Viz Media’s Naruto has one-day theatrical run

More than 6,000 people paid to see anime title in theaters

By Susanne Ault -- Video Business, 6/8/2007

JUNE 8 | More than 6,000 people paid to see Viz Media’s Naruto the Movie: Ninja Clash in the Land of Snow in a one-day theatrical run in 166 theaters on June 6. A number of auditoriums were sold out.

The 2004 production, which continues the story line of the TV and videogame franchise’s boy ninja star who remains brave even while being bullied, streets on DVD on Sept. 4 (prebook July 17; $24.98).

Viz and its theatrical distributor, National CineMedia, built awareness for the film with theatrical trailers that ran in front of such summer blockbusters as Shrek the Third and Pirates of the Caribbean: At World’s End, said Liza Coppola, Viz senior VP of marketing.

“We were not surprised by the popularity of the property, but I believe our distributor was pleasantly surprised as this was the first anime title they have debuted in this manner,” said Coppola. “Naruto is a very relatable, likeable character and has universal appeal, and the fact that the reaction has been so positive proves that he’s a major draw for U.S. audiences.”

Previously, Viz has supported DVD releases with single-theater screenings at Comic-Con and other fan events, but this is its first commercial release.

Viz distributes DVDs through Simon and Schuster.

“We are in some very exciting discussions with NCM, based on the success of this [Naruto] release,” said Coppola. Viz wants “to have a continued relationship with them for our other upcoming properties.”