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    How Japanese Superfans Redefined What It Means to Be Obsessed

    Otaku, people for whom hero worship is a way of life, have changed everyone’s relationship to the culture.ON ANY GIVEN night, the neon-lit streets of Akihabara, an entertainment district in central Tokyo, are packed with visitors. Inside windowless shopping malls, they flock to stalls selling used Hello Kitty or Astro Boy figurines, Pokémon trading cards and vintage video game consoles. At the idol bars and theaters — venues dedicated to musical acts like AKB48, which was named after the area — they wave glow sticks in colors that correspond to their favorite performers. And at the maid cafes, they pay to take pictures with young waitresses in petticoats and pinafores, many of whom hope to become stars themselves one day. Since the Japanese anime boom of the past few decades, Akihabara has been a refuge for the otaku — someone who would “go beyond the lengths of any normal person to pursue their interests,” according to the 2004 documentary film “Otaku Unite!” Kaede, 29, a member of F5ve, a girl group based on the 1990s manga series “Sailor Moon,” calls the neighborhood their “holy land.” More

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    Olivia Munn’s 5 Favorite Places in Tokyo

    The baronial manors, rolling lawns and private clubs in the fictional suburban backdrop of the new Apple TV+ series “Your Friends & Neighbors” bear little resemblance to the buzzing sidewalks, neon lights and hidden warrens of Tokyo. But for the actress Olivia Munn, who plays an outsider turned socialite on the show, her childhood years in the city helped inform the role.Ms. Munn, right, stars in the Apple TV+ series “Your Friends & Neighbors,” which premiered last week.Jessica Kourkounis/Apple TV+, via Associated PressAt age 8, Ms. Munn, now 44, moved from Oklahoma City, where she was born, to Yokota Air Base in Tokyo, along with her mom, then stepdad (an Air Force major) and four siblings. Suddenly, she was the odd kid out, “thrust into new worlds” where she became determined to find her place, she said in a recent video interview. “I really got good at observing people.”Over the better part of a decade, she explored the now Instagram-famous alleys of Omoide Yokocho, where packed, tiny restaurants served “the most amazing yakisoba”; teeming Harajuku, where “everyone dressed up like anime” on Sundays; the warren of games and gadgetry in the Akihabara electronics district, where she and her brother combed through the bins for Casio watches; and Mount Fuji, about 60 miles away but visible from the city’s high-rises, where she and her family twice hiked to the summit and were rewarded with steaming ramen and stunning views.Ms. Munn moved back to the United States at 16 and attended the University of Oklahoma before going on to a career that has included the HBO series “The Newsroom” and the superhero blockbuster “X-Men: Apocalypse.” Though she minored in Japanese, her language skills have slipped a bit, she said, but “it all comes back to me” with a little practice when she makes one of her regular trips back to Tokyo.Ms. Munn is married to the comedian John Mulaney, and they have two young children.Krista Schlueter for The New York TimesWe are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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    ‘Love Hotel’ Review: Finding Space for Beauty in the Bleakness

    A Shinji Somai contribution to a narrow soft-core subgenre crushes together the anonymity and violence, desire and trauma, that bind lives of alienation.Two harrowing sexual assaults occur in the first 15 minutes of “Love Hotel,” a 1985 erotic drama from the cult director Shinji Somai. First, Tetsuro (Minori Terada), a flailing Tokyo businessman in debt to the yakuza, is forced to stand by while his wife, Ryoko (Kiriko Shimizu), is raped by a mob loan shark. Later, in a twisted bid at reclaiming some agency, Tetsuro hires Yumi (Noriko Hayami), a sex worker, plotting to kill her and himself. He assaults her savagely, but doesn’t carry out his plan, instead leaving Yumi naked and chained to the bed at a love hotel.Nothing else in the film matches the shock of these acts of violence, captured unflinchingly in static shots and gliding pans. Their memory, however, lingers throughout and infects this human drama of romantic disillusionment and sexuality warped by trauma with serious feel-bad vibes occasionally tempered by mordant humor.Some years later, the two reconnect — on radically different footings — when Yumi, who works at a publishing house (and is now known by her real name, Nami), hops into the cab Tetsuro is driving.There’s a lot more sex, too. “Love Hotel” is one of the best-known entries in the roman porno subgenre, a kind of elevated skinflick developed by financially strained film studios in Japan in the 1970s meant to entice audiences looking for quality and coitus.It’s also something of an outlier in Somai’s filmography (he was best known for his dark coming-of-age tales, like “Typhoon Club,” 1985). Yet his exquisite visual compositions (of lonely bedrooms, concrete piers, and nocturnal courtyards) infuse even the film’s racy images with a somber sense of longing and introspection, finding beauty and humanity in the midst of the macabre.Love HotelNot rated. In Japanese, with subtitles. Running time: 1 hour 28 minutes. In theaters. More

