Japanese Film Festival 2021 FESTIVAL REPORT 2021DECEMBEROCTOBER–
3 CONTENTS MESSAGE FROM THE DIRECTOR JFF PROGRAM CATEGORIES JFF IN A AUDIENCESOCIALMARKETINGOURPROGRAMNUTSHELLHIGHLIGHTSAUDIENCEHIGHLIGHTSHIGHLIGHTS 1716141210865 32313026242018MARKETING IMAGERY COVERAGEPUBLICITY HIGHLIGHTS FESTIVAL PARTNERS PARTNER THANK YOU JFF DATES & LOCATIONS FINAL COMMENTS
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DIRECTORTHEFROMMESSAGE
As the 25th Japanese Film Festival (JFF) comes to a close, I would like to express my gratitude for your support in another successful festival on behalf of The Japan Foundation, Sydney.
Now, more than ever, we thank you for your support in bringing Japanese cinema to Australia. We look forward to seeing you again at the next JFF.
This year presented many challenges for the Festival due to the ongoing COVID-19 pandemic, as closed state and country borders and the uncertainty of lockdowns affected its planning.
Despite these hurdles, our team remained dedicated to bringing the best in Japanese cinema to Australia and were able to deliver a number of successful programs throughout the 2021 Japanese fiscal year.*
This year we were thrilled to bring JFF 2021 back to Australian cinemas after two years, with the program touring five major cities across the country. JFF 2021 included Latest Releases, a free Special Series of films by avant-garde director Shūji Terayama and JFF Online, where a small selection of Japanese films streamed for free during the festival period. Our Satellite program also toured nine regional centres across Australia before JFF Online made a return in 2022, with audiences from all corners of Australia tuning in to stream 17 Japanese films online for free for two weeks in February.
SHONO Keiji
TheDirectorJapan Foundation, Sydney *NB: The Japanese fiscal year runs from April to March 5
6 CATEGORIESPROGRAMJFF CITIES TOURED (5)ATTENDEES SCREENINGS SydneyMelbourneBrisbanePerthCanberra 17,0865,1476,1123,5461,413868 1444445271612TOTAL *Cinema capacity restrictions in place in some cities due COVID-19. IN-CINEMA © 2020 “Hold Me Back” Film Partners After two years JFF 2021 returned to cinemas, with the main program offering both new releases from Japan and a free Special Series of classic films by avantgarde director Shūji Terayama. A total of 28 films were screened, with the program touring five major cities across Australia.
SATELLITE ONLINE ATTENDEES SCREENINGS TownsvilleNewcastleHobartGoldDarwinCoffsCairnsBunburyAdelaideHarbourCoast TOTAL *Capacity was limited due to COVID-19 restrictions in some cities. CITIES TOURED (9) 3,13221945382480564348474415205 33644333334 TOTAL NUMBER OF AUDIENCEVIEWERS FILMS Nationwide 49,819 22 © Mariko
The JFF Satellite Program tours a handpicked selection of Japanese films across Australia, partnering with local organisations to bring free screenings to regional centres. JFF Satellite 2021 featured films ranging from fan favourites to heartfelt indie titles, and travelled to 9 cities between late 2021 and early 2022 (season extended due to COVID-19). Yamauchi/SHUEISHA,
“Aristocrats” Film PartnersPhoto by AJANT
7 2022 is the second year that JFF Online has taken place. Born in 2021 in response to the COVID-19 pandemic, the free online Festival is an initiative of The Japan Foundation that takes place in 25 countries, allowing audiences around the world to experience the best of Japanese cinema from home. Thanks to its streamed online format, JFF Online 2022 was able to reach audiences from all over Australia, including those who cannot access our physical festival easily. In the past, many JFF viewers have lamented the problem of accessibility for those who cannot access movie theatres easily, including people with disabilities and those who live far away from our major cities. With this in mind, we were delighted to make both newly released films and old favourites available for all to enjoy through the online festival.
8 AINJFF NUTSHELL 199 SCREENINGS(IN-CINEMA) 54 (IN-CINEMAFILMS&ONLINE) 14 (IN-CINEMA)CITIES 58 BOOKEDSESSIONSOUT(IN-CINEMA) 71% SEATS(IN-CINEMA)FILLED
9 70,037 TOTAL BREAKDOWNAUDIENCEAUDIENCE 17,086 In-Cinema 3,132 Satellite 49,819 Online
IN-CINEMA SCREENINGS + OPENING RECEPTIONS In Perth, Brisbane, Melbourne and Sydney, JFF kicked off with opening nights in each city, where audiences enjoyed the Australian premiere of Hokusai, the biopic of ukiyo-e artist Katsushika Hokusai directed by Hajime Hashimoto. The events were an exciting way to kick off the festival for audiences who had not only been missing JFF, but who had been longing to return to cinemas after extended lockdowns.
