Director Shuichi Okita's 20th Anniversary Year! From his long-awaited, completely original new film, "Satoko is Always," we take a peek behind the scenes of the "Why are Japanese movie posters like this?" controversy! We delve into the "battle without answers" of film publicists… Arimura Kasumi's Satoko's  battle mode  explodes! [Detailed realism in every aspect] Main footage released!

The "Aren't Japanese movie posters lame?" controversy frequently erupts on social media. In reality, before each poster is completed, there's an endless struggle and battle among publicists regarding "how to deliver" the film.

The newly released footage captures the all-too-real "on and off" of Satoko (Arimura Kasumi), a publicity producer at a film distribution company: battle mode at work, and her true feelings spill out in front of her boyfriend! The footage begins at a publicity meeting for a new Korean film.

Satoko presents her plan to reach a wider audience, saying, "We'll appeal to senior citizens who enjoy baseball and movies, while also reaching younger audiences who frequently watch streaming dramas." However, the moment a junior staff member (Tomomi Nakai) voices her opposition—"It's become so ordinary," "It's almost like they're deliberately making it uncool"—the atmosphere in the conference room changes dramatically!

"Why make it such a difficult film?"

"Do you really think this tagline will reach our target amount?"

Ignoring the stunned silence around her, Satoko delivers her merciless, undeniable truth. She's not afraid of being disliked if it means getting the film out into the world… Her "battle mode," where she allows no compromise in her work, explodes.

However, in the sixth year of their affair, now in a period of stagnation, she makes a completely opposite statement during an oden date with Muramoto (Joe Odagiri). Standing before the visuals of the direction she had supposedly abruptly rejected, she raises her voice, gradually becoming more forceful, saying, "This is definitely better," and "Because the director is Kim Hye-jung, right?" When Muramoto gently replies to Satoko's true feelings, "Do what you want," she immediately responds, "What happens if I do what I want? Will I get paid for it?" and "I don't want nobody to come see it and for it to be all for nothing." The anxiety, impatience, and heartfelt desire to "deliver the film" that she never shows at work pour out like a dam breaking in front of her lover.

To get people to watch the film, who is it for? What message should it convey? What words should be chosen? Behind the posters that are summarily dismissed as "lame" on social media, there are actually many "meetings without answers" among film publicists.

"Satoko is Always" will be released on September 18, 2026.

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#Kasumi Arimura #Joe Odagiri #Hikari Ishida #Shuichi Okita #Satoko is Always

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