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Unedited Feed from the NIS America Anime panel at Otakon 2012. Transcription: bayoab
Note: ( ) is usually commenting on the panel and was not said.

08:50:47 <bay|Ota|NISAnime> (why 9am panel why)
09:04:05 <bay|Ota|NISAnime> (still filling room)
09:05:38 <bay|Ota|NISAnime> test
09:05:46 <bay|Ota|NISAnime> how's it going everybody
09:05:49 <bay|Ota|NISAnime> thank you guys for coming
09:05:52 <bay|Ota|NISAnime> i know it's 9 am in the morning
09:05:56 <bay|Ota|NISAnime> it's early for us too
09:06:00 <bay|Ota|NISAnime> this is actually our first time at otakon
09:06:10 <bay|Ota|NISAnime> this is actually our first appearance on the east coast in general so we're happy to be here
09:06:20 <bay|Ota|NISAnime> so first and foremost, i'm ryan phillips, i do pr and marketing for NIS
09:06:47 <bay|Ota|NISAnime> and next to me is mitsu hiroka, he's our producer, and eugene chen, localization director
09:06:51 <bay|Ota|NISAnime> first, a quick waarmup
09:06:54 <bay|Ota|NISAnime> (sizzle reel)
09:07:32 <bay|Ota|NISAnime> (silence until toradora shows up)
09:07:49 <bay|Ota|NISAnime> all right
09:08:13 <bay|Ota|NISAnime> so before we get started, a few small things, all of our anime is available on the online store, basically nisamerica has a small store connected to our website
09:08:22 <bay|Ota|NISAnime> we actually make a lot of promotional bonus items that come free with premium editions online
09:08:25 <bay|Ota|NISAnime> stop by our store, check it out
09:08:29 <bay|Ota|NISAnime> some really rad items
09:08:34 <bay|Ota|NISAnime> esspecially for ghastly prince emma
09:09:46 <bay|Ota|NISAnime> we get pretty creative with the items and it's free shipping domnestic
09:09:45 <bay|Ota|NISAnime> i do the facebook page and the newsletter
09:09:45 <bay|Ota|NISAnime> so if you guys ever make it there, like us, check it out, and all of our news, as soon as we make it, is ther, so either there or facebook is the best bet to new announcements
09:09:47 <bay|Ota|NISAnime> or twitter...
09:09:46 <bay|Ota|NISAnime> new products
09:09:45 <bay|Ota|NISAnime> anohana, kimi ni toodke, bunny drop ghastly prince emma natsume's book for friends, unannounced title
09:11:49 <bay|Ota|NISAnime> and we have a new unannounced title today for the end of the panel
09:11:49 <bay|Ota|NISAnime> would you like to see some trailers/
09:11:50 <bay|Ota|NISAnime> first, showing off our giveaways
09:11:50 <bay|Ota|NISAnime> so let's get back onto the trailers
09:12:16 <bay|Ota|NISAnime> (anohana trailer)
09:13:10 <bay|Ota|NISAnime> so anohana is available now, we're actually pretty low in stock...
