Interactive Anime ‘Hypnosis Mic’ Becomes Surprise Box-Office Hit

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As a gamer, I can’t help but envision a movie-going experience where phone usage isn’t seen as a nuisance, but rather an integral part of the entertainment itself. King Records, a Japanese production company, has come surprisingly close to making this unconventional idea a reality with their groundbreaking musical anime feature, Hypnosis Mic: Division Rap Battle. They claim it’s the world’s first fully interactive theatrical film.

Debuting on February 21st in approximately 85 Japanese cinemas, Hypnosis Mic: Division Rap Battle managed to secure the eighth spot at Japan’s box office during its opening weekend and has amassed over $5 million so far. What sets this movie apart, though, is that more than 30% of its viewers chose to watch it multiple times.

Repeated viewings are a crucial element that attracts both viewers and investors in the world of interactive movies, according to the creators of Hypnosis Mic.

To enjoy the “Hypnosis Mic” anime, viewers need to download a mobile app onto their phones first and then scan a QR code at the cinema that indicates which screening they’ve chosen. The story revolves around six rap groups competing for musical fame and success, with the narrative unfolding through a series of battles (accompanied by original songs from popular Japanese hip hop acts like Creepy Nuts and Kreva). Throughout the movie, viewers are encouraged to vote on their preferred outcomes, and the film is edited in real-time based on these votes. The length of a single viewing can vary between 100 to 106 minutes depending on the story path chosen. In total, there are over five hours of footage available, consisting of more than 48 unique versions tailored to audience preferences.

According to Kenji Okazaki, an executive at King Records, both the narrative and the performers who are part of it significantly captivate the audience. However, he adds that the involvement of the audience deepens when they help shape the story alongside other viewers. This is because the fans frequently revisit the theater in hopes of witnessing their preferred sequence of events, but this isn’t always possible as it involves a voting process.

Interactive storylines have been around for a while, not just in gaming or television. In fact, Netflix introduced an interactive movie called “Bandersnatch” as part of the science fiction series “Black Mirror” back in 2018.

Interactive narratives are nothing new; they’ve been used in both gaming and television for a long time now. For instance, Netflix debuted an interactive film called “Bandersnatch” within the science fiction collection “Black Mirror” back in 2018.

Ronan Wong, CEO of Kino Asia, shares that Hypnosis Mic marks a novelty as it’s the first theatrical presentation of interactive content. Unlike traditional viewing where one individual controls their TV or gaming device at home, this is a collective engagement with the content. Essentially, there are two aspects to the experience: the content itself and the audience’s interaction with it.

King Records broadcasts the results of the votes live on their platform, enabling viewers to rally behind their preferred character either prior to screenings or simultaneously during them.

The technology necessary for conducting interactive screenings is surprisingly straightforward for cinemas. Companies like King Records and Kino Asia provide a compact device, roughly the size of two PlayStation consoles, which can be installed in place of a Digital Cinema Package (DCP). This device only needs two connections: a high-speed internet connection and a 2K or 4K link to the cinema’s projector.

Our business structure mirrors that of IMAX, with patrons paying a higher-than-average admission fee – around 2,500 yen in Japan, equivalent to approximately $18 USD. This premium price is then divided between our theater and King Records.

According to Okazaki, King Records is working on more interactive titles. Additionally, the executive is currently in Hong Kong at the Filmart content market, where they will be meeting with prospective distribution partners from various Asian regions for the Hypnosis Mic project and its associated technology.

The “Hypnosis Mic” interactive element marks the newest addition to an expansive anime franchise created by King Records. This franchise encompasses both music publishing ventures and a highly-acclaimed anime television show.

According to Okazaki, there’s already a fanbase for the Hypnosis Mic franchise in Korea and China. He believes that we can quickly share the concept of interactive films with other markets based on this interest.

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2025-03-19 01:56