After premiering worldwide as a Netflix exclusive, the original animated feature Cosmic Princess Kaguya! later made its way to Japanese theaters, where it pulled off the rare feat of becoming a box-office success after first launching on streaming.
What began as a “one-week limited screening” was gradually extended into a near four-month theatrical run. The film’s remarkable 17-week engagement is now set to officially end on June 18. Beyond proving the title’s staying power, the film has also highlighted a new commercial model: strong word of mouth on streaming can still bring audiences back into cinemas. That unusual trajectory has surprised many across the anime industry.
When its trailer first dropped, Cosmic Princess Kaguya! hit No. 1 on YouTube’s trending movie chart. After debuting on Netflix, it continued to gain momentum on X trends and Yahoo! search rankings. The very next day, it claimed the top spot on Netflix Japan’s “Top 10 Movies Today,” while also ranking highly in multiple overseas regions. The film quickly became a global talking point and built exceptionally strong word of mouth.
Driven by that growing popularity, Cosmic Princess Kaguya! opened in Japanese theaters as a limited engagement on February 20. It was originally planned as a short special run, but ticket sales sold out almost immediately in multiple locations, with packed screenings reported across the country. In response, the film’s run was extended and the number of participating theaters expanded—an extremely uncommon development.
As of May 18, the film had surpassed 1.2 million admissions and earned over 2.5 billion yen at the Japanese box office, with momentum still going strong.
Now, after stretching from an originally planned one-week engagement into a nearly four-month run, the film’s theatrical release is finally scheduled to end on June 18 (with some theaters excluded). In response, director Shingo Yamashita shared the following message:
“When we first launched this one-week limited screening project, I never imagined it would continue for this long. I’m deeply grateful to theater staff across Japan for their support, and to every viewer who has continued cheering this film on. There isn’t much time left, but I hope people will keep enjoying Kaguya’s story on the big screen—an experience only theaters can truly offer.”
He also expressed his heartfelt thanks to everyone who supported the film in theaters.
To thank fans for their continued support, an event titled “One Last Fan Celebration! Graduation Stage Greeting” will also be held on Friday, June 19, at two venues: Kawasaki Cinecittà (before the screening) and Tachikawa Cinema City (after the screening).
Appearing on stage will be Yuko Natsuyoshi, the voice of Kaguya; Saori Hayami, who plays Tsukimi Yachiyo; and director Shingo Yamashita. Together, they will join fans in marking the film’s final farewell to theaters. In addition, the Cinema City event will be livestreamed via the official YouTube channel, allowing fans who cannot attend in person to take part as well. The official announcement has also hinted that new information may be revealed during the stage greeting, giving fans yet another reason to tune in.
It also stands as one of Netflix’s most successful anime film cases in recent years. We previously covered how Netflix’s animation strategy has been shifting away from strict exclusivity and toward a more collaborative production model.
It may be that this kind of streaming-first release strategy won’t just remain a one-off success story, but could go on to become a model for other works in the future.
via： X@『超かぐや姫！』公式