Released globally on Netflix on April 23, "Bullet Train Explosion" (新幹線大爆破), directed by Shinji Higuchi and starring Tsuyoshi Kusanagi, is a remake of the 50-year-old film of the same name. The movie tells the nail-biting story of a bullet train speeding towards Tokyo, rigged with a bomb set to detonate if its speed drops below 100 km/h. Authorities must race against time to get everyone home safely.
The film has garnered significant attention in Japan and worldwide since its release, but it's the unexpected promotional strategy that's truly blown up social media. Ads for a movie about a train with a bomb on it are appearing directly inside Shinkansen train cars and at numerous stations across Japan. This has left many netizens and passengers hilariously asking, "Seriously, where are they putting these ads?!"
The buzz started with a tweet from a user who posted a photo of the film's ad inside a Shinkansen car, captioning it: "どこで宣伝しとんねん" (Where are they even advertising this?!). The post quickly went viral, resonating with tens of thousands of users and turning the comment section into a massive roast session.
One user comically remarked, "It's as absurd as watching a plane crash documentary on a flight." Another added, "Every time the train pulls into a station, I start getting nervous." Others chimed in with, "Choosing the wrong place for an ad is too funny," and "Not exactly humorous, if you ask me." People even shared photos of the same ads spotted in stations like Shinjuku and Sendai, proving this marketing blitz is truly everywhere.
Adding to the irony, the original 1975 film, "The Bullet Train," faced significant backlash from Japanese National Railways (JNR), the predecessor to JR, due to its plot involving terrorists planting a bomb on a Shinkansen. JNR was so furious they refused any cooperation for the production.
However, nearly half a century later, JR East isn't just *not* boycotting the film; they've become one of its promotional partners. This shift has led netizens to exclaim, "Times really have changed!" Some users also pointed out that the movie isn't just a simple disaster flick; it's about the protagonist's struggle to prevent the explosion. "It's precisely because JR East is confident in their own safety operations that they dare to run these ads," one user suggested.
Despite the playful jabs, many netizens admitted that the ads create an "explosion of immersion" that actually makes them want to watch the movie. Some joked, "I'm already thinking about the 4DX version!" while others declared, "This is absolutely the most fitting ad location." Even railway enthusiasts commented, "This kind of advertising is guaranteed to be super effective."
What seemed like a wildly unconventional marketing move ultimately succeeded in generating massive buzz and interest. For Netflix and the film, it's undeniably a unique promotional victory. If you're curious about this high-stakes thriller, you can catch "Bullet Train Explosion" streaming now on Netflix!
via： togetter