Marketing Of And Education About "Kai"

[Zach Logan]

Just tossing it out there... a couple of the most recent Google queries that led to Daizenshuu EX:

• "did dragonball z kai going to be new episode or the same old episode"
• "dragon ball Kai on blur ray"
• "is there new dragon ball z"

Point #1: God damn, people are stupid.
Point #2: God damn, people have no idea what Kai is.

So, Mike, I thought I'd take this opportunity to recant a little story of what happened during Anime Central:

FUNimation was nice enough to bring us to a press screening of Eden of the East (very intriguing looking, with a lot of well placed male genitalia jokes). We reach the end of the screening, and mind you these are members of the press, and we get some questions concerning Dragonball Kai. One girl asks what Kai is, Adam (former marketing director for FUNimation) explains that it is a series that broke down the episodes of the original anime to condense it to something that more closely resembles the manga, or something along those lines. I'd say a good 75% of the press members there were shocked, apparently not ever hearing of this foreign concept. A hand was raised in the back of the room, "are they doing this to Dragonball GT as well?" Several questions about what Kai was later and another man asks, "have you guys been looking into making any live action films?" Something along the lines of 'that's not something we do' was the response he got. Another in the room cut in, "What about Dragonball Evolution?" They responded that they were not involved with that. Another shouted out how well done that movie was, and my co-host Steve yelled out, "Bite your tongue."

I don't know what the general consensus is concerning the "Over 9000" meme, but FUNimation was definitely plugging the "Over 8000" change, which I believe is an effort to say: "you can say whatever you want, it's really translated as this."

This whole exchange during the press conference really brought forth why exactly FUNi is marketing this as "Z Kai." No matter how stupid you think it sounds, there's an important lesson I've learned since being on the Internet and through campaigning: people are always more stupid than you think they are. Even the intelligent ones, apparently. We may not like the change, but apparently it's necessary.

[VegettoEX]

This whole exchange during the press conference really brought forth why exactly FUNi is marketing this as "Z Kai." No matter how stupid you think it sounds, there's an important lesson I've learned since being on the Internet and through campaigning: people are always more stupid than you think they are. Even the intelligent ones, apparently. We may not like the change, but apparently it's necessary.

Bold emphasis added by me. I have almost no cares what-so-ever about the title change, really. My original post and series of questions have almost nothing to do with that at all. In fact, I think having to call it "Z Kai" works in their best interest. It's almost not even worthy of further conversation, methinks.

The whole point, however, is what you've already stated:

I'd say a good 75% of the press members there were shocked, apparently not ever hearing of this foreign concept.

Neither the press nor the fans they're supposedly informing have a flipping clue what the darn product is (not that I'm expecting all general anime press to know or care about every single last DBZ release, but you know what I mean). FUNimation isn't explaining it well enough, either -- if they were, we wouldn't see this constant deluge of search queries (which grow more numerous by the day, especially considering it launches in the US this week).

And that's the worst part -- the online fans are supposed to be the informed ones... can you imagine what the general population who doesn't even think to Google about it is going to do when they hit the stores this week and see it on TV later this month?

So my original question(s) remain...!

[Zach Logan]

This whole exchange during the press conference really brought forth why exactly FUNi is marketing this as "Z Kai." No matter how stupid you think it sounds, there's an important lesson I've learned since being on the Internet and through campaigning: people are always more stupid than you think they are. Even the intelligent ones, apparently. We may not like the change, but apparently it's necessary.

Bold emphasis added by me. I have almost no cares what-so-ever about the title change, really. My original post and series of questions have almost nothing to do with that at all. In fact, I think having to call it "Z Kai" works in their best interest. It's almost not even worthy of further conversation, methinks.

I wasn't really doing speaking about the title change as a response to your statement (though maybe to others) but to address an anecdote as it relates to the marketing and education of Kai. What I was specifically referring to is exactly how stupid some people could be, a la the Google Analytics data.

