The Japanese release of the animated film Jujutsu Kaisen 0 featured a variety of promotional freebies and consumer incentives designed to drive ticket sales and reward theatergoers. These incentives ranged from visual boards and posters distributed at theaters to digital rewards within mobile games associated with the franchise. The film, produced by MAPPA and distributed by Toho Co. Ltd., achieved significant box office success, grossing over 10 billion yen and selling 7.6 million tickets in Japan. The promotional strategies employed included staggered physical giveaways and digital currency distributions, targeting both movie attendees and mobile game players.
Theater-Based Physical Giveaways
Distributor Toho Co. Ltd. implemented a tiered system of physical freebies to encourage multiple viewings of Jujutsu Kaisen 0.
Visual Boards A visual featuring characters Satoru Gojo and Suguru Geto was released as a freebie for viewers in Japan starting February 5. Described as a rare visual, it marked the first time the two powerful sorcerers were featured as a duo in an illustration used for merchandise. The item was distributed in the form of a visual board.
Poster Series Starting January 22, Japanese theatergoers who purchased a ticket to the movie received a "clean" version of a promotional poster featuring the main character, Yuta Okkotsu. This poster was the first in a planned series of three bonuses. Two additional, as-yet-unannounced freebies were scheduled for release to ticket buyers who saw the movie after February 5 and February 19, respectively. This staggered release strategy was intended to encourage hardcore fans to see the film multiple times.
Special Edition Booklet During the movie's opening weekend, a special edition booklet containing an all-new manga chapter focused on Yuta was distributed as a freebie to attendees.
Digital Incentives and Mobile Game Events
The Jujutsu Kaisen mobile game, Jujutsu Kaisen: Phantom Parade, hosted a "First Wave" celebration for its first global anniversary, coinciding with the film's popularity. This event offered various digital freebies to players.
Free Currency and Login Bonuses Players received 3,000 free Cubes (in-game currency) simply for logging in during the celebration period. Additionally, an anniversary login campaign ran through November 20, handing out more Cubes and AP refills. Daily serial codes were also distributed on official social channels for six days, providing further rewards.
New Character and Event Rewards The celebration introduced a new SSR character, [Queen of Curses] Yuta Okkotsu, alongside an original story event titled "Here Comes! Gourmet Boom!" Participants could earn ten gacha pulls from Yuta's specific banner and unlock a limited SSR Recollection Bit called "Unprecedented Gourmet Boom." The event featured themed challenges and a light-hearted narrative.
PC-Exclusive Rewards A PC-exclusive Chain Pack was made available to players using the desktop version of the game, loaded with rewards for those who switched devices to maximize their bonuses.
Box Office Context and Critical Reception
The promotional efforts occurred against a backdrop of significant commercial success. Jujutsu Kaisen 0 achieved the second biggest opening weekend in Japanese film history and was the highest-grossing film released in Japan in 2021. The film was nominated for the Best Animation category in the Japan Academy Film Prize.
Critics noted the film's faithful adaptation of the source material, which is the prequel manga Tokyo Metropolitan Curse Technical School (renamed Jujutsu Kaisen 0). The story follows Yuta Okkotsu, a boy haunted by the spirit of his childhood sweetheart. The adaptation was praised for maintaining the essence of the manga, particularly its battles and animation quality.