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    Nobuyo Oyama, the Japanese Voice of Doraemon, Dies at 90

    Her alto timbre, which led to teasing as a child, and radiant laughter shaped how millions experienced the blue cartoon robot in the quintessential children’s anime of the same name.Nobuyo Oyama, the voice actress whose alto timbre and radiant laughter shaped how millions in Japan experienced Doraemon, the blue cartoon robot in the quintessential children’s anime of the same name, died at a hospital in Tokyo on Sept. 29. She was 90.Her death was confirmed by phone on Friday by Yozo Morita, the chief executive of her agency, Actors 7, who said that she had suffered a stroke in 2008 and been living with dementia for years.For about 25 years, Ms. Oyama was the voice of Doraemon, a character that first appeared in a manga created in 1969. Doraemon is a robot from the future, sent by its owner to the present day to help his great-great-grandfather solve his childhood problems and change his family’s fortunes.The plump, earless, catlike robot typically helped the boy, Nobita Nobi, using gadgets from the future that he kept in his magical pocket. His deepening friendship with Nobita and his family was part of what made “Doraemon” one of the longest-running shows in Japan and beyond.Ms. Oyama found her talent while coping with being bullied for her voice as a child, she told Kakugo TV, an online interview series. She was often told by her classmates that she had a “boy’s voice,” she said. The students, laughing whenever she spoke, discouraged her from speaking in public.When her mother saw her withdrawing socially, she gave her a piece of advice that would shape her career: She should not hide her voice but find a way to use it. So she joined a broadcasting club in high school, where she hosted radio shows and performed in radio dramas.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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    Welcome to Japan, Taylor Swift Fans. Please Remain Seated as You Cheer.

    Some Japanese spectators are grumbling that foreign concertgoers visiting Tokyo don’t share their rather restrained local approach to taking in a show.Taylor mania has landed in Tokyo. But the enthusiasm of some of the Swifties arriving with her has clashed with local sensibilities.Thousands of visitors from across Asia and beyond have flooded into Japan’s capital as Taylor Swift performs at the Tokyo Dome for four nights this week. The problem, as some domestic concertgoers see it, is that these foreign fans don’t share the rather restrained Japanese approach to taking in a show.In a post on the platform X, a Japanese holder of a V.I.P. ticket wrote that even paying 130,000 yen — about $870 — and being seated in the third row didn’t guarantee a clear view, given that so many foreign fans had stood up.“It’s too sad,” the post said. “It’s crazy that, if you follow the rules, you won’t be able to watch it.”While Japanese are praised abroad for their pristine behavior at soccer matches and other sporting events, their exacting standards at home can make them hostile to visitors. Another post on X, accompanied by a short video of audience members hoisting up their cellphones to capture the scene onstage, complained that “there were many foreigners who couldn’t respect manners.”The grumbling is in some ways a microcosm of Japan’s mixed reception to the international tourists who have helped restore the country’s economy, the world’s third largest, after the pandemic. More than 25 million people visited Japan last year, according to the Japan National Tourism Organization, nearly 80 percent of the number who visited in 2019.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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    Japanese Talk Show Host Blazed Trails for Her Gender, and Now, for Her Longevity

