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Unedited Feed from the NIS America Anime panel at Anime Expo 2011. Transcription: bayoab
Note: ( ) is usually commenting on the panel and was not said.

12:14:31 <bay|AX|NISA> (Filling the room)
12:22:53 <bay|AX|NISA> (Waiting for panelists to setup)
12:26:47 <bay|AX|NISA> (Prinny hat wearing panelist returns, typical technical problems)
12:33:33 <bay|AX|NISA> (Still having technical problems)
12:36:14 <bay|AX|NISA> (We have signal~)
12:36:32 <bay|AX|NISA> thank you for waiting
12:36:33 <bay|AX|NISA> Can you hear me
12:36:36 <bay|AX|NISA> welcome to the nisa anime panel
12:36:41 <bay|AX|NISA> we have a lot of existing stuff we can talk about
12:36:46 <bay|AX|NISA> thank you for your patience
12:36:57 <bay|AX|NISA> my name is naomi(?) and i do pr and marketing
12:37:11 <bay|AX|NISA> first all of you know that we'll be publishing arakwawa under the bridge and katanagatari
12:37:18 <bay|AX|NISA> for ax special, we'll be selling both at the NISA booth
12:37:41 <bay|AX|NISA> This is our first trailer for arakawa under the bridge, please enjoy
12:39:54 <bay|AX|NISA> (This is a long trailer)
12:40:42 <bay|AX|NISA> We have two special guests today
12:40:50 <bay|AX|NISA> we're very excited, ....
12:41:46 <bay|AX|NISA> Chief - Producer of anime business; Hoshi - Anime Localization Director
12:42:55 <bay|AX|NISA> (two people have walked on stage, one wearing a star shaped mask and the shirt and the chief is the kappa from arakwa)
12:42:31 <bay|AX|NISA> Mitsu - Producer, Eugene - Director
12:43:30 <bay|AX|NISA> Chief- Hi , I'm a kappa, i want to apologize for the video issues
12:43:48 <bay|AX|NISA> and we experienced some printing issues, and some delays ...
12:43:58 <bay|AX|NISA> last year was struggling and doing the difference but we have tried out best
12:44:07 <bay|AX|NISA> and we continued to keep improving our process to produce quality anime
12:44:11 <bay|AX|NISA> (one year review says the onscreen)
12:44:16 <bay|AX|NISA> quality first ...
12:44:43 <bay|AX|NISA> we know that quality comes first, but last year, we again realized that quality anything comes first, so we need to make sure we can do 100% quality and then do creativity
12:44:49 <bay|AX|NISA> like adding a book or showcase or something like that
12:44:55 <bay|AX|NISA> reasons to buy -
12:45:11 <bay|AX|NISA> as an anime publishing company, we have to compet e with fansubs, since we just subtitled our anime
12:45:15 <bay|AX|NISA> so we have to add some reason to buy
12:45:39 <bay|AX|NISA> as you may have recognized at our booth, and the lady in the first row already had arakawa... (shows it)...
12:45:52 <bay|AX|NISA> that's our reason... we make for some reason for you to buy our anime, rather than just watching fansubs
12:46:22 <bay|AX|NISA> okay, so... let's move on to some exiciting stuff rather than my boring speech
12:46:16 <bay|AX|NISA> katanagatari trailer
12:47:13 <bay|AX|NISA> (I'll try to recopy speech later with the few parts i had to skip)
12:48:36 <bay|AX|NISA> our direction - maintain 100% quality
12:48:49 <bay|AX|NISA> we want to maintain 100% quality for our anime products as well as our game products
12:48:54 <bay|AX|NISA> and we add some value over price
12:49:22 <bay|AX|NISA> i know the price is big (indicates with hands).... so much hgiher than something from funi or sentai or other competitors, but we believe that we have added... created some values for the price, so please take a look at our products
12:49:43 <bay|AX|NISA> so that you can .feel how we put our energy and passion into our products
12:50:09 <bay|AX|NISA> and this is one of the reason we just subtitled... we know how to voice over since we do games, so we work with voice actors, so we know what to do, but the best reason is that we can make money
12:50:10 <bay|AX|NISA> (onscreen says be responsible)
12:50:21 <bay|AX|NISA> actually...we have money....
12:50:40 <bay|AX|NISA> so.... to be responsible for our business, we have tp somehow break even
12:50:47 <bay|AX|NISA> we can't just do money from video games to pay for voice overs on anime
12:50:55 <bay|AX|NISA> i'm trying to maintain the business by itself
12:50:57 <bay|AX|NISA> so let's go to another trailer
12:51:15 <bay|AX|NISA> Wagnaria aka Working
12:51:49 <bay|AX|NISA> (the subtitles are too small on this trailer)
12:53:00 <bay|AX|NISA> selection guidelines: story driven
12:53:19 <bay|AX|NISA> we prefer story driven titles such as katanagatari and pandora hearts and toradora...
