While anime had entered markets beyond Japan in the 1960s, it grew as a major cultural export during its market expansion during the 1980s and 1990s. The anime market for the United States alone is “worth approximately $4.35 billion, according to the Japan External Trade Organization”. Anime has also had commercial success in Asia, Europe and Latin America, where anime has become more mainstream than in the United States. For example, the Saint Seiya video game was released in Europe due to the popularity of the show even years after the series has been off-air.
Anime distribution companies handled the licensing and distribution of anime outside Japan. Licensed anime is modified by distributors through dubbing into the language of the country and adding language subtitles to the Japanese language track. Using a similar global distribution pattern as Hollywood, the world is divided into five regions.
Some editing of cultural references may occur to better follow the references of the non-Japanese culture. Certain companies may remove any objectionable content, complying with domestic law. This editing process was far more prevalent in the past (e.g. Voltron), but its use has declined because of the demand for anime in its original form. This “light touch” approach to localization has favored viewers formerly unfamiliar with anime. Robotech and Star Blazers were the earliest attempts to present anime (albeit still modified) to North American television audiences without harsh censoring for violence and mature themes.
With the advent of DVD, it became possible to include multiple language tracks into a simple product. This was not the case with VHS cassette, in which separate VHS media were used and with each VHS cassette priced the same as a single DVD. The “light touch” approach also applies to DVD releases as they often include both the dubbed audio and the original Japanese audio with subtitles, typically unedited. Anime edited for television is usually released on DVD “uncut”, with all scenes intact.
Some fans add subtitles to anime on their own and distribute the episodes. These are known as fansubs. Often, people will collect these fansubs and upload them to websites which they also put advertisements on so as to earn money, which violates copyright laws in many countries. The ethical implications of distributing or watching fansubs are topics of much controversy even when fansub groups do not profit from their activities. Once the series has been licensed outside of Japan, fansub groups often cease distribution of their work. In one case, Media Factory Incorporated requested that no fansubs of their material be made, which was respected by the fansub community. In another instance, Bandai specifically thanked fansubbers for their role in helping to make The Melancholy of Haruhi Suzumiya popular in the English speaking world.
The Internet has played a significant role in the exposure of anime beyond Japan. Prior to the 1990s, anime had limited exposure beyond Japan’s borders. Coincidentally, as the popularity of the Internet grew, so did interest in anime. Much of the fandom of anime grew through the Internet. The combination of internet communities and increasing amounts of anime material, from video to images, helped spur the growth of fandom. As the Internet gained more widespread use, Internet advertising revenues grew from 1.6 billion yen to over 180 billion yen between 1995 and 2005.
Broadcasting
TV networks regularly broadcast anime programming. In Japan, major national TV networks, such as TV Tokyo broadcast anime regularly. Smaller regional stations broadcast anime under the UHF. In the United States, cable TV channels such as Cartoon Network, Disney, Syfy, and others dedicate some of their timeslots to anime. Some, such as the Anime Network and the FUNimation Channel, specifically show anime. Sony-based Animax and Disney’s Jetix channel broadcast anime within many countries in the world. AnimeCentral solely broadcasts anime in the UK.
Influence on World Culture
Anime has become commercially profitable in western countries, as early commercially successful western adaptations of anime, such as Astro Boy, have revealed. The phenomenal success of Nintendo’s multi-billion dollar Pokémon franchise was helped greatly by the spin-off anime series that, first broadcast in the late 1990s, is still running worldwide to this day. In doing so, anime has made significant impacts upon Western culture. Since the 19th century, many Westerners have expressed a particular interest towards Japan. Anime dramatically exposed more Westerners to the culture of Japan. Aside from anime, other facets of Japanese culture increased in popularity. Worldwide, the number of people studying Japanese increased. In 1984, the Japanese Language Proficiency Test was devised to meet increasing demand. Anime-influenced animation refers to non-Japanese works of animation that emulate the visual style of anime. Most of these works are created by studios in the United States, Europe, and non-Japanese Asia; and they generally incorporate stylizations, methods, and gags described in anime physics, as in the case of Avatar: The Last Airbender. Often, production crews either are fans of anime or are required to view anime. Some creators cite anime as a source of inspiration with their own series. Furthermore, a French production team for Ōban Star-Racers moved to Tokyo to collaborate with a Japanese production team from Hal Film Maker. Critics and the general anime fanbase do not consider them as anime.
Some American animated television-series have singled out anime styling with satirical intent, for example South Park (with “Chinpokomon” and with “Good Times with Weapons”). South Park has a notable drawing style, itself parodied in “Brittle Bullet”, the fifth episode of the anime FLCL, released several months after “Chinpokomon” aired. This intent on satirizing anime is the springboard for the basic premise of Kappa Mikey, a Nicktoons Network original cartoon. Even clichés normally found in anime are parodied in some series, such as Perfect Hair Forever. Anime conventions began to appear in the early 1990s, during the Anime boom, starting with Anime Expo, Animethon, Otakon, and JACON. Currently anime conventions are held annually in various cities across the Americas, Asia, and Europe. Many attendees participate in cosplay, where they dress up as anime characters. Also, guests from Japan ranging from artists, directors, and music groups are invited. In addition to anime conventions, anime clubs have become prevalent in colleges, high schools, and community centers as a way to publicly exhibit anime as well as broadening Japanese cultural understanding.
Viewers may also pick up on Japanese terms either within or related to anime, though at times those words may take on different connotations. For instance, the Japanese term otaku is used as a term for anime fans beyond Japan, more particularly the obsessive ones. The negative connotations associated with the word in Japan have lessened in foreign context, where it instead connotes the pride of the fans.