09:13:48 <bay|Ota|NISAnime> our store is sold out... trsi (and missed the other place) may have a few left... better hurry cause we won't restock till october if it goes out
09:14:40 <bay|Ota|NISAnime> (kimi ni todoke v3 trailer)
09:15:09 <bay|Ota|NISAnime> available now
09:15:15 <bay|Ota|NISAnime> for our next trailer... is this one
09:15:24 <bay|Ota|NISAnime> (bunny drop trailer)
09:17:20 <bay|Ota|NISAnime> august 7th
09:17:29 <bay|Ota|NISAnime> can still preorder it on online store, magnetic picture frame
09:17:52 <bay|Ota|NISAnime> and our next trailer, i think we want to warn you, it's awesome, but we have to give you the warning that it contains objectionable..well... semi-objectionable things, so please be excited
09:18:06 <bay|Ota|NISAnime> (ghastly prince enma trailer)
09:19:38 <bay|Ota|NISAnime> september 11th
09:19:45 <bay|Ota|NISAnime> 2 blu-ray/2 dvd set
09:19:55 <bay|Ota|NISAnime> bonus item on online store is stress item in shape of cucumber
09:20:42 <bay|Ota|NISAnime> (natsume's book of friends trailer)
09:21:13 <bay|Ota|NISAnime> 4 dvd disc set
09:21:13 <bay|Ota|NISAnime> 26 eps
09:21:19 <bay|Ota|NISAnime> clean op ed and cms
09:21:23 <bay|Ota|NISAnime> contains s1 and s2
09:21:27 <bay|Ota|NISAnime> 32 page hart book
09:21:35 <bay|Ota|NISAnime> set for october as of now, but no firm date
09:21:39 <bay|Ota|NISAnime> let's talk about anime
09:21:56 <bay|Ota|NISAnime> how long can you talk about your favorite things? (producer speaking now)
09:22:01 <bay|Ota|NISAnime> we do these things because we love anime
09:22:13 <bay|Ota|NISAnime> so we want our customers to love our titles, as much as we do
09:22:20 <bay|Ota|NISAnime> so we always keep this idea in mind when developing
09:22:33 <bay|Ota|NISAnime> so although we love anime, let me clarify that sometimes, we are asked that we should do a dubbed verison
09:22:45 <bay|Ota|NISAnime> so we really know, and we really want to, but for initial releases, but we thought about that possibiliyt
09:22:51 <bay|Ota|NISAnime> but if we did that and failed, we wouldn't be here as a publisher
09:23:00 <bay|Ota|NISAnime> so many publishers get out of business before we got into this market
09:23:15 <bay|Ota|NISAnime> so we really love business and we really love anime, but we want to keep doing so as long as possible
09:23:26 <bay|Ota|NISAnime> so the biggest issue for us, is fansubbing
09:23:28 <bay|Ota|NISAnime> let me ask...
09:23:44 <bay|Ota|NISAnime> it's not recorded...so let me ask, if you every manage to watch anohana episodes before they were officially released
09:23:55 <bay|Ota|NISAnime> (only a couple dozen)
09:24:00 <bay|Ota|NISAnime> that's kinda an issue for us
09:24:17 <bay|Ota|NISAnime> we know that basically, we just do subtitle, so we what we can do is offer is through our video, is basically the same
09:24:26 <bay|Ota|NISAnime> so what we really thought to differentiate ourselves is this kind of packaging
09:24:38 <bay|Ota|NISAnime> so if you take our products, you should intially notice at how heavy this is
09:24:51 <bay|Ota|NISAnime> and if you open our products, there is a hardcover artbook which tells everything about the title itself
09:25:09 <bay|Ota|NISAnime> so it contains, a kind of exclusive artowrks, or interviews with the voice actors or actresses, or even sometimes producers
09:25:36 <bay|Ota|NISAnime> our intention for us is the person to the customer can enjoy the title into the depth of the title
09:25:53 <bay|Ota|NISAnime> so that's why we differentiate ourselves rather than dubbing, but we do add our differentiated values to the title
09:26:24 <bay|Ota|NISAnime> so i don't want to discuss about ethics, wehther fansubs are good or not, but if we do business, or if we have to estimate, or if we have to plan some kind of project, i always start from the point that the fansubs are there
09:26:35 <bay|Ota|NISAnime> so i hope that our customers can enjoy our titles as much as we do
09:26:49 <bay|Ota|NISAnime> (there is a powerpoint going with this that's just explaining the topics)
09:26:52 <bay|Ota|NISAnime> title selection guidelines
09:27:33 <bay|Ota|NISAnime> when we select titles, we try not to rely too much on something, that's the sexual elements, we know they play an importntat role in entertainment, but since we got into the market late, we don't rely too much on them, but we know it's an important role in some titles
09:27:59 <bay|Ota|NISAnime> we actually have two guidelines, if it's story driven or a silly comedy
09:28:11 <bay|Ota|NISAnime> so titles like enma or occult academy might be cateogrized as comedy
09:28:18 <bay|Ota|NISAnime> and story ... bunny drop or anahana or katanagatari
09:28:40 <bay|Ota|NISAnime> even though it doesn't have better graphic impression, we will release it
09:29:04 <bay|Ota|NISAnime> if we do comedy, we don't rely too much on the sexual elements, but sometimes the titles line enma, they have very extensive nudity, but if it's comedy, we do it
09:29:18 <bay|Ota|NISAnime> (Occult Academy trailer)
09:31:11 <bay|Ota|NISAnime> let's talk about localiztion, guess it's my turn to talk
09:31:29 <bay|Ota|NISAnime> as you know, we localize our anime primarily through subtitles and not dubs, so we take a lot of time localizing the text to bring you the highest experience
09:31:36 <bay|Ota|NISAnime> so what exactly entails in localization?
