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Genius marketing squeezes most from blockbuster 'Your Name'

Toho ships estimated 1.2 million discs as movie still runs, fans still thrilled

Nearly a year after its cinematic release, "Your Name" is still drawing daily audiences at Cinecitta in Kawasaki, Kanagawa Prefecture.

TOKYO -- Nearly a year after its theatrical release, "Kimi no Na wa" ("Your Name") from director Makoto Shinkai is still on a tear. As an estimated 1.2 million DVDs and Blu-rays were shipped on July 25, theaters were still showing the powerfully riveting anime.

It is unusual for a distributor to release the disc version of a movie before theater showings end, but this was no accident. Toho, the movie's distributor, knew it had a hit and came up with a clever marketing strategy to gain -- and maintain -- a huge fan base.

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