    Tetsuko Kuroyanagi has been one of Japan’s best-known entertainers for seven decades. At 90, she’s still going strong.Pushing a walker through a television studio in central Tokyo earlier this week, Tetsuko Kuroyanagi slowly climbed three steps onto a sound stage with the help of an assistant who settled her into a creamy beige Empire armchair.A stylist removed the custom-made sturdy boots on her feet and slipped on a pair of high-heeled mules. A makeup artist brushed her cheeks and touched up her blazing red lipstick. A hairdresser tamed a few stray wisps from her trademark onion-shaped hairstyle as another assistant ran a lint roller over her embroidered black jacket. With that, Ms. Kuroyanagi, 90, was ready to record the 12,193rd episode of her show.As one of Japan’s best-known entertainers for seven decades, Ms. Kuroyanagi has interviewed guests on her talk show, “Tetsuko’s Room,” since 1976, earning a Guinness World Record last fall for most episodes hosted by the same presenter. Generations of Japanese celebrities across film, television, music, theater and sports have visited Ms. Kuroyanagi’s couch, along with American stars like Meryl Streep and Lady Gaga; Prince Philip of England; and Mikhail Gorbachev, the former leader of the Soviet Union. Ms. Kuroyanagi said Gorbachev remains one of her all-time favorite guests.Ms. Kuroyanagi, who jokes that she wants to keep going until she turns 100, is known for her rapid-fire chatter and knack for drawing out guests on topics like dating, divorce and, now, increasingly, death. Even as she works to woo a younger generation — the Korean-Canadian actor and singer Ahn Hyo-seop, 28, appeared on the show this month — many of her guests these days speak about the ailments of aging and the demise of their industry peers.Ms. Kuroyanagi with a guest, Kankuro Nakamura VI, a sixth-generation Kabuki actor, as seen on a screen.Noriko Hayashi for The New York TimesHaving survived World War II, she broke out as an early actor on Japanese television and then carved out a niche as a feel-good interviewer with a distinctive style that is still instantly recognized almost everywhere in Japan. By fashioning herself into a character, rather than simply being the person who interviewed the characters, she helped establish a genre of Japanese performers known as “tarento” — a Japanized version of the English word “talent” — who are ubiquitous on television today.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber?  More

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    The Newest ‘Godzilla’ Film Is Stranger Than Fiction