[VegettoEX]

I wouldn't say people are stupid for not knowing what Kai is -- I'd say they're stupid for using a search phrase like "did dragonball z kai going to be new episode or the same old episode"... and I'd say that on a variety of levels.

did you going to that understand????????? So hoping do you!1

[Zach Logan]

I wouldn't say people are stupid for not knowing what Kai is -- I'd say they're stupid for using a search phrase like "did dragonball z kai going to be new episode or the same old episode"... and I'd say that on a variety of levels.

did you going to that understand????????? So hoping do you!1

OMG ys I do, like WTF, but u not understood exctly that linda young iz da bomb and brce flknr do the beats in mah hizzouse!!!!!

Yeah, I was rushing out the door when I typed that, I understand. Half the people asking about Kai pretty much said that:

"Is Dragonball Z Kai a new series?"

"What's different about it?"

"Are they doing one for Dragonball GT?"

"Why do I ask such dumb questions?"

I would have been upset at Steve if he had yelled "bite your tongue" during a staff panel normally, but that place was just confusingly uninformed about Dragonball. Maybe it's just not their thing, they did seem pretty excited about "Kai" once they had it explained to them over and over again.

[SparkyPantsMcGee]

My head hurts from that, thanks guys. Back on topic...

What more can they do? They are starting to post interviews of the production on Youtube, there have been commercials of the show on Nicktoons, there are ads all over their site(as well as many others) and there are informed websites(cough, DAIZEX, cough) blogging about the damn thing. The fact that no one understands is their own damn fault. Information about Kai is available to them:

I typed in "What is Dragonball Kai" in Google and these three sites answered that question right away. I didn't have to look far either, these were all on the first page.

http://www.animenewsnetwork.com/encyclo ... p?id=10877

Comment:
This re-telling of the Z story is a more loyal adaptation of the manga and also done for its 20th Anniversary

Not a fan of this site but...http://dragonball.wikia.com/wiki/Dragon_Ball_Z_Kai

an anime series that is an HD Remaster and Recut of Dragon Ball Z done for its 20th Anniversary.

http://en.wikipedia.org/wiki/Dragon_Bal ... Ball_Z_Kai

Funimation Entertainment has licensed Dragon Ball Kai to be released in North America, airing on Nicktoons Network starting in May 2010, under the title Dragon Ball Z Kai.[40][41] In addition to Nicktoons, Dragon Ball Z Kai will also air on The CW's Toonzai (formerly The CW4Kids) programming block, beginning September 2010.

Oh, and it has it's own damn website.
http://dragonballzkai.com/default.aspx

I think Funimation has done all they can.

[TonyTheTiger]

I agree with most of what's already been said. Because of the time in which Funimation is releasing Kai, it's almost impossible to talk it up without talking their other products down. How do you say Kai is DBZ without all the filler without implying that their orange bricks and Dragon Boxes are full of crap? It's just the challenge of trying to sell multiple DBZ products at the same time when they all cover essentially the same material.

The only compromise I can come up with is framing Kai as something of a "manga focused recut with 21st century enhancements." Something like how the Richard Donner cut of Superman II was marketed. That way it tells people that it's still Z but without implying that the other releases are worse. While Toei had the freedom to sell it as the new hotness, Funimation is stuck trying to sell it as different but not necessarily better. That's a hard sell.

[Piccolo Daimaoh]

Not everyone follows every single last Dragon Ball release and goes on Dragon Ball fan sites. Just saying.

[VegettoEX]

Not everyone follows every single last Dragon Ball release and goes on Dragon Ball fan sites. Just saying.

Yes, this is the whole point of the thread, and has been literally stated in that same exact way time and time again. Did you read anything that's been posted...?

[.:PoetikaL:.]

I know this has probably been said, and it may be very simple and hell, even lame, but I'll say it anyways.

FUNimation has 3 lines of DBZ merchandise: Orange Bricks, DragonBox, and Kai.

FUNimation should have made a special page on their site regarding the 3 major releases of DBZ, whether it be on the actual DBZ site or the blog. What should be said about this page would be along the lines of: "We here at FUNimation are giving you DBZ in 3 different formats for you the consumer. We feel that your satisfaction is the main goal, especially when it comes to our flagship anime. Here are the 3 releases:

Dragonball Z Remastered Sets: If you want to own every single episode at an affordable price, this is the set for you. There are 9 sets available containing all 291 episodes in 16x9 Widescreen format using our own remastering format. Contains the original broadcast music dub, the Japanese Score with English dub, and original Japanese dub.

