The History of Bandai's Doomed Experiment with Premium Anime BluRay's

Highlights

The Bandai Visual/Honneamise label aimed to create premium anime releases for a niche audience.
Despite success in Japan, the label failed in America due to high prices in a niche anime market.
The expensive releases did not align with the mainstream affordability of anime in the evolving industry.

As a long-time enthusiast of anime and its rich, intricate world, I find myself often reflecting on the past, present, and future of this captivating art form. And one such reflection leads me to the fascinating tale of Bandai Visual’s Honneamise label – an endeavor that, while ultimately unsuccessful, holds valuable lessons for us today.

Given the immense size of the anime industry today, it’s not unexpected that businesses specialize in producing high-quality physical media of popular anime shows. These items often appreciate in value over time, and despite the relatively low production costs compared to their sale prices, these limited releases can be financially successful even though only a small number are produced. However, before this trend emerged, Bandai Visual aspired to establish themselves in the home video market by launching a label dedicated to premium anime releases. Ironically, this venture ultimately flopped, and the reasons behind its failure might shock you.

Who Are Bandai?

Bandai is a renowned Japanese toy manufacturer and entertainment product producer, established in 1950. Over time, it has grown into one of the world’s largest and most recognized toy companies. Bandai is part of Bandai Namco Holdings Inc., a conglomerate formed by the merger of Bandai and Namco in 2005. With operations worldwide, Bandai boasts subsidiaries and partnerships globally. They cater to various markets by tailoring their products accordingly, thus maintaining a vast and varied clientele. Known for their dedication to innovation and quality, they invest heavily in research and development to produce cutting-edge and engaging products that often incorporate the latest technologies. Their impact extends across toys, video games, anime, and merchandise, positioning them as a significant force in global pop culture.

What was the Bandai Visual/Honneamise Label (And What Was its Purpose)?

The Bandai Visual/Honneamise brand was a significant venture in the anime and entertainment sector, striving to elevate anime as a more luxurious product in the United States. This brand took its name from the Gainex film “Royal Space Force: The Wings of Honneamise” (1987), and its mission was to provide top-tier, high-quality anime productions to discerning viewers. Key focal points included:

High-Quality Releases – The Honneamise label was known for its meticulous attention to detail in both video and audio quality. This included remastering older titles and ensuring new releases met high standards for the new (at the time) BluRay and HD-DVD formats.
Collector’s Editions – Many releases under the Honneamise label were collector’s editions, featuring special packaging, additional content such as booklets, and other exclusive materials. These editions were designed to appeal to hardcore anime fans and collectors as opposed to the average consumer.
Selective Titles – The label focused on a curated selection of titles, often choosing works that were either critically acclaimed, had a strong following, or were considered significant in the history of anime.

Notable Releases under Honneamise

The History of Bandai's Doomed Experiment with Premium Anime BluRay's

Under the Honneamise banner, an array of impactful and widely-adored anime series were featured. Among these notable launches were:

Royal Space Force: The Wings of Honneamise – The namesake of the label, this film is considered a classic and was known for its high production values and ambitious storytelling.
Gunbuster – A landmark sci-fi anime that combines mecha action with character-driven drama.
Patlabor – Both the original OVA series and the films, which are highly regarded for their blend of mecha action and police procedural elements.
Gurren Lagann – A more contemporary title that gained a significant following for its over-the-top action and inspirational themes.

What was the Idea Behind the Label?

Bandai Visual/Honneamise brand aimed to lead in premium anime distribution, targeting a specific audience of passionate fans and collectors. Their main focus was on the emerging Blu-ray and HD-DVD market, an area other anime companies were initially reluctant to venture into in America during the ‘Format Wars’. Some releases would also come with a DVD option. Each title would feature exclusive booklets, special packaging, and only include up to two episodes per release (with a few exceptions having just one episode). Notably, these releases would be significantly priced higher than standard anime DVDs, making them unaffordable for most consumers.

Why Did the Company Approach Things this Way (And the Disastrous Result)?

In Japan, Bandai Visual thrived by targeting the “otaku” audience, a Japanese term for passionate enthusiasts of various hobbies who are willing to spend significant amounts of money on their interests. Otakus often treasure their collections of media and toys related to their favorite pastimes and are eager to acquire more. The plan was to replicate this business model in America by creating unique, collectible items, hoping it could become as iconic as the Criterion Collection. However, at that time, anime wasn’t widely popular in America; instead, it was a niche market. In contrast, in Japan, anime was mainstream, while the otaku audience represented a dedicated, albeit smaller, segment of fans.

In an attempt to imitate this model in a nation where anime was still a relatively small and specialized market, they were aiming at a specific audience within a specific market niche. Moreover, anime was on the verge of becoming more affordable due to its increasing popularity. For quite some time, anime companies had been issuing DVDs with 3-5 episodes per disc priced around $30 each. However, as anime gained mainstream status, businesses like Funimation began testing the waters with season sets for specific titles, offering dozens of episodes at a price between $35 and $50.

Initially, Bandai launched a new label with prices ranging from $40 to $70 per item, offering either one or two episodes (or a movie). However, there weren’t enough enthusiasts willing to invest such funds in these releases, making it an unprofitable venture. Despite this, Bandai persisted with their approach for years, trying to make this lineup successful. Unfortunately, they eventually closed down their American anime division, even though it was generating a modest profit. Today, premium releases are prevalent due to companies like NiS America and some Crunchyroll store exclusives. It’s important to reflect on past blunders like these to understand what went wrong and learn how to make improvements.

2024-08-03 22:04

The History of Bandai’s Doomed Experiment with Premium Anime BluRay’s