    Effects artists annihilate cities in movies all the time. Tokyo really was destroyed, a reality the best Godzilla stories have always taken seriously.A mighty monster stomps across the skyline, scaled and unstoppable, leaving destruction in his wake. Bridges, skyscrapers, electrical towers: Nothing can withstand his might. Every step produces a shock wave, every breath a firestorm. He swats away missiles and artillery shells like so many gnats. Civilians race before him through the streets, necks craned upward in terror. Godzilla was hardly the first movie monster, but he is undeniably the king. Across almost 40 feature films, the aquatic kaiju has gone from inscrutable menace to heroic savior and back again. Even the casual movie viewer can picture the formula: rubber-suited men wrestling above miniature model cities while puny humans look on with horror and begrudging respect. These rampages have become quaint and kitschy, safe enough to be parodied by Austin Powers and Pee-wee Herman.Yet for the Japanese audiences who saw Ishiro Honda’s “Gojira” in 1954, the sight of annihilated cityscapes would have been quite familiar. Just after midnight on March 10, 1945, a fleet of American B-29 bombers firebombed Tokyo, targeting the city’s wood-built low-income neighborhoods with napalm. The firestorm rapidly spread, and over the following hours at least 100,000 people died, “scorched and boiled and baked to death,” in the words of the operation’s mastermind, Maj. Gen. Curtis LeMay of the Air Force. Survivors recalled rolling banks of fire. Temperatures so high that metal melted and human bodies burst spontaneously into flame. By Aug. 15, this strategy had expanded to 67 cities and included the dropping of two atomic bombs. It’s been estimated that 400,000 Japanese civilians were killed and that nearly nine million more were made homeless. Honda’s film directly calls up these events. His Godzilla is a prehistoric beast, a dinosaur awoken from a subterranean chasm by underwater hydrogen-bomb testing. The monster acts with the implacable, impregnable logic of a natural disaster. His destruction of a village on remote Odo Island resembles a typhoon or a tsunami. When he finally reaches Tokyo, humans can do nothing as he rages, torching streets and crushing train cars in his teeth. Shooting in stark black and white, Honda frames the monster against a horizon of fire, like the annihilated cityscapes of the very recent past. Godzilla would go on to fight a giant moth, a three-headed dragon from outer space and King Kong. But the same traumatic kernel has always remained at the core of his appearances. At the start of Takashi Yamazaki’s “Godzilla Minus One,” released this fall, Tokyo has already been destroyed — by Allied firebombing. It is 1946, and the kamikaze pilot Koichi (Ryunosuke Kamiki) has returned home to a leveled landscape. His parents are dead. So are the children of his neighbor and the families of just about everyone he meets, including the plucky thief Noriko (Minami Hamabe) and Akiko, a baby orphaned by the bombing. As it happens, Koichi had a run-in with Godzilla in the last days of the war, but he is less concerned with monsters than he is with finding warm clothing and food for Akiko, who is malnourished — and with his guilt over surviving his suicide mission. He cannot make peace with the world or with himself. As he tells Noriko, “My war isn’t over.” For all the seat-shaking power of Godzilla’s roar, there is no sound more unsettling than an air-raid siren. Yamazaki’s film resembles, at first, many postwar melodramas, depicting a generation of men so traumatized by their experiences that they do not know how to move on with their lives and a society struggling to shake off a wartime culture of death. Koichi takes a dangerous job clearing mines left behind by both U.S. and Japanese forces, a lethal embodiment of the war lingering long into peacetime. It is this work that reunites Koichi with the monster of his nightmares. In this film, Godzilla is a deep-sea beast given powers of regeneration and destruction by the Bikini Atoll nuclear tests. These powers embolden and enrage the animal; even launching its catastrophic heat ray seems to scorch the creature from the inside, making each attack a mutually destructive act. Godzilla’s assault on Tokyo’s Ginza neighborhood recalls the 1923 Kanto earthquake, with each step splitting the earth and even the brushing of his tail causing buildings to crumble, crushing hundreds beneath the wreckage. Yet this is all prelude. When the army finally arrives to drive Godzilla back, the creature charges up its fiery breath, letting loose a thermonuclear blast that flattens the city, murdering thousands in an instant. The creature roars, and Yamazaki’s camera pans up to reveal a mushroom cloud blooming in the skies over Tokyo.It is an immensely discomfiting moment, and something about it reveals why Hollywood’s numerous attempts to bring the monster to America have never creatively succeeded. Beginning with Roland Emmerich’s 1998 “Godzilla,” the monster has flattened New York, San Francisco and Boston, to increasingly dull effect. Emmerich’s bombastic approach to destruction renders the action glib and meaningless. Honda shows us a cross-section of Tokyo society to underline all the life about to be lost; Emmerich’s misanthropic disaster epics, from “The Day After Tomorrow” to “2012,” marshal large casts in order to gleefully pick them off. So many Hollywood blockbusters these days end with a beam of colored light shooting into the sky and the whole world in peril. Thanks to teams of overworked effects artists, it is easier than ever to snap your fingers and annihilate entire cities, to make the deaths of thousands, even millions, seem banal. No American city has ever directly experienced the catastrophe of modern warfare, and you feel filmmakers grasping at the same examples over and over again. Zach Snyder invokes Sept. 11; “The Batman,” from 2022, ends by blowing Gotham’s levees, as if the city were New Orleans. Yet all this imagery feels cheap, deployed as a backdrop to the superheroic deeds at center stage.Tokyo really was destroyed, a reality the best Godzilla stories have always taken seriously. “Minus One” stays with the human victims as they race through the streets, horrified that their home is being destroyed, again, and so soon. Where Emmerich’s film exults in the carnage of laying waste to a city, Yamazaki’s insists on the damage, the destruction that recurs, returns, revictimizes. And he grounds it in very real terror; for all the seat-shaking power of Godzilla’s roar, there is no sound more unsettling than an air-raid siren. The writer W.G. Sebald once argued that the destruction of German cities from the air was so extensive that it left almost no imprint upon the popular consciousness. The bombing could be captured in statistics and generalizations but never as “an experience capable of public decipherment.” Faced with such mass destruction, the individual experience shrinks, until even those who live through war choose not to recall it. A similar thing could be said of our cinematic depictions. When a city is annihilated with a deadening wipe of one digital hand, it implies something foregone, even natural about the process. Indeed, LeMay’s forces modeled their firestorm on the one caused by the 1923 Kanto earthquake, and in the testimony of survivors the conflagration takes on a life of its own, a ferocious beast attacking from all sides. But there is nothing natural about the destruction of cities in wartime. Such devastation must be planned, ordered and executed, conscripting thousands to kill many thousands more. Someone has to build the bombs, and someone else to drop them from on high. There are homes below, schools and parks and hospitals, the topography of an entire life, buried under the rubble. When these images appear on our screens, it’s worth remembering: For some, this is spectacular fantasy; but for others, the horror is entirely too real.Source photographs for above: Toho Co. Ltd./Prod DB/Alamy Stock Photo.Robert Rubsam is a freelance writer and critic. More

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    Skipping the Olympics Is ‘Not an Option’ for Many Advertisers