Dragonball Z Dragonbox: If you want to own Dragonball Z in its original 4:3 format and remastered frame by frame, this series set is for you. Currently there are 3 Box sets out. This is the set originally released in Japan as the definitive set. A little more expensive, but it's worth owning. Contains the original episode previews and original openings and endings. Contains the Japanese Score with English Dub and Original Japanese dub (set as the default playing).

Dragonball Z Kai: Released in April 2009 in Japan, this is the re-release of the series to celebrate the 20 year anniversary of the show. This series takes the original 291 episodes and condenses them down to keep it more faithful to the manga. Not only is the show remastered in High Definition, certain scenes are re-drawn, and new sound effects added. Currently Season 1 Part 1 is now available, with Part 2 coming September. This set contains the original Japanese track and a brand new Dub that's is close and faithful to the original. For those who want the action and and little to no filler, this is the set for you."

That's how I'd structure it. I know, lame and probably already said, but that's what I think of how FUNimation should market DBZ in general, including Kai.

[SparkyPantsMcGee]

What I want to know is, who is Funimation's target audience? Is it everybody, if it is then that is a bad idea because casual fans already have the Orange Bricks and are happy. Is it us(and I don't mean just Daizex, for all you smart asses out there). If we(the super elite fandom) are the target audience, then there is no need to waste too much money on advertisement because the more extreme fan base is in tune to what these sets are all about. If there are stragglers out there who like Dragonball but aren't SUPER HARDCORE FANS, I'm sure they would pick up Kai(if they are still interested in the show) and enjoy the product. If they also happen to see the Dragonboxes, I'm sure they would go home and do their research before making any impulse decisions.

I mean, I know not everyone is informed but I don't think they are retarded, They can figure out the differences between products if they want to. Like I said, the information is out there for them.

[VegettoEX]

Here's a fairly interesting development in the context of this discussion:

http://blog.funimation.com/2010/05/drag ... ns-to-buy/

You're reading that right -- it's FUNimation's own "Top Ten Reasons You Need To Own Kai". It's (obviously) very heavily PR-spun, but that's OK for the most part. It addresses the "uncut"-ness of things extending to the English dub, it addresses the aspect ratio, it addresses the keeping of the Japanese score, it addresses being closer to the manga, etc.

Very good move. I still think it needs some key points ("This is airing in Japan RIGHT NOW!" is one I think they should note), but they welcome more in their comments, so that's a smooth one on their part.

[.:PoetikaL:.]

Here's a fairly interesting development in the context of this discussion:

http://blog.funimation.com/2010/05/drag ... ns-to-buy/

My suggestion was semi-fulfilled... weird.

But anyways, props to FUNimation for finally posting something regarding Kai and what it is as a series.

[penguintruth]

It's full of martial arts madness and epic brutality that only Kai has! Because Z never had any of that!

[.:PoetikaL:.]

It's full of martial arts madness and epic brutality that only Kai has! Because Z never had any of that!

Z had it, but consider the pacing of the original to Kai. That's what I think anyways. From watching it, there's more fighting going on because of the quicker pace... if you understand that?

[penguintruth]

It's full of martial arts madness and epic brutality that only Kai has! Because Z never had any of that!

Z had it, but consider the pacing of the original to Kai. That's what I think anyways. From watching it, there's more fighting going on because of the quicker pace... if you understand that?

It's a misleading statement, because it implies Kai has more action than Z. And stupid people will buy into it.

Just like "made by fans for fans", a completely meaningless statement.

They even boast accurate subtitles, like that's something they haven't already used.

They're using intentionally misleading statements to stretch out the list of reasons.

[TonyTheTiger]

This is the definitive version of the DBZ adventure!

Well what do you know?

You have to feel for FUNimation's marketing department, though. They're trying to sell years worth of DBZ revisions and remasters all at the same time. I'm not sure I could do much better. The obvious thing to do would be line up the orange bricks, Dragon Boxes, and Kai with a series of bullet points under them. Of course doing it that way would reveal just how shitty the orange bricks really are and Kai's bullet points might even undermine the Dragon Boxes.

