Ultraman Series IP
While in previous Ultraman series the hero has grown to a giant size in order to battle foes, the ULTRAMAN comic serialized in the comic magazine HERO’S Monthly features a hero that becomes a humansized ULTRAMAN. Just as is seen in the Hollywood renditions of comic book super heroes, it is crucial for an IP to evolve in response to changing times and societal entertainment needs. Based on this belief, we created the ULTRAMAN comic in HERO’S Monthly as an ambitious new IP looking toward the future of society.
ULTRA HEROES THE LIVE ACROBATTLE CHRONICLE
Fields holds “hero shows” and other live entertainment events, which serve as important venues for interaction with fans. These events as well must evolve together with the changing times.
A recent undertaking includes the new ULTRA HEROES THE LIVE ACROBATTLE CHRONICLE shows. Utilizing the latest imaging technologies to create a new type of live entertainment event that goes beyond traditional hero shows, we are endeavoring to develop a live performance spectacular that can be enjoyed by adults as well as children, and even by people from around the world. Looking ahead, we plan to hold performances of these shows around the world, continually evolving them throughout this process.
A MAN of ULTRA
In the 1960s, Tsuburaya Productions Co., Ltd., gave birth to its science fiction hero Ultraman through the TV series of the same name. The new conceptual licensed brand A MAN of ULTRA, however, breaks away from science fiction. Based on the concept of creating an “ultra man” in the everyday world, this brand features items created through collaboration with various brands and includes apparel, sundry, food and beverage product, and other companies that support this line.
Rather than utilizing IP to create short-term gains, Fields believes it is important to raise the value of IP in order to grow earnings over the medium-to long-term. As a spinoff of Ultraman, an IP that has been loved by three generations of fans, A MAN of ULTRA will be developed through medium- to long-term branding initiatives as we strive to help users add an element of “ultra” into their normal, everyday lives.
Currently, this brand is being developed together with more than 30 partner companies, and we hope to introduce this brand in overseas markets in the future.
Ultraman Series IP Overseas
In addition to Japan, Ultraman series IP are popular across Asia, particularly in China, Malaysia, Thailand, and Indonesia. We are currently advancing the overseas development of Ultraman IP through strategies centered on Asia, and the result seen thus far makes us confident in the future growth potential of these IP in this market.
In a similar fashion as is done with Hollywood renditions of comic book super heroes, we will introduce Ultraman IP onto the global market. In the future, we aim to develop these IP in wide-reaching, multifaceted manners as we accumulate expertise with each successful undertaking.
SOUL ReVIVER is an ongoing comic series running in HERO’S Monthly that is penned by Tohru Fujisawa, famous for creating the original Great Teacher Onizuka comic, which was later adapted into a TV anime and drama series.
We are currently in the process of writing the script for a movie version of SOUL ReVIVER together with a Hollywood movie production company that has produced such movies as The Last Samurai and Shakespeare in Love. Should this IP successfully be transformed into a Hollywood movie, it would substantially raise the recognition of not only the comic itself but also of HERO’S Monthly, the platform in which it is contained. For this reason, we are intently focused on this promising IP.
NINJA SLAYER is a novel that compiles a story told through a series of short messages posted on “Twitter”, which limits messages to 140 characters. Fields is currently working together with partner companies to produce an animated version of this novel.
This animated series is distributed through Internet video sites. The first episode has been viewed 1.5 million times and the total views for the entire series is approximately 10 million. Television viewing ratings of 1% in the Kanto and Kansai regions are thought to represent 500,000 viewers, and it can therefore be said that these Internet viewer numbers represent a substantial level of recognition for a newly started IP. At the moment, we are collaborating with 30 partners in developing commercial license businesses to cultivate this IP, for which we will continue to embark on new endeavors to promote the animation work on a global scale through means not limited to television broadcasts.
Furthermore, NINJA SLAYER is proving exceptionally popular overseas due to its subject matter of “ninjas.” We suspect that developing the animation for this IP will create opportunities for it to grow rapidly in the future.
MAJESTIC PRINCE is an IP for which we are advancing cross-media rollouts developing this IP in comics, TV anime series, and social games. These efforts are being conducted in conjunction with SOTSU CO., LTD., of Gundam fame; TOHO animation, the anime label of Toho Co., Ltd.; and BANDAI NAMCO Entertainment Inc.
We are presently pushing forward with preparation for the commercialization of this IP while examining possibilities for future measures. Strategic cross-media rollouts are being utilized to ensure that MAJESTIC PRINCE can be cultivated into a highly viable IP through a medium- to long-term development cycle.
New Growth Foundations for the Future
The HERO’S Monthly magazine serves as a platform for creating and cultivating original Fields IP. At the same time, it is a platform used in our business of improving the value of IP borrowed from other companies.
This function mimics the very essence of Fields’ business, which is focused on cultivating strong original IP while maximizing the business potential of IP borrowed from other companies, such as Evangelion and AKB48.
If the Group is able to create one or two IP capable of competing on the global market, these will form solid growth foundations for the future. For this reason, Fields is advancing its unique IP business through a concerted Group effort.