http://www.asahi.com/english/Herald-asah
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Two star-crossed lovers--J-pop prince and a Shibuya girl--meet and fall for each other. Defying their warring yakuza families, they marry in secret but their doomed love affair ends in tragedy.
Sound familiar? Welcome to Shakespeare's "Romeo and Juliet"--manga style.
This March, SelfMadeHero, an imprint of the boutique British publishing company Metro Media Ltd., will release the Bard's romantic classic, alongside "Hamlet" (updated to outer space), retold in the distinctive Japanese comic book style known as manga. Further additions to the Manga Shakespeare Collection are planned.
The series is bound to excite purists and populists in equal measure, but it will also focus attention on a minor revolution that has been unfolding largely unnoticed on the shelves of British bookstores.
Manga, once a niche product available only in specialty shops, has gone mainstream. More than that, it has come home to roost. The Manga Shakespeare series will be available from Kinokuniya bookstores in Japan from April priced at 1,233 yen per volume
So new is the phenomenon that Nielsen BookScan, a leading book sales monitoring company, does not yet have a separate manga category for Britain. But in 2006, graphic novels, of which manga make up roughly half of all titles, sold nearly 900,000 copies grossing an estimated £7.6 million pounds (1.8 billion yen), up from £5.3 million in 2005 and £3.3 million in 2004, making manga one of the fastest growing segments in the publishing industry.
This growth is particularly impressive because in Britain comics have never had the respect they command in continental Europe, said Simon Spanton, editorial director at Gollancz, an Orion imprint. In 2005, Gollancz was the first homegrown publisher to distribute manga in Britain. "It is really quite a sea change for graphic novels to be taken up in the way they have been," Spanton said. "And manga has very much been the way into that."
The indirect evidence of a manga boom is even more compelling. Neo, a slick magazine that covers Asian cult entertainment, particularly manga, arrived on the shelves three years ago. It now has a monthly circulation of 15,000 and its companion Web site < neomag.co.uk > attracts over 130,000 page hits a month, according to The Bookseller magazine. Another leading anime fan site, < uk-anime.net >, receives about 80,000 hits a month.
"The manga scene is the largest it has ever been, with mainstream bookstore chains like Borders, Waterstone's and Heffers all having a manga section," Sonia Leong, 24, an award-winning illustrator and the artist behind SelfMadeHero's "Romeo and Juliet," said in a recent e-mail interview. "Nowadays, you can explain what manga is in less than two sentences, and people let out an 'Ah!' of recognition."
Manga conventions have played a key role in raising awareness, and there are now almost a dozen held regularly throughout Britain. Around 1,200 visitors to Ayacon, one of the largest manga conventions, attended screenings, lectures and participated in cosplay events in 2005. Throw in the London-based International Manga and Anime Festival that gave about $75,000 (9 million yen) worth of prizes in 2006 to manga artists and you have all the hallmarks of a craze in the making.
Explaining the new popularity of manga, Spanton points to the growing influence of Japanese culture more generally. "Card trading games, cartoons, Pokemon, Yu-Gi-Oh! and Akira--the young market is very heavily saturated by it, but until now there was no way into the bookstore for this. Manga have provided a way into the bookstore for Japanese culture."
On the other hand, Paul Gravett, a leading British expert on comics and the author of "Manga: 60 years of Japanese Comics," has argued that it is manga's innovative use of dynamic camera angles and visual grammar to tell stories, as well as complex characters and distinctive graphics that have made titles such as Osamu Tezuka's "Buddha" a critical and popular success.
Certainly, the publishers and artists behind Manga Shakespeare hope that those strengths will complement and clarify the passion and melodrama of the original for young and old alike. "Most people struggle with Shakespeare due to the difficulties of understanding Elizabethan English, but when the words are reinforced by so many storytelling devices, it becomes much clearer," Leong says.
"You can show if someone is being sarcastic, if someone has been misunderstood--using sweat drops, nerve bursts ・ou can illustrate someone's memories or visions by changing the frames, style of speech bubbles," and by using emotive background colors.
The fans themselves appreciate the sophistication of the manga art form. "Whether it be a high school romance, coming-of-age story, or a big old-fashioned intergalactic robot war, the creators and writers of anime and manga don't speak down to their audience or readers," says Dani Moore, 19, an avid reader of the "Ghost in the Shell" series and the business liaison officer for Tomodachi, a manga and anime convention based in Derry, Northern Ireland.
Manga has also managed to open up new market segments. Despite the image of comic book fans as geeky, 30-year-old men who live with their mothers, British manga readers are increasingly women. Kim Mackay, a Borders graphic novel and manga buyer, attributes much of the company's 33 percent jump in manga sales over the last year to young women interested in shojo or "girl" manga.
Typical is the popular "Fushigi Yugi" (Mysterious Play) series by Yuu Watase, published by Gollancz, that tells the story of a high school student transported to China when she picks up an enchanted book. Fantastic adventure and epic romance follow. For older women yaoi manga, also known as "Brokeback Mountain manga," which features tales of male homosexual love aimed at a female audience, are also successful.
Major publishing houses are betting on growth as manga becomes more familiar to the public.
In summer 2006, Pan Macmillan signed an exclusive deal to distribute titles produced by U.S.-owned Tokyopop, the largest manga publisher outside of Japan. Random House launched its own Tanoshimi manga imprint at the same time. Both are ramping up their releases.
Still, there is a long way to go. Manga represent a tiny fraction of the £1.7 billion spent on books in Britain in 2006, according The Bookseller magazine. And this pales in comparison to the market in Japan itself.
According to the Research Institute for Publications, the manga market, comprising manga magazines and books, totaled about 502 billion yen in 2005 in Japan.
Potential pitfalls are everywhere. In December, Hachette Partworks, launched Manga Force, a biweekly DVD and magazine collectors' series backed by a £500,000-plus advertising blitz.
However, fan sites were unimpressed when the commercial's voiceover narrator mispronounced the name of a classic series.
The vibrancy of the British manga scene is not in question, though. Indeed, emphasizing the grip the media has achieved on the public, designers based in Britain are beginning to create their own manga-style comics.
At the forefront of this development is Sweatdrop Studios, a collective of about 20 manga artists that has produced around 80 titles and helped foster the artists behind the current Manga Shakespeare series including Leong.
Whether truly authentic or not, the response to international manga artists from Japan itself has been surprisingly warm.
Last May, Leong exhibited at the Japanese Embassy in London, and the Japanese foreign ministry, led by admitted manga fan Taro Aso, is looking to manga and other elements of pop culture to improve Japan's standing abroad. Current proposals include sending anime or manga creators overseas as cultural ambassadors and creating a "manga grand prize" for foreign artists.
Clearly, Leong is not the only one who believes that "a rose by any other name would smell as sweet."(IHT/Asahi: February 3,2007)


