Paid Content Session IP: Except For Anime & Videogram 　Pre-recorded

Marketing Strategies for Commercial Success in 2.5D Theater

Speakers

Michiho Matsumoto　Managing Director, Nelke Planning Co., Ltd.

Hinami Kamakura　General Manager, Rights Business Department, Rights & Media Business Division, Kodansha Ltd.

Moderators

Takako Iwamoto　Board Member, General Incorporated Association Manganight

To our viewers：Please complete the survey at the link below.

https://forms.gle/us448KXQDFk5XK5r5

——–

“2.5D Theater”—stage adaptations based on anime, manga, and video games—has completely established itself as a significant market.

With numerous productions being staged in Japan, such as Musical The Prince of Tennis and Attack on Titan the Musical, simply announcing a stage adaptation is no longer enough; the challenge now lies in how to effectively attract an audience.

In this context, we explore how productions have connected with existing fanbases while acquiring new fans, covering everything from selecting the source material and casting actors to promoting via social media. We will hear directly from professionals involved in the actual production of these stage plays.

Session Outline
1. From Production Process to Marketing Ms. Michiho Matsumoto (Nelke Planning) A look into the work of Nelke Planning, a company responsible for numerous 2.5D stage productions.

2. What Publishers Value as Licensors in Stage Adaptations Ms. Hinami Kamakura (Kodansha) Perspectives from a major publishing house regarding the licensing of their IP for the stage.

3. Discussion

Marketing strategies to gain fan acceptance: How to win over the audience.

Original creators’ thoughts: How do the original authors feel about stage adaptations?

Global potential: Can 2.5D Theater succeed internationally?

Future outlook: What lies ahead for the 2.5D Theater market?

——-

Profile *All Profiles Are From The Time Of The Event

Michiho Matsumoto

Immersed in the world of entertainment from a young age, I joined Nelke Planning Co., Ltd. in 2006 and was appointed as Director in 2016.

I have been involved in the planning of stage adaptations across a wide range of genres. My major works include the launch of Musical Touken Ranbu, as well as Gakuran Opera ‘Teiichi no Kuni’, Stage Play ‘Patalliro!’, Demon Slayer: Kimetsu no Yaiba the Stage, Hypnosis Mic -Division Rap Battle- Rule the Stage, Gekidan EXILE productions, works featuring Nogizaka46, Attack on Titan -the Musical-, and ‘Pretty Guardian Sailor Moon’ The Super Live.

Currently, I am focusing on international expansion and inbound tourism strategies. I am expanding my activities with projects such as Pretty Guardian Sailor Moon -Shining Theater Shinagawa Tokyo-, a long-run production scheduled to open in April 2026.

Hinami Kamakura

I joined Kodansha in 1992 and was assigned to the manga department. Since then, I have worked as an editor for manga targeted at female readers. Some of the major titles I have edited include The Full-Time Wife Escapist (Nigeru wa Haji da ga Yaku ni Tatsu), Oi Piitan!!, and Munou no Taka.

After serving as the Editor-in-Chief of Kiss magazine, I became the General Manager of the Rights Business Department in 2020. In this role, I oversee live-action adaptations (dramas and films) and stage adaptations of Kodansha’s original works. Since 2020, major stage productions I have been involved with include Blue Period, Attack on Titan, Your Lie in April, Showa Genroku Rakugo Shinju, and The Ghost and the Lady.

Takako Iwamoto

Attending Comic-Cons abroad sparked my interest in how Japanese manga and anime are received globally. As a writer, I produce event reports and manga reviews.

I co-authored the book How to Build the Strongest Business Team Learned from ONE PIECE and contributed columns to Manga: Introduction to Edo Period Economics. Operating under the pen name “libro,” I publish “North American Entertainment News,” which covers overseas manga and anime trends with a focus on North America, and “2.5D Theater News,” which tracks developments in the 2.5D theater industry.

Sessions