Ask John: How Current is Anime in America Relative to Japan?

Question:
Many anime series that have become popular here in the US are very old in Japan. With this in mind, many of the series that are popular here are already done with in Japan. Have any of them ever been revitalized for Americans? Or does that not really play into the picture?

Answer:
Although it may seem as though America is getting more and more current with anime released in Japan, especially in the wake of recent programs like Outlaw Star and The Big O broadcasting on The Cartoon Network, America is still, actually, quite behind the times relative to the Japanese industry. To the best of my knowledge, Pokemon is the only show being currently released in America that’s still current in Japan. Digimon is still broadcast in Japan, but Japan is now onto the third Digimon series, Digimon Tamers. Even relatively recent shows like Outlaw Star and The Big O concluded in Japan in 1998 and early 2000 respectively. Some recent American shows that seem like the “latest thing” are actually quite old in Japan. For example, the Gundam Wing TV series ended in Japan in 1996 (a full five years ago), and Gasaraki ended in Japan in 1999 (three years ago). Even new series on the horizon like Blue Gender, Yu Yu Hakusho, Orphen, Angel Links, and Ayashi no Ceres ended in 2000, 1995, 1999, 1999, and 2000 respectively. So even the most recent anime to come to America are still at least a year old in Japan. I’d be remiss to not mention that there have been some exceptions, though. If I recall correctly, the second OVA of Gunnm (Battle Angel) was released on Japan the same day both episodes were released in America, the first Genocyber OAV was released on the same day in both America and Japan, and Twilight of the Dark Master was actually released in America more than a month before it was released in Japan.

There are several reasons behind the delay in anime being imported and localized. The most significant two of those reasons are the size and number of importing companies, and the licensing process itself. Consider how many different movie production companies there are in America. It seems as though every time you see a new movie on television, at a theater or on a rental shelf, it was produced by a production company you’ve never heard of before. In comparison, consider how many anime translating companies there are in America. Under two dozen companies translate and distribute all of the anime available in America. And most of these companies employ 30 or fewer people. You can see from this that, although anime is quite popular in America, it still doesn’t come close to approaching genuine mainstream popularity or acceptance in America, or come anywhere near rivaling the market and popularity of anime in Japan. With such a relatively limited opening in America, we can assume that this handful of translating companies do the best job they can translating and releasing anime, but this, naturally, takes time. Furthermore, anime must be carefully licensed for foreign distribution through multi-million dollar deals negotiated by two parties that don’t speak a common language between them. I’m sure you can image the difficulties and time delays associated with trying to by the rights to resell and profit from a franchise when the franchise owner doesn’t speak your language, may be a little suspicious or wary of you, and certainly wants to negotiate the most advantageous deal possible.

Anime is certainly becoming a major product in America, but anime traditionally always has been and for at least the foreseeable future, will continue to be a Japanese entertainment that foreigners should simply consider themselves lucky to be able to partake in. Anime is created, almost exclusively, for distribution in Japan alone, and so far, no foreign market for anime has ever had an effect on the anime industry in Japan. Dragonball Z has proven itself an immense success in America, but Toei has confirmed that they have no intention of creating any more Dragonball anime. Tenchi Muyo has arguably been more successful in America than it was in Japan, and there is new Tenchi Muyo anime on the distant horizon, but creator Masaki Kajishima has stated that American interest in the series had absolutely no influence on his decision to proceed with new Tenchi anime. As you’ve stated, while American anime fans may believe otherwise, or like to position themselves in a greater position of importance than they really occupy, American interest in anime, at least right now, has essentially no influence on the Japanese industry at all.