A PHOTO

シュガー・ラッシュ (Sugar Rush) - This poster may look familiar to U.S. movie-goers as a scene from the latest Disney’s animation film Wreck-It Ralph (Read my review here) but if you could read Japanese, you may notice that the name of the movie is changed to “Sugar Rush” - the original candy-themed Mario-Cart-look-alike racing game that is featured in the movie. The poster (as well as the Japanese version of the trailer) shifts the focus from one of the main characters whose name is the title of the film in the U.S. and rest of the world (Wreck-It Ralph) to the other main characters (or in this case - the whole original game in the movie which is called “Sugar-Rush”). Moreover, it should be the intention of genius minds at Disney (both the headquarter in the U.S. and the Japan office) to use the end-credit theme song with the same name as the Japanese title of the film (Sugar Rush) performed be AKB48 - one of most famous girl idol bands in Japan (who hold the records in sales and chart toppers in Japan as well as the record for the most number of band members in a single group by Guinness Book World of Record). Note that the movie is set to released in Japan on March 23, 2013 - 5 months after its original release in the U.S. I suspect that the release is tailored to the target market as it is the end of school year in Japan, hence it is the best time to release animation film in Japan.



This is Marketing 101 for international business with the best example for the concept of product localization. We may also notice in the content of the movie itself that there are also numerous business opportunities that Disney does not fail to capitalize such as a tonnes of product placement (for example the Nestle’s Nesquik-sand and the Mentos versus Cola Hot-spring in Sugar Rush game) and product expansion (from theater to multiple console games and home entertainments).



Check out the Youtube clip featuring the Japanese trailer of the film with the introduction by some members of the band AKB48 by clicking here: http://youtu.be/YXKx-n7QqDs

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    Man Sugar Rush was a good movie.
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