10 PROGRAM HIGHLIGHTS
While closed international borders hindered our ability to host guests from overseas, JFF 2021 included a number of exciting talk events with local experts. Melanie Eastburn (Senior Curator of Asian Art at the Art Gallery of NSW) and Wayne Crothers (Senior Curator of Asian Art at National Gallery of Victoria) gave post-film talks following screenings of Hokusai, delving into the history of Japanese woodblock prints. Dr Lucy Fraser and Professor Kaori Okano also gave postfilm talks after screenings of Hold Me Back, discussing modern romance and gender norms in Japanese society.
POST-SCREENING TALKS
Despite not being able to physically attend JFF 2021, directors introduced their films to Australian audiences by providing videos in which they discussed their films and the production process. These videos were played before JFF screenings and made available for fans to watch on social media, in order to generate excitement for the festival.
DIRECTOR’S MESSAGE VIDEOS
Top & middle: Photo by Julius Pang, bottom: Photo by Joanna Yifan Zheng
Formerly known as the Classics program, our Special Series put avant-garde filmmaker Shūji Terayama in the spotlight. Audiences were able to watch some of the most provocative and visually stunning masterpieces from the Japanese auteur on the big screen, with the prints being delivered all the way from Japan.
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JAL X JFF SURVEY GIVEAWAY In all cities, JFF attendees had the chance to win one of three pairs of return flights to Japan with Japan Airlines by simply completing a post-film survey. The survey was accessible both via QR codes at the cinema venue and links on the JFF website.
NEW VENUE (PALACE CINEMAS)
JFF 2021 marked a significant change as the festival changed venues, moving to Palace Cinemas across the country. As a result we were able to reach a different audience from our usual demographic, with a significant number of first-time JFF attendees participating in the festival.
Middle: Photo by Wilson Yeung Chun Wai
SPECIAL SERIES: SHŪJI TERAYAMA
12 OUR AUDIENCE Following the festival’s venue change to Palace Cinemas, JFF was able to reach a different demographic from those who had attended in previous years. There was an increase in attendees aged 45 years and over skewing towards women, reflecting the existing customer base of Palace Cinemas. There was also a significant number of first-time JFF attendees in the audience, in line with trends seen in previous festival years. JFF audiences continued to be satisfied with the Festival program, with over 90% saying that the festival deepened their understanding of Japan. IN-CINEMA 90% DEEPENEDOFUNDERSTANDINGJAPAN WHAT IS YOUR GENDER?58%FemaleMale40%2% Non Binary/other CULTURAL88%BACKGROUND Non Japanese Japanese12%
13 WHAT IS YOUR AGE GROUP? 18-24 35-44 55+<18 25-34 45-54 FIRST TIME VS PATRONSRETURNING ONLINE WHAT IS YOUR AGE GROUP? 18-24 35-44 55+<18 25-34 45-54 98% DEEPENEDOFUNDERSTANDINGJAPAN FIRST TIME VS PATRONSRETURNING46%FirsttimeReturning54% WHAT IS YOUR GENDER?58%FemaleMale39% 3% Non Binary/other 3% 12% 31% 19% 16% 19% 0.3% 3% 9% 17% 21% 50% 96% SATISFACTIONAUDIENCE 96% Returning60%SATISFACTIONAUDIENCEFirst40%time
14 MARKETING WEBSITEONLINEIN-CINEMA AvgSessionsUserspage per session (better than industry standard of 2.54) SessionsUsers 231, 3,324,483322,5093842.5868,787153,439 Total played minutes watch.jff.jpf.go.jpjapanesefilmfestival.net
E-NEWSLETTERFACEBOOK INSTAGRAM TWITTER new likesIncrease:Increase:Current:Current: new followers Increase:Current: new followers5323,9782,9626,9373,44541,6244.8%39.3%8,98022,545Increase:Current: Average open rate: Average clicks: new subscribers 15
16 HIGHLIGHTSSOCIAL
17 HIGHLIGHTSAUDIENCE
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20 PUBLICITY Despite uncertain conditions surrounding COVID-19 throughout the year, the JFF 2021 publicity campaign achieved standout coverage across radio, print, TV and online media. The timing of our Program Launch with the easing of lockdown restrictions in Sydney and Melbourne was especially effective, as JFF secured 316 media spots throughout the campaign with an estimated total circulation of 20,805,270. Highlights included a radio interview and article featuring Hokusai scriptwriter and actor Len Kawahara by SBS Japanese, as well as a national TV spot.
