S.W.AT. opened at the top of the Japanese nine-major-cities box office with a strong $60,011 screen average on 22 screens - despite a free ticket giveaway.
To attract the target young male demographic, distributor Sony launched a nationwide campaign offering free admission to anyone in the first year of junior high school. Ads urge eligible teens to "go to the movie theatre with your friends and classmates."
"A movie in a theatre is different from one you see at home" it explains - and kids are clearly eager to enjoy the experience.
Parents and guardians need not drag themselves out of the house, however - there is no PG-13 rating in Japan.