Japanese Company Behind Godzilla Moving Westward
Toho, the largest movie group in Japan, is expanding to the United States. It created and still owns the Godzilla character.
As part of the company’s “Vision 2021 Plan,” an effort to improve international strategy and marketing of the Godzilla enterprise, Toho’s subsidiary Toho International, Inc. will expand to Los Angeles. The company hopes that through the expansion it will collaborate more with Hollywood. The company also wants to make a profit which surpasses 50 billion Japanese yen, which is about $446 million.
“We will work toward the full implementation of JAPAN IP (Japanese entertainment content by Toho and others) on a global scale,” the company said.
Toho’s strategy at the moment is to license its giant monster films in the West. Legendary is currently in charge of producing these movies in America and it is unclear how this will change with Toho’s larger Western presence. Legendary Entertainment’s IP lend of Godzilla will expire soon, but Legendary will continue to maintain those rights as long as it makes more Godzilla films, reports Variety.
Toho will also receive $14 million in order to increase activity. Hiroyasu Matsuoka, who has been president and general manager of the sales division at Toho since 2008, will be the subsidiary’s representative director.
Toho International, Inc. was established in 1953, but its involvement has largely been in real estate. The subsidiary only made $12,000 in the last three years.
Godzilla: King of the Monsters will bereleased in the United States on May 31. It will also be released inseveral other territories, including Japan, Norway, and India. Germany, Greece, and Hong Kong are just three of 16 markets that will receive the film a day earlier. The film will be thethirty-third entry in the Godzilla franchise. Box Office Mojo only lists theworldwide unadjusted gross of four of the films – Godzilla (1998), Godzilla 2000 (2000), Godzilla (2014) and Shin Godzilla (2016) – on its page for the franchise, but these four films alone have grossed $999 million globally.