09:32:09 <bay|Ota|NISAnime> so what we do is convert the text so they can be enjoyed in the other countries (para)
09:32:23 <bay|Ota|NISAnime> we believe there are right and wrong ways to go abou it, we go translation then edit, then review it
09:32:58 <bay|Ota|NISAnime> there are there approaches, some people may consider taking a literal approach, and some consider westernation, and some go over the translation of meanings
09:33:03 <bay|Ota|NISAnime> (showing examples)
09:33:08 <bay|Ota|NISAnime> literal
09:34:25 <bay|Ota|NISAnime> so this is from ghastly prince enma... so the setting is the 70s, so that's why there are so many 70s references
09:34:40 <bay|Ota|NISAnime> it's literal, and that's what it is, and that's the best way to go about it
09:34:57 <bay|Ota|NISAnime> westernization
09:36:05 <bay|Ota|NISAnime> (why does it seem like these two examples were switch...or maybe not)
09:37:02 <bay|Ota|NISAnime> (Explaining the difference between the onscreen and the sub which had mick jagger in place of a japanese singer that only 45 yr olds know)
09:38:13 <bay|Ota|NISAnime> translation of meanings
09:38:32 <bay|Ota|NISAnime> (explaining a doitsu/orenda joke which became norway and finnish)
09:38:48 <bay|Ota|NISAnime> there are a lot of approaches when it comes to localizations and we understand the benefits and flaws of each (lost)
09:39:05 <bay|Ota|NISAnime> steps taken in localization
09:39:07 <bay|Ota|NISAnime> read the original works
09:39:13 <bay|Ota|NISAnime> watch the anime with the script
09:39:25 <bay|Ota|NISAnime> translator translates text
09:39:27 <bay|Ota|NISAnime> editor edits
09:39:30 <bay|Ota|NISAnime> company wide screening
09:39:33 <bay|Ota|NISAnime> one more proofride
09:39:43 <bay|Ota|NISAnime> this is closer to what you might see with subtitles of foreign films
09:39:49 <bay|Ota|NISAnime> it's actually a pretty long and grueling process
09:39:53 <bay|Ota|NISAnime> and we always take as much time as possible
09:40:05 <bay|Ota|NISAnime> and i think it takes like 3 months before we can get a product to you
09:40:14 <bay|Ota|NISAnime> if you have a comments, we have a support line and you are welcome to give feedback on it
09:40:19 <bay|Ota|NISAnime> our artbooks
09:41:11 <bay|Ota|NISAnime> (Waganari artbook... character diagram, character profiles, illustrations)
09:41:17 <bay|Ota|NISAnime> we sometimes get access to the magazine illustrations
09:41:31 <bay|Ota|NISAnime> occult academy, more stylized appraoch with comments from creators
09:41:36 <bay|Ota|NISAnime> and it could be our interepration of the show is as well
09:41:43 <bay|Ota|NISAnime> zakuro
09:42:14 <bay|Ota|NISAnime> many of our artbooks do contain episode introductions, can sometimes get tidbits from the staff saying what they through about when creating, and don't have to worry too much about spoilers
09:42:19 <bay|Ota|NISAnime> and another thing we have is staff and cast interviews
09:42:39 <bay|Ota|NISAnime> in this case we have one for aki toyosaki and yui horie, and they give background into how they acted out their characters
09:42:46 <bay|Ota|NISAnime> and for house of five leaves, we have storyboard stuff
09:42:56 <bay|Ota|NISAnime> i guess a lot of people like to see the making of to see little by little how it comes into beeing
09:43:06 <bay|Ota|NISAnime> and we got access to these storyboard images and it's interesting to see how the amime comes together
09:43:12 <bay|Ota|NISAnime> and one thing from anohana we like to talk about
09:43:47 <bay|Ota|NISAnime> but the main character, jintan likes to wear weird tshirts every episode, and we thought it would be nice to explain what's written on all of them
