If you thought it was a long wait for The Avengers when it came out last May, try being a Japanese fan. The blockbuster is slated to finally come out in the land of the rising sun this month, But it’s not the wait that’s irking some of our Japanese friends, it’s the rather bluntness the promotions team is using to promote the film. The above poster features the tagline: 日本よ、これが映画だ, which translates as “Hey Japan, this is a movie.”
Some in Japan are taking this to mean that American film producers and studios are telling them that this is what a movie looks like. All those silly Japanese pictures are nothing like real movies made by Americans. In America. The Seven Samurai, Spirited Away, Ringu, Godzilla, Akira, Battle Royale… What do Japanese filmmakers know about making movies?
Complaints about the tagline started with journalist Takashi Odajima who noted its cultural imperialism and a deep sense of superiority. From my point of view sometimes people read too much into these things, but I can appreciate the view of Japanese people on this. Personally, I think given the fact of The Avengers overwhelming box office accumulation, wherein it became the third highest-grossing movie of all time, it was just some marketing guy’s idea of a macho boast.It really should read like, “Hey Japan!” Followed by saying, “This is a movie,” in your best monster truck voice.
But some Japanese posters on the textboard 2ch have even pointed out that the tagline was “likely thought up by a Japanese person.” But others have attempted to battle humor with humor though. In response, Metal Gear Solid creator Hideo Kojima tweeted a humorous ad made by the team behind Japanese film The Kirishima Thing saying, “Hey Hollywood, this is a Japanese movie.”
Hopefully, the potentially imperial tone of the poster won’t ruin the good time of the Japanese fans checking out The Avengers. Maybe next time they can go with something like “Come for the action, stay for the shwarma.”
Source: The Mary Sue