TOHO-ONE: Bringing together entertainment experiences across the TOHO Group
Entertainment does not begin and end with the time spent watching a film or performance. It starts with the anticipation of going to the movies or the theater, continues in the afterglow of the experience, and lives on through the conversations people share afterward.
TOHO-ONE, the membership service launched by the TOHO Group in spring 2026, was created to make those entertainment experiences even richer and more connected.
Yoshito Hiramatsu led the launch of TOHO-ONE and continues to oversee its operation today. Here, he shares the ideas and passion behind the service.
Bringing TOHO’s entertainment experiences together
――How would you describe TOHO-ONE?
Until now, the TOHO Group has offered several membership services, including CineMileage for moviegoers and TOHO NaviServe for theater audiences. TOHO-ONE brings these services together under a single, unified membership program. Members can earn shared points by using TOHO Group services—whether going to the movies or the theater, shopping through TOHO's online stores, or making purchases at TOHO-operated commercial facilities—and redeem those points for benefits across the Group.
But TOHO-ONE is more than just a points program. We see it as a service that broadens the ways people discover and enjoy entertainment.
When it comes to films and theater, our direct interaction with customers is usually limited to the time they spend watching a film or performance. Yet the entertainment experience extends far beyond that. It begins with the anticipation before the event, continues in the afterglow that follows, and lives on through the many ways people engage with the experience afterward.
TOHO-ONE was created to connect these moments before and after the entertainment experience more seamlessly. For example, someone might enjoy a performance at Theatre Creation in the Hibiya area, then continue the experience by discussing the show over dinner at a restaurant in Hibiya Chanter.
Going forward, we also plan to offer exclusive experiences through TOHO-ONE that only the TOHO Group can provide, such as tours of TOHO Studios and exclusive performances.
Official TOHO-ONE website (in Japanese)
United by one goal: Delighting our customers
――What led to the creation of TOHO-ONE?
The COVID-19 pandemic was the catalyst for TOHO-ONE. Until then, the TOHO Group had brought joy and inspiration to customers primarily through physical venues such as cinemas and theaters. But when the pandemic forced those venues to close, we lost many of our direct points of contact with customers.
This raised an urgent question across the Group: how could we continue delivering the inspiration of entertainment when those physical touchpoints were no longer available? To explore new possibilities through digital technology, a voluntary cross-group project was launched led by Yasunori Kobayakawa, former Head of the TOHO Digital Lab., who was then a member of the Group Management & Business Solution Department.
TOHO-ONE grew out of that project. By bringing together multiple membership services across film, theater, and other areas, we believed we could respond more flexibly to a rapidly changing world while creating new ways for customers to engage with entertainment. That belief became the driving force behind the project.
――How did you gain support across the Group?
Each business had its own priorities and perspective, from film and theater to the Group's other businesses. It was also a significant investment, so there was understandable hesitation at first, both within individual departments and among management. Some questioned whether it could really be done, while others wondered whether it was the right time to embark on a project like this.
An initiative of this scale was never going to succeed on momentum alone. We had to build support step by step by helping people understand what TOHO-ONE could become, why it mattered, and the value it could create for the Group.
Because my career had been primarily in the film business, working with colleagues from across the Group gave me a new appreciation for the breadth of our business. More than anything, it showed me the passion and commitment of the people who work here.
No matter which business they were part of, everyone shared a deep commitment to entertainment and to creating memorable experiences for our customers. That shared sense of purpose became a powerful driving force.
Once the decision was made to launch TOHO-ONE, everyone involved united behind the same goal: if we were going to do this, we were going to make it a success. That ability to come together with such energy and determination is one of the TOHO Group's greatest strengths.
How a Love of film became the foundation for TOHO-ONE
――Where did your career begin?
It really began with my love of film. I had always loved movies, and as a student I worked part-time at a movie theater. One of my favorite moments was seeing customers as they left after a screening.
