CASE STUDY · FILM
Modern Films
A campaign for each of Modern Films' Japanese releases in UK cinemas, from HAPPYEND in September 2025 to Kokuho in May 2026.
Sector: Film · Services: Editorial, Instagram, Newsletter, Giveaway
THE FILMS WE PROMOTED
A slate of Japanese films, from Tokyo youth culture to kabuki.
HAPPYEND
Directed by Neo Sora. A coming of age story set in near future Tokyo.
UK cinema release · Preview screening and DJ night at the ICA
In UK cinemas from 19 September 2025
A Pale View of Hills
Directed by Kei Ishikawa, adapted from Kazuo Ishiguro's debut novel.
Nagasaki after the war and 1980s England · UK cinema release
In UK cinemas from 13 March 2026
Kokuho
Directed by Lee Sang-il, adapted from Shuichi Yoshida's novel about a life in kabuki, the classical Japanese stage form.
Highest grossing Japanese live action film · UK cinema release
In UK cinemas from 8 May 2026
THE PARTNERSHIP
How the partnership came about
Modern Films is a London film company. In September 2025, after an exchange on Instagram, Satoko Sekiguchi of Modern Films emailed Japan Nakama about HAPPYEND and shared the film's press assets. In March 2026 the relationship moved to paid campaigns for A Pale View of Hills and then Kokuho, with Modern Films and Vue Lumière supplying screeners, stills, trailers and giveaway tickets. Each campaign was built for UK readers who follow Japanese film and culture.
OUR APPROACH
How we ran the campaigns
HAPPYEND feature
Our feature introduced Neo Sora's first narrative feature and its near future Tokyo setting, along with the preview screening and DJ night at the ICA on 18 September. It went live on 17 September 2025, two days before the film opened in UK cinemas.
Feature, 17 September 2025
A Pale View of Hills review
Our review looked at how Kei Ishikawa adapts Kazuo Ishiguro's debut novel, moving between Nagasaki in 1952 and England in the 1980s. Modern Films commented on the draft, and we added the release date and booking link before it went live on 11 March 2026.
Review, 11 March 2026
Instagram reels
We made a bespoke reel for A Pale View of Hills, posted on 11 March 2026 with Vue Lumière invited as collaborator. For Kokuho we made a trailer reel that launched alongside our first article, then a second reel for the ticket giveaway.
Reels, March and May 2026
Kokuho explainer and event article
For Kokuho we published two pieces. An explainer on 1 May 2026 looked at the film's treatment of kabuki and its success in Japan, and an event article followed on 4 May 2026.
Explainer and event article, May 2026
Kokuho ticket giveaway
Readers entered to win a pair of tickets to see Kokuho at Vue West End in Leicester Square on Saturday 9 May 2026. Modern Films booked the seats and we passed the tickets to the winner.
May 2026
Newsletter
A newsletter featuring A Pale View of Hills went to our subscribers at noon on 13 March 2026, the day the film opened in UK cinemas. We sent Modern Films a copy for their records.
13 March 2026
THE IMPACT
What it added up to
What the slate delivered, described without figures.
IN FRONT OF THE RIGHT FANS
Readers who follow Japanese film
Each release reached readers who already look for new Japanese cinema in the UK.
A SEARCHABLE HOME
Four articles that stay live
Each film keeps a page on Japan Nakama that answers readers' questions long after opening week.
SOCIAL REACH
Trailers on Instagram
Bespoke reels put A Pale View of Hills and Kokuho in front of our Instagram followers.
ENGAGEMENT AND INTENT
A night at the cinema
The Kokuho giveaway asked readers to act and gave a winner seats at a West End screening.
SEE THE WORK
Read the coverage
“Thank you so much for your massive help with KOKUHO! It was a really great campaign.”
Satoko Sekiguchi, Marketing and Special Projects, Modern Films
WORK WITH US
Releasing a Japanese film in the UK?
Tell us about your release and we will suggest a campaign that fits your dates.