They can't market it like Microsoft markets Windows where the Basic/Premium/Ultimate releases are just beefed up or streamlined versions of each other. FUNimation can't tell people "Get the Dragon Boxes if you want the finest video quality or get Kai if you don't have the time to watch 291 episodes" in the same way Microsoft can say "Get Home Basic if you're a home user or get Ultimate if you're a power user."

Though the constant use of the word "definitive" does its own bit of undermining.

[.:PoetikaL:.]

That's the one thing that I realize now that made me hate buying the Orange Bricks. When I saw the trailer after purchasing Seasons One and Two (on a whim mind you), they called it the "definitive" collection, making it sound like the end-all-be-all version. Of course they announce the DBox afterward, then now with Kai.

FUNimation really needs to step up on a marketing standpoint overall, and not just with Dragonball related products. They need to define and announce things to make us, the consumer/fan interested.

[Gaffer Tape]

1.This is the one and only version of DBZ made BY FANS of the series, FOR FANS of the series.

Um... whaa? No. It's made by the same company that's been milking its existance for nearly a quarter of a century. Not that that's necessarily bad... putting it in the hands of fans would probably be even worse.

2.For the first time in history, fans can experience a piece of the DBZ series in the full glory of true Blu-ray.

Well... can't argue with that.

3.Fans will love the non-stop martial arts madness and DBZ Kai’s vibe of epic brutality!

"Epic brutality"? I can't help but picture Goku ripping out Shang Tsung's spine.

4.Not only is the animation streamlined to more closely follow Akira Toriyama’s original manga, but the English ADR scripts have been completely rewritten so that what you hear matches what you see!

You mean it's not being written by blind monkeys in front of a telelvision screen playing The Flintstones this time? What a novel approach!

5.Nearly all of the original voice actors have reunited to revisit the adventure that launched their careers. Armed with a decade’s worth of experience, the cast sounds better than ever, and the English dialogue track is charged with raw emotion!

Hmm... I suppose that sounds relatively legit. "Raw emotion" goes right up there with "epic brutality" though.

6.The all-new subtitle track is the most comprehensive of its kind in the entire DBZ universe! Every word is inherently accurate – including the original attack and character names – thanks to this unabridged translation.

"All-new"? So this hasn't existed for the pat ten years how ten years how? And "inherently accurate"? As opposed to...?

7.Every shred of footage, every tantalizing frame, is presented in its original 4×3 format, and the unprecedented color quality is so amazingly vibrant that fans won’t believe their eyes.

So basically everything we touted as being awesome three years ago is now complete and utter garbage! Whoops!

8.The original Japanese score makes every episode of Kai feel like a trip to the movies.

As opposed to that other Japanese score that we had to replace with a trip to the monster truck rally.

9.You won’t miss a millisecond of the action because the DVD release is truly, honestly, and utterly uncut – including the English dub! No more “drats”, no more “rats”, and no more “darns.”

Drat! I'll miss those darn rats!

10.This is the definitive version of the DBZ adventure! You literally can’t get any closer to experiencing Akira Toriyama’s original vision!

Wow, you're right! I can't get any closer at all! ...Unless I actually read the manga. Then it's possible I might be a little closer...

Sorry. That just filled me with snarkiness. Glad they're doing something, but, wow, if those buzz words don't appeal exactly to "the nine year old born every day"! Brutality and swearing and epicness and RAW EMOTION!!!

[Hujio]

This has certainly added a twist to things. I just... don't know where to begin. I have this feeling it may have something to do with my DBZ Kai review, or it's just a huge coincidence, or I'm reading into it too much. Anyway...

The PR speak is almost way over the top, but I wouldn't really expect anything less. So I'll skip over all of that (just read what Gaffer Tape wrote). Basically, I'm still not sure if FUNimation even knows that Kai is currently airing in Japan. If they do, they're doing a damn good job of hiding the fact.

Lastly, because this is one of my biggest pet peeves, besides people saying "anyways"; using the word "literally".

You literally can't get any closer to experiencing Akira Toriyama’s original vision!

Really?! You literally can't get any closer? Literally?! Last I checked there's this little thing called the "manga", which IS the original version!