From media mix to global convergence: The evolution of Japanese animated cinema communication

Abstract

This paper examines the evolution of communication in Japanese animated cinema, focusing on the shift from the media mix model to a global multiplatform ecosystem. Its main objective is to explain, from a historical perspective, how the industrial logic of media mix laid the foundations for the current configuration of anime cinema as an expanded communicative object. In addition, the paper analyses how this transformation has reordered the international circulation, promotion, monetisation and public visibility of anime, with particular attention to the case of Makoto Shinkai as a synthesis of a new phase. The methodology adopts a qualitative and interpretative approach based on a literature review. The findings show that anime has moved from national circuits linked to manga, television and merchandising to a strategic position within an international network structured around cinemas, streaming platforms, festivals, social media and fan communities. In conclusion, the paper argues that anime cinema has incorporated the legacy of media mix into a new structure of global circulation, shaped by the weight of platforms, the expansion of overseas markets and the intensification of digital visibility.