The JFF Online 2022 publicity campaign also generated media coverage across a range of platforms, despite a relatively short campaign period. A total of 118 media spots were secured across print, radio, and online media, with an estimated total circulation of 14,661,760. Standout coverage included features on national online publications such as Broadsheet and Concrete Playground, as well as printed articles in The Sunday Times and The West Australian.
TotalIN-CINEMACirculation 20,805,270 Total Media Breaks 316 TVRadioPrintOnlineBreakdown28218151 Total interviews secured 19
21 TotalONLINECirculation 14,661,760 Total Media Breaks 118 RadioPrintOnlineBreakdown10963 Total interviews secured 4
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press clip
THE opening film in the coming Japanese Film Festival will be “Hokusai”, Hajime Hashimoto’s star-studded biopic about the life of legendary Japanese “ukiyo-e” woodcut artist Katsushika Hokusai. There’ll also be fantasies, thrillers and avant-garde features from contemporary cinema. Palace Electric Cinema and National Film and Sound Archive, October 28-November 2. Book japanesefilmfestival.netatRACHELKenthastaken up the position of CEO at Bundanon, on the Shoalhaven. With the launch of the new art museum and bridge for creative learning imminent, chances are we’ll be hearing more of its exhibitions, collection displays, public programs and learning opportunities. As well, the artist-in-residence program will be revitalised for 2022, while the homestead and the Yvonne Boyd studio will reopen before Christmas.
Canberra City News Thursday 21/10/2021 Page: 20 Section: General News Region:
More at 2019,premieredonforawrightCANBERRAbundanon.com.auauthorandplay-MauraPierlothasreleasedbookonyouthmentalhealthMentalHealthMonth.Basedherplay,“Fragments”,whichatTheStreetTheatreinitcaptureswhatit’sliketobe a teenager in distress as eight young people navigate high school and beyond. For ages 13+. FINDING a way of keeping the “Come Alive” festival of museum theatre alive has, alas, proved impossible, despite the support of Daramalan College and the National Portrait Gallery. But, director Peter Wilkins says at least six schools have offered to be part of a festival of visual performance, where Peter van Rijswijk will put together submitted videos for show later this year. “9 TO 5”, Dolly Parton’s West End smash-hit musical, dropped earlier this year because of covid, will open in February at the Capitol Theatre, Sydney, with tickets on sale from October 25. Inspired by the hit film, the musical tells the story of Doralee, Violet and Judy, three workmates pushed to the edge by their meanspirited boss. Waitlist now at 9to5themusical.com.au “Hokusai”... opening the Japanese Film Festival. Rachel Kent… new CEO at Bundanon.
AUS:
Ref: 1521646024 Copyright Agency Limited (CAL) licenced copy Canberra, AU Circulation: 42001 Type: Suburban Size: 257.00 sq.cms. 1300 1 SLICE NZ: 0800 1 SLICE service@slicemedia.com
Woodcut artist star of the film festival ARTS IN THE CITY
“The satisfaction of this film is truly summed up in its vivid creation. Seeing each different art form in loving detail is incredible…”
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Goomba Stomp on The Fable: The Killer Who Doesn’t Kill
The Reel Bits on Last of the Wolves “...a clever, funny and at times thought provoking time-travel movie.”
It's On The House on Beyond the Infinite Two Minutes
Fiction Machine on Sumodo ~TheofSuccessorsSamurai~
“…this sequel tops it in every way. Yes, there’s still a fair bit of blood, but there’s also a wicked driving narrative in this clash of wills.”
“This is a long-overdue profile into a uniquely Japanese phenomenon, with characters interesting enough to appeal well beyond the narrow audiences of sports enthusiasts and Japanobsessives. It is more than enough to make one a fan of the game itself.”
Goomba Stomp on Hokusai “The set pieces and fights look incredible, an action extravaganza with a healthy dose of comedy…”
24 PRINT ONLINE HIGHLIGHTSCOVERAGE
25 SOCIAL MEDIA TELEVISION
GIVEAWAY JFF partnered with major festival Japan Airlines to promote the JFF Giveaway, giving attendees the chance win one of three pairs of return flights Japan by simply completing the post-film survey. Audiences were incredibly to participate in the giveaway with entries received, resulting in a successful partnership for both parties.
Photo by Wilson Yeung Chun Wai
JFF would not be possible without the invaluable support of our Festival partners. Supporting the Festival goes beyond financial or promotional assistance – it’s a chance to champion foreign cinema and celebrate cultural diversity. At JFF we are proud to facilitate the gathering of Australian, Japanese and other foreign brands, resulting in a homegrown multicultural event.
