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Transcription: bayoab Note: ( ) is usually commenting on the panel and was not said. This is unedited. 19:02:56 <bay\|PAC\|AnimeBiz> waiting for previous panel to finish 19:05:05 <bay\|PAC\|AnimeBiz> (n key is flaking again....) 19:08:16 <bay\|PAC\|AnimeBiz> (technical difficulties) 19:09:14 <bay\|PAC\|AnimeBiz> The business of anime... with Adam Sheehan... 19:10:01 <bay\|PAC\|AnimeBiz> senior events manager from funi... 19:10:01 <bay\|PAC\|AnimeBiz> as a guest here.. 19:12:09 <bay\|PAC\|AnimeBiz> show purchase (Step #1) 19:12:25 <bay\|PAC\|AnimeBiz> negotiations with licensors, acquiring different rights, choosing the right show... 19:12:44 <bay\|PAC\|AnimeBiz> most of the licensors are consortiums 19:13:06 <bay\|PAC\|AnimeBiz> every member of the consortium needs to be convinced.. 19:13:32 <bay\|PAC\|AnimeBiz> different rights... DVD, digital, merchandising, ... all the stuff we can do with the show... 19:14:00 <bay\|PAC\|AnimeBiz> sometimes rights are unavailable or prices are absurdly high 19:14:53 <bay\|PAC\|AnimeBiz> choosing the right show.. price per episode, how it did in japan, relationship with various licensors, is there a US buzz (cosplay, conventions, online) 19:15:16 <bay\|PAC\|AnimeBiz> Brand creation (Step #2) creative brief, brand plan, department meetings... 19:18:21 <bay\|PAC\|AnimeBiz> (brief is shortened version of plan) 19:21:23 <bay\|PAC\|AnimeBiz> (get everyone on the same page and follow the preplanned out plan) 19:21:51 <bay\|PAC\|AnimeBiz> Brand Plan (step #3): ads (print, online), retail, "outside of the box" (wom, conventions) 19:22:25 <bay\|PAC\|AnimeBiz> (wom = word of mouth) 19:24:23 <bay\|PAC\|AnimeBiz> (talking about the DtB thingy they did at NYAF) 19:24:48 <bay\|PAC\|AnimeBiz> Execution (step #4) delivery dates, approvals (lol cat pic here), departmental communications 19:25:45 <bay\|PAC\|AnimeBiz> japanese approve everything... 19:25:51 <bay\|PAC\|AnimeBiz> can take a while... 19:30:19 <bay\|PAC\|AnimeBiz> hardcore vs mainstream (sidenote) (densha otoko pic vs walmart pic) 19:32:41 <bay\|PAC\|AnimeBiz> (try to do as much as possible to prevent a hardcore revolt) 19:32:50 <bay\|PAC\|AnimeBiz> merchandise (Side note) 19:33:40 <bay\|PAC\|AnimeBiz> tshirts, wallscrolls, figures, etc 19:33:53 <bay\|PAC\|AnimeBiz> whole other separate system for merchandise 19:34:28 <bay\|PAC\|AnimeBiz> digital (sidenote) 19:34:48 <bay\|PAC\|AnimeBiz> on itunes, psn, xblive, hulu, own site, etc... 19:34:51 <bay\|PAC\|AnimeBiz> youtube.. 19:35:51 <bay\|PAC\|AnimeBiz> launch (step #5), 1st week sales, adjustments, results... 19:37:04 <bay\|PAC\|AnimeBiz> 1st week sales are key... a giant % of sales and trend are in the first 3 weeks.. 19:38:26 <bay\|PAC\|AnimeBiz> continuing releases (step #6): additional volumes, brand plan changes, keep the fire burning 19:38:54 <bay\|PAC\|AnimeBiz> keep reminding people about new volumes... 19:40:31 <bay\|PAC\|AnimeBiz> 2nd life (step #8) : box set, add on's and bundles, discounts 19:41:06 <bay\|PAC\|AnimeBiz> usually bring out expensive boxset with extras, then a year later the cheapo boxset with just the discs 19:41:41 <bay\|PAC\|AnimeBiz> q&a 19:42:11 <bay\|PAC\|AnimeBiz> q: how much of a dvd price makes it back to funimation? 19:42:37 <bay\|PAC\|AnimeBiz> a: depends on the store... or coupons or loss leaders or bulk... 19:43:43 <bay\|PAC\|AnimeBiz> will usually dictate a minimum price... 19:43:53 <bay\|PAC\|AnimeBiz> q: tremendous flops? 19:44:01 <bay\|PAC\|AnimeBiz> a: no real super flops... 19:44:40 <bay\|PAC\|AnimeBiz> there is stuff that they aren't happy with the sales 19:45:41 <bay\|PAC\|AnimeBiz> sometimes the plan doesn't maximize potential sales... 19:47:31 <bay\|PAC\|AnimeBiz> q: how do you determine the grade for a brand (this came from the previous question about marketing budgets) 19:48:05 <bay\|PAC\|AnimeBiz> a: depends on what rights they have and the potential for the growth of the show 19:50:13 <bay\|PAC\|AnimeBiz> q: (question about rivalries) a: (lack of competition hurts the industry, they want competition) 19:56:20 <bay\|PAC\|AnimeBiz> q: series doing better in later volumes and maintaining sales? 19:57:26 <bay\|PAC\|AnimeBiz> a: vol1 is usually the best in sales... then halved vol 2, and halved for 3-6 19:58:44 <bay\|PAC\|AnimeBiz> end
Notes: None