in North
America. For our manga business were just going to focus on the
best both licensed properties, original properties, and
others.
Chris: Companies like ADV release a lot of manga titles that tie-in
with their anime releases. Will BEI follow a pattern similar to
this, and will they release titles that dont necessarily have an
anime tie-in?
Jerry: Were not really looking at what a TOKYOPOP or an ADV is
doing. Having a manga tie-in would be great, but especially these
days with licensing complexity issues abound, its become very
difficult to have something be perfect. Were not following a
particular model. Our manga division is looking at licensed manga
properties, original manga properties, and more.
Chris: Is there a time frame for when the BEI manga line will take
off?
Jerry: Were working on something that should be launching sometime
this summer. As soon as some contracts are signed, youll be
hearing something shortly.
Chris: What do you think will be BEI's biggest title in 2005?
Jerry: We're continuing things on a couple of fronts. DESTINY will
be big. Stand Alone Complex 2nd Gig will be big. Scrapped Princess
and Mars Daybreak will be big. Planetes is more of a sleeper title,
but its a show I strongly feel all fans of the anime genre should
take a look at. Its a relationship show, but its something anyone
can get into.
Chris: Personally, if there was one unlicensed title that you would
like BEI to license, what would it be?
Jerry: This is a hard one to answer because we could have something
in co-production right now or it could be licensed later. But
looking around, I really wish we could have helped release Slam
Dunk, but we arent.
Chris: ADV has The Anime Network (TAN) in several markets, and Sony
is attempting to get an anime channel going. Do you see an anime
channel as something that can be profitable and successful in the
U.S.?
Jerry: At this moment, no. The only one thats really done well
with anime has been Cartoon Network. The reason theyre s
successful is that theyre putting on good shows like Wolfs Rain,
Cowboy Bebop, Full Metal Alchemist, etc. These are quality shows
that attract viewers and holds them. The library out there just
isnt strong enough to attract advertising revenue the life blood
of any television endeavor. The TV world is a difficult place to
look at. I dont know how well TAN is doing or what Sony might be
doing, but if its in limited markets, I dont think itll have
much of an impact.
Chris: It was recently announced that Bandai Visual is establishing
a U.S. office to research the American market and release anime.
How does this affect BEI? Will the two companies work together or
as separate entities?
Jerry: It doesn't. Bandai Visual will be opening an office in Los
Angeles with efforts to increase its exposure and relationships
with studios in Hollywood. I will assume the office will also be to
help facilitate working communication between ourselves at Bandai
Entertainment with Japan over licensor approvals, etc.
Chris: As a fellow fan of Initial D, Im wondering what your
favorite car is as well as favorite battle.
Jerry: The one I replay is the car jumping scene in the movie.
Jumping cars never cease to amaze me, and that battle just went
right down to the wire. You never knew a Corolla could jump like
that without hurting something. Too bad he [Takumi] didnt have the
cup of water! The Mercedes-Benz that the mysterious man drives is a
classic. Classy.
Source: Mecha Anime HQ
