"NOT Jacket Borrowing" started in one store and is now expanding to TSUTAYA stores nationwide! A user participation project has also begun, and we are looking for catchphrases on Twitter.

2017.02.17 Press Releases
TSUTAYA Co., Ltd.

-Rhymester's Utammaru also participated, and everyone's voices made TSUTAYA take it seriously!-

TSUTAYA Co., Ltd. (Head office: Shibuya-ku, Tokyo / President and COO: Nakanishi Kazuo / hereinafter referred to as "TSUTAYA"), which operates the entertainment store "TSUTAYA" nationwide, will expand the "NOT Jacket Rental" corner that started at one store, the TSUTAYA Bajikoen Store (Setagaya-ku, Tokyo) in October 2016, to all TSUTAYA stores nationwide. In addition, the "TSUTAYA #MyNOTJacketBorrow Campaign," a user submission project linked to Twitter, will start today and we are now accepting submissions.

Uyama Tatsumaru of the comedy duo RHYMESTER, one of the most movie-conscious people in the entertainment industry, will be participating as a judge in this project. Additionally, starting Thursday, March 16th, the "NOT Jacket Borrowing" catchphrase, created by Utamuro, will be available in stores.

■The project that started in one store has expanded to all TSUTAYA stores nationwide!
"NOT Jacket Borrowing" started as a standalone project at the Bajikoen store in Tokyo. This project first became known mainly through social media, and subsequently gained further popularity after being featured on TV and online media. It has received a huge response from customers, with over 60,000 posts mentioning the project on Twitter. In response to this, TSUTAYA will begin rolling out the product at TSUTAYA stores nationwide from Friday, February 17th. (Some stores are not offering this.) The project has been well received by store staff, with some stores even coming up with their own catchphrases, and the staff are playing a central role in promoting the project.

■Your copy will be on sale at TSUTAYA!? We're looking for your catchy slogans on Twitter!
In conjunction with the expansion to stores nationwide, a catchphrase posting campaign linked to Twitter, "TSUTAYA #MyNOTJacketBorrow Campaign," will be held from February 17th. The entries will be judged by Utadamaru of the comedy duo RHYMESTER and Tatsuya Ono of TSUTAYA Co., Ltd., the creator of the NOT Jacket Borrowing project. The winning works will have their submitted catchphrases displayed in the NOT jacket rental corner of TSUTAYA stores nationwide. We will also give away 1,000 T-Points as a prize.

■Application period: From noon on Friday, February 17, 2017 to 11:59 PM on Sunday, March 12, 2017
■Participation process:
①Follow the official TSUTAYA Twitter account (@shop_TSUTAYA).
② Choose your favorite work from the eligible works and think of a catchy slogan.
3. Post your catchphrase on Twitter with the hashtags "#MyNOTBurnerJacket" and "#TitleOfWork".
■ Eligible works: 18 works
"Love Within," "The Avengers," "Interstellar," "Kick-Ass," "Kingsman," "The Goonies," "Whiplash," "Begin Again," "The Dark Knight," "Summer Wars"
"Back to the Future," "Our Little Sister," "The Hidden Blade," and "Flying Gal"
"Inside Out," "Tangled," "Big Hero 6," and "Monsters, Inc."
■Results announcement: Late March 2017　
Due to the nature of the project, the winning entries will not be announced on the website or elsewhere. Those who have been selected as winners will be contacted via direct message on Twitter.
■Excellent Work Award Prize: 1,000 T Points

■Utadamaru of the hip-hop group RHYMESTER, one of the most movie-conscious people in the entertainment industry, also created the catchphrase "NOT Jacket Borrowing"!

What is "NOT Jacket Borrowing"?

This is a method of choosing films where all information such as the title, visuals, director, and cast is hidden from the jacket, and you decide which film to rent based solely on the catchphrase written on the package, relying on "intuition."It started at the TSUTAYA Bajikoen store in October 2016 and became a big hit, especially on social media. This project offers new opportunities to discover the many fascinating titles available for rental at TSUTAYA.
The films are selected from a range of worthwhile products with a rating of 3.7 or higher (out of 5) on Filmarks, one of Japan's largest movie review sites.

TSUTAYA will propose ways to enrich and enjoy your lifestyle through entertainment by offering projects that connect the moving experiences that come from movies with customers' lifestyles, such as the excitement of watching movies, the fun of choosing movies, a variety of products that expand the world of movies, and T member benefits.

Materials related to this matter

"NOT Jacket Borrowing" started in one store and is now expanding to TSUTAYA stores nationwide! A user participation project has also begun, and we are looking for catchphrases on Twitter.

Inquiries regarding this matter
TSUTAYA Co., Ltd. Public Relations
03-6800-4764