抄録
In the movie industry, total domestic box-office revenues for 2012 were the highest ever, and excellent directors won Prizes at the International film festivals. Japanese Movies however, have not permeated worldwide, and for continuous development of the Japanese movie industry, we must promote copyright within this business abroad. This paper investigates the actual situations of production and sales, securing of sources of revenues through consideration of the cultural/economical evaluation scale, and make a proposal of the subject between the domestic situation of production and international marketing from various views. The Japanese movie distribution companies have given priority to the domestic market, not to international marketing, and for a long time, which means the expertise and skills within the international marketing have never constructed and taken over the domestic. It would seem that the audience numbers worldwide grew sluggishly. There are underlying problems that cultural/economical evaluation scales haven’t defined in public, in particular for the new comers. There is no proper or defined occupation or channel of analytical advice with regards to new comers in the industry and as such the media industry prefers those with industry experience. This illustrates the imbalance between the Japanese production systems and the international marketing strategies, and contributes to its disfunction. In the case of international marketing, it is difficult to obtain information therefore contributing to the domestic industry being much closed including less long term media mix strategy. Before that, the international market and the domestic market operate differently. It hasn’t established continued sales of channel in domestic market, make it difficult to sell copyrights. On the other hand, some movie distribution companies try to sell the motion pictures, regardless fixed media as Japanese contents. It is essential for us to prove the value of Japanese movie contents through defining cultural/economical evaluation scales. That helps to spread producing works worldwide, and increase the cases of marketing during the planning phase.
