The specialized cinema chain “Super Mario Theater” will significantly expand its presence in Japão. Toho Towa announced the expansion from five to 30 units distributed across the country, with opening scheduled for May 23, just one month after the release of the film “Super Mario Galaxy: O Filme” on April 24, 2026. The growth responds to the exceptional performance of the five opening cinemas, which operate exclusively on weekends with a totally immersive proposal centered on the universe of the Nintendo character.
Experiência immersive and exclusive content
The themed cinema offers much more than a simple film session. Cada seat receives covers decorated with the Chico character, transforming the room into a unique visual environment that intensifies the viewer’s involvement throughout the projection. Antes from the main film, a special opening video features the official Japanese voices of Mario and Luigi, with Mamoru Miyano playing Mario and Tasuku Hatanaka as Luigi. Esse short segment is shown only in these themed theaters, creating an emotional connection between the audience and the characters before the feature film begins.
The Super Mario Galaxy Movie "Super Mario Theater" events are coming to 5 Toho cinemas in Japan!
– Special Luma design seat covers
– Mario and Yoshi mascots
– Exclusive admission gifts
– Special footage with Japanese voice actors
– Nintendo Today app exclusive check in content… pic.twitter.com/dXMExhEIGq— Genki✨ (@Genki_JPN) March 19, 2026
Todos visitors receive a special bracelet designed by Chico as a gift upon entry. The accessory, which works with a snap closure, is distributed free of charge per person per visit and is not applicable to conventional promotional tickets. Essa integrated merchandising strategy reinforces the themed experience and provides a tangible reminder of the visit.
Augmented reality Tecnologia in the Nintendo Today app
The “Nintendo Today” app significantly expands the cinema experience through advanced augmented reality features. By scanning images on displays installed throughout the room, visitors check in and unlock exclusive digital rewards, including customized photo frames, themed wallpapers and personal viewing logs that allow them to track how many times they have watched the film.
The most immersive functionality allows you to point your smartphone at different points in the cinema and see the universe of Mario unfolding on the device’s screen. Mario and his companions appear floating in space, digitally interacting with the physical environment of the cinema. Essa technological integration transforms going to the cinema into an activity that transcends the film session, creating moments of interaction between the physical and digital world.
Cronograma Expansion in Five Regional Phases
The expansion takes place in five distinct phases over five consecutive weekends, ensuring balanced geographic distribution across Japão. The first wave begins on May 23 and 24, opening cinemas in five strategic prefectures:
- TOHO Cinemas Akita (Prefeitura of Akita)
- TOHO Cinemas Sendai (Prefeitura of Miyagi)
- TOHO Cinemas Ebina (Prefeitura of Kanagawa)
- TOHO Cinemas Kofu (Prefeitura of Yamanashi)
- TOHO Cinemas Kochi (Prefeitura of Kochi)
Nos On May 30th and 31st, five more establishments open their doors in different regions. The third phase arrives on June 6th and 7th, with five new cinemas operating. The fourth wave takes place on June 13th and 14th, opening five more locations in strategic regions. The final phase takes place on two dates: June 20th and 21st for the first batch and June 27th and 28th for the second, completing the expanded network with ten additional cinemas distributed in prefectures such as Fukushima, Nagano, Fukui, Kumamoto, Tottori, Ibaraki, Shizuoka, Mie, Shiga and Oita.
Contexto of film marketing success and strategy
“Super Mario Theater” initially debuted in just five units at Estados Unidos, where the positive public response exceeded Nintendo and Toho Towa’s expectations. Esse exceptional performance motivated rapid expansion into the Japanese market, consolidating an innovative model of themed cinema. The strategy represents a differentiated approach to film marketing, creating spaces where the experience transcends simply showing the film and becomes a memorable event for fans of the franchise.
The film “Super Mario Galaxy: The Filme” began its national circulation on Japão on April 24, generating great interest among fans of the franchise. Making the special theaters available just one month after the general release takes advantage of peak public interest, offering an additional reason to revisit the cinema or seek out the screening for the first time. The limited nature of operation only on weekends in May and June makes advance purchase important to guarantee presence in the themed experiences before the end of this special phase.
