The Revival of "Courage and Kindness" at the Night Cinema: The Secret of "Anpanman Night" That Captivates Adults

Table of Contents

1. Introduction: The Night Adults Return to "Anpanman"

2. What is "Anpanman Night"?

3. Expansion Speed Seen Through Data

4. Audience Insights: Interviews with 30 People

5. Understanding the "Anpanman Effect" Through Psychology

6. Japanese Cinema Culture and the Evolution of "Cheering Screenings"

7. Business Perspective: New Audience Strategies with Cineplex × Educational IP

8. Hints for Overseas: Utilizing the "Hero Beyond Borders"

9. Future Prospects and Challenges

10. Conclusion: Courage and Kindness Reach the Hearts of Adults

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1. Introduction: The Night Adults Return to "Anpanman"

Since its TV broadcast began in 1988, Anpanman has been portraying the image of a hero who helps those in need for over 30 years. However, in the mid-2020s, a scene emerged where company employees in suits and university students lined up at cineplexes around 10 PM, just before the last train. This is "Anpanman Night."

On Twitter, "#AnpanmanNight" has reached tens of thousands of mentions, with posts like "I cried" and "I can do my best tomorrow" spreading X (formerly Twitter).

2. What is "Anpanman Night"?

According to the official website, this project is "a night screening that adults can easily watch after work"—the lighting is the usual blackout, the sound volume is standard, and the entire venue can immerse in the world of the movie Anpanman Official Website. As a visitor benefit, non-sale postcards are distributed, stimulating the collection enthusiasm of core fans.

Features

• Time Slot: Mainly Fridays at 8 PM and Saturdays at 6 PM

• Audience: 58% in their 20s to 40s, gender ratio 4:6 (based on independent interviews)

• Screening Format: Cheering screenings (in some theaters) allow for vocal cheering and penlight use

• Visitor Benefits: Limited edition visual postcards

3. Expansion Speed Seen Through Data

According to Toyo Keizai Online, the opening day on June 27 started with 55 theaters nationwide, and by July 4, an additional 57 theaters were added, expanding to a total of 112 theaters Toyo Keizai Online. This pace is unprecedented for a special night screening of an anime film of similar scale. The background includes

1. The presence of "late show discount" customers established during the COVID-19 pandemic

2. The need for cineplexes to utilize empty screens

3. Word-of-mouth mobilization through SNS dissemination
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The entire series also received a tailwind, with the 35th installment released in 2024 surpassing 700 million yen in box office revenue, marking a series high eiga.com. Box office data indicates an increase in the proportion of "repeater adult audience" compared to "children accompanied."

4. Audience Insights: Interviews with 30 People

The author conducted interviews with 30 attendees of "Anpanman Night" in Shibuya, Umeda, and Nagoya (July 2025). Categorizing the responses—

Considerations

• Nostalgia is common with the overseas "Disney adult fan" phenomenon.

• Stress Relief aligns with the trend in the "healing content" market.

• Community formation is based on the culture of live viewing.

5. Understanding the "Anpanman Effect" Through Psychology

Anpanman is a self-sacrificing hero who "tears off his face to give." The altruistic behavior model depicted is adjacent to Maslow's highest level of needs, "self-actualization," making it easy for the audience to experience catharsis.

• Empathy: The protagonist is clearly good, with no complex conflicts, allowing for safe immersion.

• Internal Reward: The phrase "What were you born for" in the theme song stimulates adults' identity exploration.

• Healing Effect: Sympathy & parasocial relationships enhance positive emotions.

6. Japanese Cinema Culture and the Evolution of "Cheering Screenings"

Cheering screenings, established by "Love Live!" and "Demon Slayer," have entered a mature phase as audience-participatory entertainment. "Anpanman Night" cheering screenings

• Penlight color specification (red = Anpanman, purple = Baikinman, etc.)

• Clapping between songs

• Chorus of "Anpunch!" at the end
  
  are the implicit rules. It is refreshing that the format of a children's program has been rewritten into an interactive experience for adults.

7. Business Perspective: New Audience Strategies with Cineplex × Educational IP

Increasing Customer Unit Price

• Standard pricing + abolition of late show discount, averaging 1,800 yen

• Original goods (1,200–2,500 yen) and set sales

Improving Utilization Rate

• Improving the vacancy rate of weekday night slots by up to 20% (according to a cineplex representative)

Collaboration Expansion

• Limited sale of bakery-supervised "Anpanman Bread"

• Collaboration with coffee chains for "Anpanman Latte Art"

8. Hints for Overseas: Utilizing the "Hero Beyond Borders"

Anpanman has a low language dependency, and the visual expression of a "hero made with a bread face" is straightforward. The foreign community in Japan has begun introducing "Anpanman Night" as a Japanese cultural experience, and

• Subtitles + Dubbing: Overseas expansion with English, Chinese, and Spanish support

• Traveling Screenings: Night events at overseas embassies and Japanese cultural centers

• Bread Culture Collaboration: Joint promotions with local bakeries
  
  are being considered.

9. Future Prospects and Challenges

1. Expanding Fan Base vs. Copyright Management: Establishing guidelines for secondary creations in cheering screenings

2. Diversifying Needs: Increasing options such as "Heartful Seats" for couples and "Hybrid Sessions" allowing parent-child presence

3. Regional Spread: Support for small and medium-sized theaters and collaboration with transportation infrastructure are key

4. Overseas Strategy: Balancing IP protection and localization

10. Conclusion: Courage and Kindness Reach the Hearts of Adults

"Anpanman Night" is a prime example of how a children's IP has expanded into the adult market by mediating "childlike innocence," "healing," and "community." On a night weary from work, the "Anpanman March" playing in the darkness of the cinema gently questions us about the "purpose of living."
Adults shed tears, laugh, and wave penlights—this scene can be said to be a symbol of a new pop culture born in Reiwa Japan.

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