Today is Hayao Miyazaki’s 80th birthday, which made sure my dash was filled with Ghibli tidbits. A discussion of my personal favourite, Kiki’s Delivery Service, brought up its ill-fated original dub by Disney in 1998. Ghibli still didn’t have the courage yet to put their foot down on changes for international releases, and so there are a lot of alterations - the theme songs are changed to be anglicized, almost any “dead space” or quiet moments in the film have someone (normally animal sidekick Jiji the cat) improv lines over the scenes to liven them up, and in particular the ending is changed to be less bittersweet as Jiji, who in the original Kiki permanently loses the ability to talk to as a sign of growing up, regains his voice.
These changes slot neatly into the zeitgeist of all 90′s anime changes - a disregard for the property’s core appeal as they were bowdlerized for a western audience. Sailor Moon is an infamous victim of a similar process - at least Kiki took place in fantasy Europe, the Sailor Moon dub’s attempts to pretend that the show doesn’t take place in Japan were simply insane as they cut out or blurred every appearance of Japanese writing in the show, leaving reams of animation frames on the floor in the process.
(Tangent time: the greatest scene ever is one where, upon reading a note by Usagi, to prove it was her Minako/Sailor Venus comments “it must be from her, its written entirely in hiragana”, the simpler form of written Japanese compared to kanji, which Usagi as a running gag cannot write. So in the dub they just…blur out the text of the note, and have Minako comment “I had to read it with my imagination. It’s all written in funny symbols!“. I distinctly remember watching the episode live when I was 12 years old and going “wait what the fuck does that even mean?” and suddenly realizing that the show was changing its own script, it was a trip of a moment)
Like most people I do malign these changes, but I am actually here to partially defend them via contextualization. The idea that American audiences would have cared that the show was Japanese is pretty dumb, but what you often hear are statements like “kids in Japan appreciated Sailor Moon/Kiki’s Delivery Service just fine, they didn’t need to change it”. That is possible, but it mistakes why changes are being made to begin with - its not the “culture of children in the US vs Japan”, its intended market via the medium of distribution.
Kiki’s Delivery Service was released in Japanese theatres in 1989, and it was the highest grossing film of the year in Japan (about ~US$18 million, man do things change). Kiki’s Delivery Service the Disney dub, was….released on VHS in 1998. VHS releases and movie theatre releases aren’t really intended accomplish the same thing. Remember all those direct-to-video Disney sequels? Lion King 2: Simba’s Pride? Cinderella 3: A Twist in Time? Remember how they were all just garbage? Anyone looking back at them today cringes, with a few exceptions. But none of us cringed when we were 8! My partner is a huge Disney fangirl, and when she was young she didn’t even distinguish between the theatre release and the VHS sequels - it was all Disney, you just lined them up and played them in a row as the complete canon. Yes, these movies sucked partially because they were low budget, but they weren’t actually *that* low budget - and not the throwaways your memory probably tells you they were. Lion King 2? Made ~$300 million in net sales, almost as much as the original Lion King’s theatrical run.
What those Disney VHS sequels and Kiki share is the fact that their intended market was *only* children. That is the point of VHS - you put it on for your kids and then go make dinner. Its the virtual babysitter, the kids can loop it while reenacting every scene with their stuffed animals. Movies released in theatres don’t serve that role at all - the parents are paying $15 a head and they are trapped in their seats for the whole runtime. It has to entertain everyone, or you aren’t going to go, or at least not as often. VHS releases sucked because kids don’t care, they actually do enjoy the constant quippy lines and dumb jokes. That is equally true for Japanese kids - its just that Kiki’s intended audience wasn’t Japanese kids, it was “all ages” - a very different category.
The same is true for Sailor Moon, by the way. The idea that kids in Japan could “handle more mature themes like death” unlike American audiences doesn’t hold up quite as much when you look at Disney theatrical releases like the Lion King - Mufasa’s death pulls no punches, but kids didn’t mind. And Japan does have shows like Doraemon that are just as childish as the 90′s western cartoons you remember. Its that Sailor Moon’s audience wasn’t just kids.
Bishoujo Senshi Sailor Moon aired in March of 1992 on TV Asahi. Asahi was not a kids network, and Sailor Moon did not air in a kid’s block - instead in its “Anime Block”. It aired on Saturdays, at 7:00 PM. For most of its runtime, the 7:30 slot after was held by Slam Dunk, a hyper-serious basketball anime adapted from a manga in Weekly Shonen Jump. You think director Kunihiko Ikuhara was throwing in queer relationships and even trans characters, and every other villian was a half-naked seductress, because it was gonna really resonate with 8 year olds? Sailor Moon was for 8 year olds, yes…and for otaku. So, 15 year olds, lets not exaggerate here. But still, its hype, its success, came just as much from its teen and adult fans as much as its young devotees. Which was intentional - it was *marketed* that way. That’s why it aired at 7:00 PM on a Saturday.
Sailor Moon’s original dub, on the other hand, aired on UPN at, yeesh, 6:30 AM?? Then on USA’s Cartoon Express at the much more reasonable 8:30 AM, and later on Toonami at 4:00 PM. All of these are kids slots, to watch over cereal or snacks before/after school while the parents are busy. You do not expect the adult in the room to be watching alongside the kid, or for teens to really be paying attention.
And to cut off the logical objection, a show like Sailor Moon was just not going to get a 7:00 PM Saturday slot in the US in the 90′s. Nor was Kiki going to get a movie theatre release in 1998 of any scale. Movie releases are expensive, Saturday slots are precious, the funding just wasn’t there for something so untested as Japanese anime. There was no demand in the west for it - that demand would only be created later, by a generation who grew up on, well, shitty Sailor Moon dubs and Kiki VHS releases. And what success in the media slots these shows and movies did have are shaped by those market niches.
I don’t want to be over-deterministic on this - at some point Cartoon Network rolled the dice on Cowboy Bebop and Full Metal Alchemist and it worked - maybe they could have done that in 1995 with like Neon Genesis Evangelion, who knows! And of course US children’s cartoons are, beyond market forces, burdened with regulatory moralizing that Japanese media does not have. But I do think these 90′s dub efforts should get the proper context for the constraints they were operating under, and why they existed at all, as they are criticized.
lithi
