Nintendo's Strategic Evolution: The Success of Super Mario's Film Adaptation
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Chapter 1: The Box Office Triumph of Super Mario
Have you had a chance to watch the film adaptation of "Super Mario Brothers"? The movie has not only excelled at the box office in Taiwan but also made impressive earnings in Japan and the United States. As reported by Box Office Mojo, by May 18, 2023, the film had already generated over 60.92 million USD in Japan alone, a mere three weeks post-release. Its worldwide box office revenue has surpassed 1.218 billion USD, placing it fourth in global rankings. There is a good chance it will overtake "Frozen 2," which currently leads with 1.454 billion USD. The film's success can be attributed to the dedicated support of Mario enthusiasts worldwide, as well as Nintendo's unique production strategy. This 94-minute feature is steeped in the iconic essence of Mario, without introducing any entirely new concepts solely for the film. This approach was the original intent behind the collaboration between Chris Meledandri, founder of Illumination, and Shigeru Miyamoto, the legendary creator of Mario at Nintendo.
Chapter 2: Nintendo's Strategic Shift in IP Utilization
Those acquainted with Nintendo's past will recognize that the company was quite conservative regarding the use of its intellectual property across various media until 2014. In January of that year, Nintendo officially declared its initiative to extend its characters beyond gaming platforms, exploring a range of potential applications for their intellectual property. This expansion included the release of mobile applications such as "Super Mario Run" and "Animal Crossing: Pocket Camp" in 2016, along with the inauguration of the "Nintendo Store" in 2019. Following extensive planning, the "Super Nintendo World" theme park opened at Universal Studios Japan in 2021, generating another surge of interest in Nintendo and notable performance. This success paved the way for Universal Studios to unveil a second "Super Nintendo World" in Hollywood in 2023. The "Super Mario Brothers Movie" serves as a continuation of this series of initiatives.
Section 2.1: The Impact of Film on Nintendo's Core Business
Revitalizing its once-iconic intellectual property has proven to be a fruitful strategy for Nintendo, as evidenced by its financial reports. During an earnings meeting in May, Nintendo President Shuntaro Furukawa remarked, "The box office performance and its resulting impact are undeniable. The film has reignited interest in the Mario game series among younger audiences and significantly boosted sales for Nintendo Switch hardware and software." This is precisely why Illumination and Nintendo opted not to introduce any elements that were not part of the original game. "The ultimate aim of our film ventures is to enhance Nintendo's primary business, which is video games," stated President Furukawa. Among all Mario titles, "Super Mario Kart 8 Deluxe" has emerged as the top seller, with 53.79 million copies sold as of March 2023. With the North American retail price of 60 USD per copy, total sales have exceeded 3.2 billion USD. Cumulatively, all Mario games have surpassed 100 million copies sold.
Section 2.2: Innovating for the Future of Content
While Nintendo diligently protects Mario's legacy in video games to ensure consistent portrayal in the film, an interesting detail was incorporated. Observant viewers who have experienced both the English and Japanese versions of the film may notice differences in dialogue. Due to the unique pacing of dialogue in these languages, the production team crafted separate scripts for both versions. While this practice is uncommon in the film industry, it is a standard approach in the gaming sector, where in-game dialogue often undergoes adjustments to fit different languages. This film illustrates a clear trajectory for the future of the content industry — content remains timeless; its longevity depends on effective utilization.
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