ADV distributes Geneon anime product

Partnership could broaden segment market

By Susanne Ault -- Video Business, 8/29/2007

AUG. 29 | ADV Films has signed on to exclusively distribute product from Geneon Entertainment (USA).

Effective Oct. 1, ADV will oversee all distribution and sales activities for Geneon’s titles, primarily consisting of such anime franchises as Hellsing, Ergo Proxy and Black Lagoon.

A subsidiary of Tokyo-based Dentsu, Geneon also is behind anime favorites Pokémon, Appleseed and Akira on DVD.

As an anime specialist itself, ADV should be a great home for Geneon, believes management at both companies.

“This is a great alliance,” Geneon president and CEO Eiji Orii said. “The efficiencies we'll achieve ultimately will mean more anime for the fans to enjoy.”

ADV co-founder and president John Ledford added, “This alliance makes both companies stronger. Anime as an entertainment category is in competition with every form of entertainment, and our partnership with Geneon gives us the scale to help widen the anime market in North America.”

Best-selling ADV anime titles include Neon Genesis Evangelion, RahXephon, Robotech and Full Metal Panic.