In the age of distraction, Ryuta Shiiki figured out a way to get the undivided attention of 37 million people for three minutes.
Whenever the lights dim in a movie theater run by Toho Co., the nation¡¯s largest chain, animated characters from Shiiki¡¯s DLE Inc. appear, urging the audience to silence their phones and refrain from talking.
DLE and the movie theater unit of Toho, the creator of ¡°Godzilla,¡± announced plans Wednesday to use the slot between trailers and the feature as a content incubator starting next month, pitting new characters in a popularity contest and sharing the intellectual property rights.
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