12:53:31 <bay|AX|NISA> and we love the silly, like wagnaria, and our home fox's diety
12:53:49 <bay|AX|NISA> "anti 'fan service'"
12:53:49 <bay|AX|NISA> (applauds)
12:53:50 <bay|AX|NISA> says the screen
12:54:03 <bay|AX|NISA> (onscreen says I like the butts and boobs after)
12:54:09 <bay|AX|NISA> and we do a business
12:54:11 <bay|AX|NISA> i'm a business man
12:54:23 <bay|AX|NISA> so let's show us some... uh...
12:54:23 <bay|AX|NISA> brand new title maybe
12:54:34 <bay|AX|NISA> never announced here... so first time for you to see that it's coming from us
12:54:45 <bay|AX|NISA> Dororon Enma Kun
12:55:21 <bay|AX|NISA> premium packing will be available
12:55:26 <bay|AX|NISA> date to be announced
12:55:38 <bay|AX|NISA> we got the licenses... actually..we don't know when we can publish it...
12:55:44 <bay|AX|NISA> let's wait until the next AX (jokingly)
12:55:57 <bay|AX|NISA> onscreen; what exactly is localization
12:56:14 <bay|AX|NISA> conversion of foreign materials tobe used /enjoyed in another country/region
12:56:31 <bay|AX|NISA> (missed the working title for enma..was ghastly something)
12:56:49 <bay|AX|NISA> approaches to localization.... literal, westernization, translations of meanings
12:56:56 <bay|AX|NISA> example of literal:
12:57:37 <bay|AX|NISA> (vid from arakwawa which is pretty literal)
12:59:27 <bay|AX|NISA> example of westernization....
12:59:57 <bay|AX|NISA> (vid from arakawa)
13:00:29 <bay|AX|NISA> (explains taht the just say no came from the antri-drug campaign and the jp is the jp equivalent)
13:00:59 <bay|AX|NISA> now example of meanings, again arakawa clip
13:01:53 <bay|AX|NISA> (example of zuboshi -> golden star)
13:02:13 <bay|AX|NISA> steps usually taken: read original, watch the anime, translate, edit, screening, proofread
13:02:21 <bay|AX|NISA> that's a simplified version, it takes like 20 cycles.. its not always fun but you have to do it
13:02:29 <bay|AX|NISA> thank you hoshi
13:02:30 <bay|AX|NISA> (who took off the mask)
13:02:43 <bay|AX|NISA> Q&A session
13:03:48 <bay|AX|NISA> Q: if you get enough money to do dubs, will you do it? A: as long as we can believe we can make money doing it, we will, but right now due to the market we don't believe
13:04:36 <bay|AX|NISA> Q: Why is Working in romaji? A: trademark issue...
13:04:38 <bay|AX|NISA> it was already taken, we didn't want to fight it
13:04:42 <bay|AX|NISA> so we selected wagnaria
13:05:07 <bay|AX|NISA> Q: How does popularity in japan reflect on how you choose your titles?
13:05:09 <bay|AX|NISA> A: We usually don't care
13:06:18 <bay|AX|NISA> I'm japanese and I know what moe is and maybe I can tell what sells in japan, but I can't tell what sells int the states so i ask hoshi or NISA
13:06:17 <bay|AX|NISA> my guess is you guys are similar to japanese otaku but you guys are somewhat similar... you have otaku mind, you kjnow what moe is, so finally.. maybe it's the same thing....
13:06:30 <bay|AX|NISA> I put the emphsis on the american market rather than japanese market
13:07:05 <bay|AX|NISA> Q: I would like to thank NIS for working on Cave Story 3D....any additional features being added to it beside 3D?
13:07:24 <bay|AX|NISA> A: Nicolas is working on a bunch of stuff and one cool feature is we have map view on the bottom screen
13:07:30 <bay|AX|NISA> so when you are playing th egmae you can see where you are on the map
13:07:34 <bay|AX|NISA> You can stop by the NISA booth and we'll talk
13:08:39 <bay|AX|Starchild> (missing a q)
13:08:44 <bay|AX|Starchild> Q; what's your plan for future release for blu-ray?
13:08:50 <bay|AX|Starchild> A: as long as we're allowed we'll do it
13:09:00 <bay|AX|Starchild> as long as japan has blu0-ray version, and we can get the rights, we'll do it
13:09:10 <bay|AX|Starchild> and we rather do blu-ray version since it's better quality
13:09:18 <bay|AX|Starchild> [End Q&A]
13:09:28 <bay|AX|Starchild> So...maybe this is our last trailer
13:09:30 <bay|AX|Starchild> and this is another first showing
13:11:26 <bay|AX|Starchild> Kimi ni todoke - From Me to You
13:11:43 <bay|AX|Starchild> "enjoy your first love" was the hint
13:12:47 <bay|AX|Starchild> vol 1 premium
13:12:52 <bay|AX|Starchild> gah... went off the screen too fast...
13:13:02 <bay|AX|Starchild> will be released in october
13:13:06 <bay|AX|Starchild> at the NISA booth we're taking preorders
13:13:13 <bay|AX|Starchild> thank you so much...
13:13:20 <bay|AX|Starchild> we're here because you are supporting us
13:13:25 <bay|AX|Starchild> thank you to hoshi and kappa
13:13:32 <bay|AX|Starchild> and enjoy your ax 2011
Notes: None