Sentimental Value

Source: Cannes International Film Festival

‘Sentimental Value’

EXCLUSIVE: Japan’s Gaga Corporation has announced the launch of a new label dedicated to distributing international arthouse cinema within Japan called Noroshi: A Gaga Label.

Noroshi’s first release will be 2025 Cannes Grand Prix winner Sentimental Value. Directed by Joachim Trier, the film is the Norwegian entry for best international feature at the Academy Awards. Noroshi will release in Japanese cinemas in February.

Future releases for the label include the German drama Sound Of Falling (April), which won the Jury Prize at Cannes; The Love That Remains (July), the Icelandic drama which also premiered at Cannes and whose lead canine won the Palm Dog; and Nightborn (August), the upcoming horror film from Finnish director Hanna Bergholm. The label is also planning retrospective screenings showcasing “highly auteurist directors.”

A Gaga spokesperson said: “In recent years, while the number of domestic films has increased, the market for foreign films in Japan has been shrinking year by year. Due to this situation, the importance of informing about and delivering films that should not be overlooked has never been greater.”

Satomi Odake, representative director / executive vice president and COO of Gaga, said that Noroshi aims to provide audiences, who have limited time, with ”quality films”, citing previous by Gaga releases such as Oscar winners Anatomy Of A Fall and Everything Everywhere All At Once.

Chizu Ogiya, Gaga’s general manager of acquisition, said Noroshi’s strategy to shore up viewership of non-Japanese films will include promotional campaigns launching earlier than normal “to ensure information reliably reaches fans” as well as “fostering close collaboration with theatres, including screening trailers for upcoming films and lobby promotions.” Striving for a cohesive, high-quality lineup under the Noroshi label will also encourage fans to view subsequent releases, says Ogiya, who adds that in Japanese, “noroshi” means “smoke signal” or “signal fire.”

The Noroshi team is led by Ogiya with overall operations overseen by Odake, marketing led by Noriyuki Sumita and theatre booking led by Yasuchika Honda.

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