Toho spending big on New Year's Day blitz for film

Toho, Japan’s leading distrib and exhib, is splashing out $11 million on New Year’s Day advertising for its sci-fi spectacular “Space Battleship Yamato” — a huge sum for a local pic.

The spend comes on top of its $30 million budget, the upper limit for a domestic pic.

Toho will run “Yamato” commercials on all five networks, beginning with the first ad after midnight on Jan. 1, considered the most prestigious, and priciest, spot.

The blitz also features ads in national newspapers; the biggest is a four-page spread, including front and back pages, in the conservative Sankei Shinbun broadsheet.

Finally, Toho will screen 30-second trailers in all its theaters Jan. 1-8.

Skedded for a December 2010 bow, “Space Battleship Yamato” is a live-action version of the iconic 1970s Leiji Matsumoto anime space opera, helmed by Takashi Yamazaki and featuring local superstar Takuya Kimura.

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