Could the iconic Japanese mecha series Macross, known for its lasting impact, ever achieve the global prominence that Gundam has enjoyed for decades? While both shows originated in the 80s and played significant roles in the resurgence of mecha television, Macross encountered legal complications that hindered its international distribution. Now that the rights to Macross have been settled, fans eagerly anticipate the franchise’s potential to match or even surpass the popularity of Gundam, with some analysts such as Ollie Barder on Forbes suggesting that Macross could potentially outshine Gundam.
As a passionate fan, I’ve always admired the Macross franchise for its unique charm and captivating storylines. However, when compared to the Gundam series in the Western world, Macross seems to lag behind in terms of marketing and availability. With nearly four decades of untapped potential for advertising and merchandise, Macross could potentially reach Gundam’s level of popularity if its marketing strategy were more robust.
The problem lies in the inconsistent release schedule on streaming platforms outside Japan, with major countries often left waiting much longer to watch the shows. Furthermore, the series has received minimal advertising, forcing fans to spread the word instead. The importance of marketing for a series’ success cannot be overstated; without it, Macross remains relatively unknown in the West.
Additionally, its limited availability for the past four decades has contributed to the brand becoming more niche and less accessible to casual viewers. If the creators of Macross want to increase its reach and make it a household name like Gundam, they must invest in effective marketing strategies that highlight why people should care about this fantastic franchise.
Macross is Not Getting any Marketing, and That’s a Problem
The joint announcement by Harmony Gold and Big West that they’ve struck a new deal for the popular anime series Macross generated quite a buzz, making headlines across the board. Yet, despite the excitement surrounding this development, all parties involved in the deal have kept mum. Although several Blu-ray releases were announced for different Macross anime series, there was little motivation to promote the franchise in the Western market. There were no eye-catching billboards, minimal advertisements or trailers, and most of the announced Blu-rays are still waiting to hit the shelves. It’s as if the franchise had vanished once more, with barely a trace left behind after this unexpected development.
Initially, it was Disney that revealed its intention to feature the franchise on its own streaming platform. However, this news was met with minimal excitement due to Disney’s underwhelming marketing efforts for its anime collection. Fans have been vocal about their displeasure towards this, expressing concerns that numerous anime series are being overshadowed by Disney’s streaming marketing strategies. To add fuel to the fire, the popular Macross shows were made available in various countries worldwide, but not in the United States for a considerable period. When it was finally confirmed that Macross would be available on Hulu in the US, Disney chose not to make any official announcement. Instead, it was a dedicated fan who discovered the shows’ arrival through placeholder thumbnails.
Marketing plays a crucial role by making people aware of upcoming shows, such as new Gundam series. Advertisements offer a sneak peek into the show’s content and its availability. These advertisements serve as an initial taste for viewers to decide if they might enjoy it. It’s hard for any anime, including Sunrise Studios’ Gundam franchise, to gain popularity without proper promotion. The latest addition to the Gundam series, Mobile Suit Gundam GQuuuuuuX, has received several trailers and a theatrical compilation film that summarizes the first three episodes. This compilation movie for Gundam GQuuuuuuX is scheduled for release in North America, attracting fans’ attention and ensuring they are informed about it. In contrast, Macross Plus was shown in North American theaters in 2021; however, its marketing efforts have been minimal. For Macross to rival the popularity of Gundam, it needs to match or surpass Gundam’s promotional strategies.
Even Though Macross Came to America First, It’s still too Niche.
Over time, Barder’s observation that Macross preceded Gundam in reaching America is accurate. However, the series has grown progressively less well-known over the past four decades. Initially part of Robotech, an American-created series that combined three unrelated Japanese anime into a single narrative, the original Macross formed the initial segment of Robotech and largely adhered to its Japanese origins. Robotech gained popularity when it was first broadcast in the 80s, serving as a significant forerunner for anime in the Western world. Unfortunately, the rights issues surrounding Robotech have made the distribution and recognition of Macross complicated over the subsequent four decades.
The intricacies of the contracts surrounding the use of Macross footage for Robotech are so convoluted that few people outside those directly involved fully understand them. As a result of these agreements, Harmony Gold, the company that owns Robotech, is legally obligated to bar any products or projects related to Macross from leaving Japan. Although some Macross anime managed to slip through (Macross Plus had an English dub released in the ’90s), the franchise remained largely stagnant in Asia. The deal was reciprocal; Harmony Gold could only create products based solely on the characters and footage used in Robotech. For four decades, nothing Macross-related could be exported overseas, paving the way for other mecha series to step into the gap.
The iconic series Gundam, particularly Mobile Suit Gundam Wing, created a massive impact in the ’90s, standing shoulder-to-shoulder with Dragon Ball Z as a staple of Toonami. Although subsequent Gundam series saw fluctuations in popularity within the U.S., the franchise remained steadfast in its presence. With a new anime series almost always released, and merchandise easily accessible to fans beyond Japan, Gundam has never been absent for more than a few years. On the other hand, the revolutionary show Robotech from the ’80s lost its footing due to the prolonged absence of sequels or merchandise, slipping into relative obscurity.
Macross’ Future Is Determined By It’s Next Installments
Despite Macross not being as widely marketed or easily accessible as Gundam, the series has persisted for a solid reason. As Barder correctly points out, there remains a dedicated fanbase for classic Macross, who will ensure its longevity for years to come. The fact that Harmony Gold and Big West are investing in new deals suggests that the brand still holds significant value. The upcoming projects for both Macross and Robotech will play a crucial role in determining the franchise’s Western appeal. While development on a live-action Robotech film has been slow, it could potentially boost the franchise into broader cultural relevance. It is worth noting that Sunrise Studio, responsible for Gundam, will be producing the next significant Macross anime.
Should the team responsible for the forthcoming Macross productions successfully promote it effectively, there’s a chance that the series could regain its popularity in the Western world once more. However, achieving Gundam’s level of acclaim as the preeminent mecha franchise may be overly optimistic. While Gundam has firmly established itself as an unrivaled titan, Macross still has ample potential for expansion.
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2025-02-13 21:42