    Companies have spent more than $1 billion on ads timed to the Tokyo Games, which will take place in empty arenas as the pandemic lingers.The Olympics have long been an almost ideal forum for companies looking to promote themselves, with plenty of opportunities for brands to nestle ads among the pageantry and feel-good stories about athletes overcoming adversity — all for less than the price of a Super Bowl commercial.But now, as roughly 11,000 competitors from more than 200 countries convene in Tokyo as the coronavirus pandemic lingers, Olympic advertisers are feeling anxious about the more than $1 billion they have spent to run ads on NBC and its Peacock streaming platform.Calls to cancel the more than $15.4 billion extravaganza have intensified as more athletes test positive for Covid-19. The event is also deeply unpopular with Japanese citizens and many public health experts, who fear a superspreader event. And there will be no spectators in the stands.“The Olympics are already damaged goods,” said Jules Boykoff, a former Olympic soccer player and an expert in sports politics at Pacific University. “If this situation in Japan goes south fast, then we could see some whipsaw changes in the way that deals are cut and the willingness of multinational companies to get involved.”Panasonic, a top sponsor, will not send its chief executive to the opening ceremony, which is scheduled for Friday. Neither will Toyota, one of Japan’s most influential companies, which also delivered a blow to the Games on Monday when it said it had abandoned its plans to run Olympics-themed television commercials in Japan.In the United States, marketing plans are mostly moving ahead.For NBCUniversal, which has paid billions of dollars for the exclusive rights to broadcast the Olympics in the United States through 2032, the event is a crucial source of revenue. There are more than 140 sponsors for NBC’s coverage on television, on its year-old streaming platform Peacock and online, an increase over the 100 that signed on for the 2016 Summer Games in Rio de Janeiro.“Not being there with an audience of this size and scale for some of our blue-chip advertisers is not an option,” said Jeremy Carey, the managing director of the sports marketing agency Optimum Sports.A United Airlines commercial featuring the Olympic gymnast Simone Biles will appear on Peacock.United AirlinesIn a Michelob Ultra commercial, the sprinting star Usain Bolt points joggers toward a bar. Procter & Gamble’s campaign highlights good deeds by athletes and their parents. Sue Bird, a basketball star, promotes the fitness equipment maker Tonal in a spot debuting Friday. Chris Brandt, the chief marketing officer of Chipotle, said that the situation was “not ideal,” but that the company still planned to run a campaign featuring profiles of Olympic athletes.“We do think people will continue to tune in, even without fans, as they did for all kinds of other sports,” Mr. Brandt said. “It’s going to be a diminishing factor in terms of the excitement, but we also hope that the Olympics are a bit of a unifier at a time when the country can seem to be so divided every day.”NBCUniversal said it had exceeded the $1.2 billion in U.S. ad revenue it garnered for the 2016 Games in Rio and had sold all of its advertising slots for Friday’s opening ceremony, adding that it was still offering space during the rest of the Games. Buyers estimate that the price for a 30-second prime-time commercial exceeds $1 million.Television has attracted the bulk of the ad spending, but the amount brought in by digital and streaming ads is on the rise, according to Kantar. Several forecasts predict that TV ratings for the Olympics will lag the Games in Rio and London, while the streaming audience will grow sharply.NBCUniversal said that during the so-called upfront negotiation sessions this year, when ad buyers reserve spots with media companies, Peacock had received $500 million in commitments for the coming year.“You won’t find a single legacy media company out there that is not pushing their streaming capabilities for their biggest events,” Mr. Carey, the Optimum Sports executive, said. “That’s the future of where this business is going.”United Airlines, a sponsor of Team U.S.A., scrapped its original ad campaign, one that promoted flights from the United States to Tokyo. Its new effort, featuring the gymnast Simon Biles and the surfer Kolohe Andino, encourages a broader return to air travel.