PARTNERSFESTIVAL
JFF X JAPAN AIRLINES FLIGHTS
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Top: Photo by Wilson Yeung Chun Wai, bottom: Photo by Joanna Yifan Zheng
27 partner JFF x chanceJALto flightspost-filmto incredibly eager withsuccessful5,306
28 Top: Photo by Wilson Yeung Chun Wai, middle: Photo by Julius Pang, bottom: Photo by Docqment
Major partner Choya promoted their product in a lucky giveaway, in which randomly selected members of the audience won a bottle of The Choya Craft Fruit. Prize-winners were delighted by the surprise giveaway, which was announced during speeches prior to each Opening Night screening in all cities. All Opening Night guests also received goodie bags containing items from sponsors such as Sushi Hub, Sekisui House and JNTO.
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Photo by Docqment
EVENT ACTIVATIONS Through event activations at JFF Opening Nights, Pinnacle Drinks promoted their product Monsutā Beer and provided refreshments for audiences. The bold sumo design of the cans was a hit with attendees, with many posting the drink to social media. Sakeshop also served drinks at the event in Sydney and were able to provide guests with tastings of their product Kuromatsu Hakusen Aya.
30 Photo by Julius Pang
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32 THANKPARTNER YOU PARTNERSSATELLITEPARTNERSLOCALPARTNERSMEDIAPARTNERSVENUEPARTNERSGOVERNMENTPARTNERSCULTURALPARTNERSMAJORPARTNERSPREMIUM N AKAN O DARLING K NO DA L G
Japanese Film Festival 2021 IN-CINEMA Canberra 28 Oct - 2 Nov 2021 Palace Electric & NFSA *NB: Opening night & Special Series were cancelled due to COVID-19 Perth 4-7 November 2021 Palace Raine Square Brisbane 11-21 November 2021 Palace Barracks & James St Melbourne 18 Nov - 5 Dec 2021 Palace Kino & ACMI Sydney 25 Nov - 5 Dec 2021 Palace Norton St, Chauvel, Verona & Central Nationwide 15-21 November 2021 Online SATELLITE Bunbury 3,4 & 11 September 2021 Bunbury EntertainmentRegionalCentre Townsville 2-3 November 2021 BCC Cinemas Townsville Central Darwin 23 October 2021 BCC Cinemas Casuarina Hobart 12-13 November 2021 Wide Angle TasmaniaSouth Hobart / Village Eastlands - Rosny Park Cairns 14 November 2021 Event Cinemas Smithfield Newcastle 20-21 November 2021 Event Cinemas Kotara Adelaide 3 & 5 December 2021 Mitcham Cinemas Gold Coast 5 December 2021 Event Cinemas Robina Coffs Harbour 5-6 February 2022 Jetty Memorial Theatre JFF ONLINE 2022 Nationwide 14-28 February 2022 NB: JFF 2021 took place within the Japanese fiscal year ending March 2022 JFF DATES & LOCATIONS 33
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Having reached the 25th year of JFF, we are proud to be part of a new era of hybrid film festivals in Australia. Our variety of programs in 2021 meant that audiences from all corners of the country were able to enjoy the festival, whether they attended our in-person screenings or enjoyed JFF Online from the comfort of home. With our film offerings ranging from the latest box office hits to older releases, there was something for everyone to enjoy at JFF 2021 Of course, a big highlight of JFF 2021 was the return of our main festival to cinemas after two years. After reconnecting with audiences, we were reminded of what we love so much about film. There’s nothing quite like the communal viewing experience of going to the movies, and JFF is a unique opportunity for fans of Japanese culture to come together and celebrate Japanese cinema. Despite disruptions experienced throughout the year, we are proud that we were able to bring back the in-cinema experience for JFF audiences in 2021. This year, our festival’s theme was ‘resilience in the face of adversity’. While the theme reflected the JFF 2021 film program, our team also faced numerous obstacles during the planning of this year’s festival due to closed state and country borders, as well as uncertainty surrounding lockdowns in our major cities. Nonetheless, in a year of many hardships it was a delight to reconnect with cinemagoers once again. Thank you for your support in 2021, and we look forward to seeing you again in cinemas and online to celebrate the best in Japanese filmmaking again next year.
COMMENTSFINAL
From the return of the festival to cinemas to our extensive range of in-person and online programs, 2021 was an incredibly exciting year for JFF, despite disruptions caused by the ongoing pandemic.
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36 TEAM2021FESTIVAL Festival Director Yurika Sugie Programmers Susan SimonneBuiGoranChiaraPallini Assisted by Mai Le, Manisay Oudomvilay & Annabelle Gorga SOCIALS Facebook @ japanesefilmfest Instagram @ japanesefilmfest Twitter @ japanfimfest WEBSITE japanesefilmfestival.net CONTACT The Japan Foundation, Sydney Level 4, Central Park 28 ChippendaleBroadway NSW 2008 02 8239 0055 japanesefilmfestival@jpf.org.au
