"I don't see any reason why Princess Mononoke couldn’t have been released and done really well," continues Gaiman. "But you would have had to send people out there to explain what this was." He cites the marketing campaign for the film adaptation of his children’s book Coraline, which was projected to make $6 million on its opening weekend, but made $16 million. "And the reason that happened is because we had a PR company who decided to target lots of small little groups, not just parents with kids. I look at Mononoke and think if they'd gone out to the people who like foreign films, who like Japanese culture, animation fans, horror fans, it actually could have kindled into a phenomenon."