“It didn’t make much sense to focus on a specific destination that Americans might not be able to travel to,” said Maggie Schmerin, the airline’s managing director of advertising and social media..css-1xzcza9{list-style-type:disc;padding-inline-start:1em;}.css-3btd0c{font-family:nyt-franklin,helvetica,arial,sans-serif;font-size:1rem;line-height:1.375rem;color:#333;margin-bottom:0.78125rem;}@media (min-width:740px){.css-3btd0c{font-size:1.0625rem;line-height:1.5rem;margin-bottom:0.9375rem;}}.css-3btd0c strong{font-weight:600;}.css-3btd0c em{font-style:italic;}.css-w739ur{margin:0 auto 5px;font-family:nyt-franklin,helvetica,arial,sans-serif;font-weight:700;font-size:1.125rem;line-height:1.3125rem;color:#121212;}#NYT_BELOW_MAIN_CONTENT_REGION .css-w739ur{font-family:nyt-cheltenham,georgia,’times new roman’,times,serif;font-weight:700;font-size:1.375rem;line-height:1.625rem;}@media (min-width:740px){#NYT_BELOW_MAIN_CONTENT_REGION .css-w739ur{font-size:1.6875rem;line-height:1.875rem;}}@media (min-width:740px){.css-w739ur{font-size:1.25rem;line-height:1.4375rem;}}.css-9s9ecg{margin-bottom:15px;}.css-uf1ume{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:justify;-webkit-justify-content:space-between;-ms-flex-pack:justify;justify-content:space-between;}.css-wxi1cx{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;-webkit-align-self:flex-end;-ms-flex-item-align:end;align-self:flex-end;}.css-12vbvwq{background-color:white;border:1px solid #e2e2e2;width:calc(100% – 40px);max-width:600px;margin:1.5rem auto 1.9rem;padding:15px;box-sizing:border-box;}@media (min-width:740px){.css-12vbvwq{padding:20px;width:100%;}}.css-12vbvwq:focus{outline:1px solid #e2e2e2;}#NYT_BELOW_MAIN_CONTENT_REGION .css-12vbvwq{border:none;padding:10px 0 0;border-top:2px solid #121212;}.css-12vbvwq[data-truncated] .css-rdoyk0{-webkit-transform:rotate(0deg);-ms-transform:rotate(0deg);transform:rotate(0deg);}.css-12vbvwq[data-truncated] .css-eb027h{max-height:300px;overflow:hidden;-webkit-transition:none;transition:none;}.css-12vbvwq[data-truncated] .css-5gimkt:after{content:’See more’;}.css-12vbvwq[data-truncated] .css-6mllg9{opacity:1;}.css-qjk116{margin:0 auto;overflow:hidden;}.css-qjk116 strong{font-weight:700;}.css-qjk116 em{font-style:italic;}.css-qjk116 a{color:#326891;-webkit-text-decoration:underline;text-decoration:underline;text-underline-offset:1px;-webkit-text-decoration-thickness:1px;text-decoration-thickness:1px;-webkit-text-decoration-color:#326891;text-decoration-color:#326891;}.css-qjk116 a:visited{color:#326891;-webkit-text-decoration-color:#326891;text-decoration-color:#326891;}.css-qjk116 a:hover{-webkit-text-decoration:none;text-decoration:none;}United’s campaign will appear in airports, on social media and on streaming platforms, including Peacock, but not on TV. Ms. Schmerin said the airline wanted to be “matching customers where they are, based on their viewing habits.”Ad agency executives said companies were regularly checking in for updates on the Covid outbreak in Japan and might fine-tune their marketing messages accordingly.“Everyone is a little bit cautious,” said David Droga, the founder of the Droga5 ad agency, which worked on an Olympics campaign for Facebook showcasing skateboarders. “People are quite fragile at the moment. Advertisers don’t want to be too saccharine or too clever but are trying to find that right tone.”Many companies advertising during the Games are running campaigns that they had to redesign from scratch after the Olympics were postponed last year.“We planned it twice,” said Mr. Carey of Optimum Sports. “Think about how much the world has changed in that one year, and think about how much each of our brands have changed what they want to be out there saying or doing or sponsoring. So we crumpled it up, and we started over again.”Visa, a sponsor, will not hold promotional gatherings and client meetings in Tokyo and will not send any senior executives, said Lynne Biggar, the company’s global chief marketing officer. The company’s commercial during the opening ceremony broadcast starts with a soccer game before showing Visa being used in transactions around the world.Visa scrapped plans for in-person Olympics events in Tokyo, but is debuting a commercial during the opening ceremony broadcast.VISANBCUniversal’s sports calendar also includes the Super Bowl in February, for which 85 percent of ad slots are already sold or are in discussions, the company said. Also on the lineup: the FIFA World Cup in Qatar in late 2022 and the Beijing Winter Olympics in February, both of which have put the advertising industry in a difficult position because of China’s and Qatar’s poor records on human rights.First, though, ad executives just want the Tokyo Games to proceed without incident.“We’ve been dealing with these Covid updates every day since last March,” said Kevin Collins, an executive at the ad-buying and media intelligence firm Magna. “I’m looking forward to them starting.” More