09:43:53 <bay|Ota|NISAnime> another thing for story and context driven ones
09:43:55 <bay|Ota|NISAnime> like katangatari
09:44:02 <bay|Ota|NISAnime> we have a glossary for people who want to know
09:44:13 <bay|Ota|NISAnime> and for people who are really interested, we have more pages for you
09:44:20 <bay|Ota|NISAnime> so we're going to open it to q&A for 10 min or so
09:44:38 <bay|Ota|NISAnime> i just have to ask for game questions, save them for the game panel
09:45:00 <bay|Ota|NISAnime> Q: I have the arakawa under the bridge, but the artbook is hard to fit on the shelves, so how did you decide on that package form instead of something more conventional
09:45:16 <bay|Ota|NISAnime> A: Simply, bigger is better
09:46:06 <bay|Ota|NISAnime> Q: I remember when I was watching our home fox diety, you didn't translate in the sub, the honorifics that the characters used between eachother, and i felt that somewhat took away from... how should i say this, establishing the relationship between some of the characters better.. is this a continuing process or have you changed it
09:46:59 <bay|Ota|NISAnime> A: That depends on the series itself, in fox diety itself, we didn't use honorifics.. because we felt having it there doesn't take away from the core value, so we opted to go without it, so if the series does match it, we do leave them in (lost part)
09:47:06 <bay|Ota|NISAnime> Q: How long does the entire process take?
09:47:10 <bay|Ota|NISAnime> A; About 3 months total
09:47:18 <bay|Ota|NISAnime> Q: What happens to the titles you choose not to pick up, do you ever go back?
09:47:43 <bay|Ota|NISAnime> A: we usually .. we have a database.. .of how popular a title is and how appreciated it is, so we have a review score and popularity in our database
09:48:04 <bay|Ota|NISAnime> Q: When you translate the lines to english, do you keep the japanese voices
09:48:29 <bay|Ota|NISAnime> A: We don't usually translate the script, as i mention, some words might be different, (but we keep the core and what the creators had in mind)
09:48:37 <bay|Ota|NISAnime> Q: Why did you change the name of Working?
09:48:40 <bay|Ota|NISAnime> A: Copyright issue
09:48:50 <bay|Ota|NISAnime> Q: Any plans to open to go to the dealer room?
09:49:00 <bay|Ota|NISAnime> A: Our stuff is available at anime pavillion ,but for now, no plans
09:49:18 <bay|Ota|NISAnime> Q: Ordinary Lives of High School boys date?
09:49:39 <bay|Ota|NISAnime> A; Actually, we had almost said the release date, but now is not the right time to announce it, so please wait for announcement
09:50:04 <bay|Ota|NISAnime> Q: Do you have a timeframe that you guys to look at for licensing, like only looking at the past few years or current seasons?
09:50:53 <bay|Ota|NISAnime> A: So especially for these days, we prefer if the title is available in HD format, for bluray, but if the title is really well made, we may go back to it... so back in 2009 is about the earliest timet hat bluray version were released in japan
09:51:03 <bay|Ota|NISAnime> Q: Question about you guys working with crunchyroll
09:51:27 <bay|Ota|NISAnime> But i have strong reservations about buying natsume because i've seen the crunchyroll translations and i've seen mistakes
09:52:11 <bay|Ota|NISAnime> so are you going over the translation?
09:51:41 <bay|Ota|NISAnime> A: We never use their subtitles we always redo them in house
09:51:54 <bay|Ota|NISAnime> Q: (Question about toradora premium v2 available but v1 not)
09:52:00 <bay|Ota|NISAnime> A: Basically, once it's gone, it's gone
09:52:28 <bay|Ota|NISAnime> Q: Do you ever go over fansubs and use the subtitles for lines?
