Jane Austen in popular culture
Austen went out of favour in Japan during the militarist period in the early Showa era (1931-1945) when a xenophobic, ultra-nationalist mood prevailed, and the government discouraged people from reading foreign books. But during the period of the American occupation (1945–52), almost every Austen book was translated into Japanese except "Mansfield Park" (which was not translated until 1978), and Austen started to be widely taught in Japanese high schools. The translation of "Sense and Sensibility" in 1947, followed by a translation of "Pride and Prejudice" in 1950 were published by the prestigious publishing house Iwanami Shoten, and both books sold very well. The success of the Iwanami versions of "Sense and Sensibility" and "Pride and Prejudice" was the moment that Austen became respectable in Japan. In 1963, the critic Yamamoto Kenkichi, in his essay “The Smile of "Pride and Prejudice"” that proved to be influential, criticized Japanese literature for being overtly solemn and praised Austen for her “natural ease”, which led him to conclude: “Collins, Wickham, Mrs. Bennet, Lady Catherine, how she turns her laughter on these minor characters. They are observed with some malice, certainly, but in a pleasant, mischievous, irreverent manner which ultimately accords salvation to even these fools”. Austen has been regarded as a major writer in Japan since the 1950s, and in 2007, the Jane Austen Society of Japan was founded to provide a space for Japanese Janeites. In 2015-2016, "manga" versions of "Pride and Prejudice", "Emma", and "Sense and Sensibility" were published in Japan.
Sense and Sensibility (film)
In the United Kingdom, "Sense and Sensibility" was released on 23 February 1996 in order to "take advantage of the hype from "Pride and Prejudice"", another popular Austen adaptation recently broadcast. Columbia Tristar's head of UK marketing noted that "if there was any territory this film was going to work, it was in the UK." After receiving positive responses at previews, marketing strategies focused on selling it as both a costume drama and as a film attractive to mainstream audiences. Attention was also paid to marketing "Sense and Sensibility" internationally. Because the entire production cycle had consistently emphasised it as being "bigger" than a normal British period drama literary film, distributors avoided labelling it as "just another English period film." Instead, marketing materials featured quotations from populist newspapers such as the "Daily Mail", which compared the film to "Four Weddings and a Funeral" (1994). It was watched by more than ten million viewers in Europe. Worldwide, the film ultimately grossed $134,582,776, a sum that reflected its commercial success. It had the largest box office gross out of the Austen adaptations of the 1990s.