09:52:36 <bay|Ota|NISAnime> A: no, we always make the subs in house
09:52:50 <bay|Ota|NISAnime> Q: include soundtracks?
09:53:07 <bay|Ota|NISAnime> A: If we had an options to choose from artbook or soundtrack, which do you take
09:53:49 <bay|Ota|NISAnime> so currently, our belief is that artbook is more... is acceptable for almost all customers, versus soundtrack...as the soundtrack is just in japanese, and we need to put something how to (transfer?) so we are always considering how to improve our products
09:54:01 <bay|Ota|NISAnime> so a soundtrack is a good candidate for an additional items
09:54:54 <bay|Ota|NISAnime> Q: You picked up katanagatari and arakwa, and those have unique art styles, do you take that into account when licensing a show
09:56:05 <bay|Ota|NISAnime> A: a unique art style might be... a difficulty?... it's good for a minority of people... a unique art style doesn't have us decline the style at first
09:56:23 <bay|Ota|NISAnime> a unique style isn't a factor used in decling a title, but it is something we'll consider
09:56:34 <bay|Ota|NISAnime> if it's unique, some may like it, some may not, but it's something we consider
09:56:58 <bay|Ota|NISAnime> Q: Noticed that you had made a disgaea 1 anime and 2 manga...but not the other respective properties
09:57:09 <bay|Ota|NISAnime> A: Disgaea anime is a different business, it was done in japan so we have no connection with that
09:57:39 <bay|Ota|NISAnime> and animebusiness, iyou know the production committee system? it's difficult, even if nis japan wants to do it, that's not enough, so someone has to take initiative
09:57:44 <bay|Ota|NISAnime> so in order to do that, disgaea needs to be more popular in japan and the US
09:57:52 <bay|Ota|NISAnime> so in order to do that, we have to do more to make disgaea more popular
09:58:05 <bay|Ota|NISAnime> Q: When licensing anime, do you guys focus on popularity on japan and america to bring it over as a factor?
09:58:28 <bay|Ota|NISAnime> A; In consideration of choosing anime, i don't care too much about popularity in japan, but i do care how it's popular in the states, we have to think about you rather than the japanese
09:58:47 <bay|Ota|NISAnime> Q: have you considered releasing individual movies?
09:58:51 <bay|Ota|NISAnime> A; We do consider everything
09:59:12 <bay|Ota|NISAnime> Q: you mentioned anohana reprint in october, that would be a premium or standard?
09:59:14 <bay|Ota|NISAnime> A: Premium
09:59:30 <bay|Ota|NISAnime> Q: Price of premium box sets?
10:00:09 <bay|Ota|NISAnime> A: $55-$60
10:00:36 <bay|Ota|NISAnime> Q: I will give you 10 tons of gold if you bring umineko to the US (umineko cosplayer)
10:00:58 <bay|Ota|NISAnime> A: Is there any cash? we need something in writing for that...
10:01:11 <bay|Ota|NISAnime> one second guys (she hands over a sheet of paper)
10:01:21 <bay|Ota|NISAnime> you got yourself a deal
10:01:41 <bay|Ota|NISAnime> (Umineko trailer)
10:01:45 <bay|Ota|NISAnime> Umineko no koro ni
10:04:39 <bay|Ota|NISAnime> vol 1 and vol 2
10:02:54 <bay|Ota|NISAnime> dec 2012
10:02:58 <bay|Ota|NISAnime> blu ray disc set
10:03:03 <bay|Ota|NISAnime> 26 episdes and clean op and ed
10:04:29 <bay|Ota|NISAnime> hardcover art books
10:03:54 <bay|Ota|NISAnime> 18 eps in vol 1 ..and 8 in vol 2...
10:03:55 <bay|Ota|NISAnime> (what?)
10:03:55 <bay|Ota|NISAnime> msrp wise...
10:03:55 <bay|Ota|NISAnime> it should be... 79.99 for vol 1.... since it had 18 eps
10:03:55 <bay|Ota|NISAnime> and vol 2 will be 49.99
10:04:07 <bay|Ota|NISAnime> i know we're a few seconds over but we're going to do the giveaways now
10:08:35 <bay|Ota|NISAnime> thank you guys so much
Notes: None