Friends and couples would talk about how much they had enjoyed the film. Children would look up at their parents with shining eyes, asking questions about what they had just seen. I loved watching people leave the theater still immersed in the experience. Over time, I came to love not only films themselves, but the movie theater as a place where people create lasting memories.
Chibi ONE, TOHO-ONE’s official character
That experience led me to begin my career with a company that operated cinemas, and I went on to spend 18 years in marketing at TOHO Cinemas Ltd. Throughout those years, I kept coming back to the same thought: it seemed a shame for the experience to be limited to just the two hours people spent at the cinema.
I didn't want that feeling to end when the credits rolled. I wanted it to become part of people's everyday lives. Looking back, my part-time job at a movie theater may have been where the idea for TOHO-ONE first began to take shape.
――Launching TOHO-ONE must have come with plenty of challenges. What kept you moving forward?
What kept me going was the conviction that TOHO needed this. I never doubted that it was the right thing to do.
Entertainment is becoming increasingly diverse, and AI is advancing rapidly. Today, it is difficult to predict what even the next five years will look like. As markets and customer needs evolve faster than ever, I felt that TOHO needed to be able to spot those changes earlier than anyone else and respond with flexibility. That is why I believe we need a platform that allows us to connect directly with customers, respond quickly to what they are telling us, and continue delivering new forms of inspiration.
Films and live theater create experiences that stay with people long after they leave the cinema or theater. If we can carry that feeling into their everyday lives, we can create more opportunities to connect with customers and open up new business opportunities, expanding the possibilities of entertainment itself.
――Even so, it is not easy to stay true to a conviction like that.
Part of what gave me that conviction was a film I have treasured for many years: Scent of a Woman. Released in the United States in 1992, it remains my favorite film of all time.
Near the end of the film, the retired military officer played by Al Pacino delivers a powerful speech in defense of a student who is facing expulsion. What stayed with me was its message: when people come to a crossroads in life, they often know which path is right, yet choose the easier one instead. The young man in the film is determined to stay true to his beliefs and take the more difficult path, and the adults around him should not stand in his way.
I found that scene incredibly cool. I was in junior high school at the time and completely obsessed with Al Pacino. Being the impressionable teenager I was, I remember thinking, “I want to become the kind of adult who can say something that cool.”
TOHO-ONE also started from nothing, so there were many difficult moments. In that sense, it really was the harder path. But everyone at TOHO Digital Lab. faced each challenge with sincerity, driven by a shared determination to create a service that would truly benefit our customers.
Today, the TOHO Group is evolving on an unprecedented scale, expanding into areas such as anime, games, IP, and global markets. To be able to help create a new form of entertainment through TOHO-ONE during such a transformative period is deeply rewarding.
Creating a place where customers can connect through entertainment
――How will TOHO-ONE evolve from here?
We want TOHO-ONE to become a platform that brings customers together. When people gather in one place, new possibilities emerge. For example, we could create fan communities where people can share their thoughts on films and theater, partner with other companies to launch new media, or even explore crowdfunding-style initiatives using their points.
Above all, I hope TOHO-ONE becomes a place where people discover new favorites, reconnect with works they have loved in the past, and deepen their enjoyment of entertainment.
――What do you hope to achieve through TOHO-ONE?
What I hope to do is help grow the audience for entertainment.
The TOHO Group's slogan is “Moments for Life.” In my own life, the inspiration I once felt in a theater became the driving force that led me to TOHO-ONE. That experience made me realize the true power entertainment has to move people and enrich their lives.
Through TOHO-ONE, I want to show people the incredible variety of content and experiences available in the world of entertainment. I want to make those moments of inspiration richer and more accessible, and help bring more people into that world.
TOHO-ONE has only just begun. The real challenge starts now. We will continue to listen carefully to our customers’ voices and make full use of the data we collect. Beyond developing new services, we want to transform those insights into unique experiences that only TOHO can provide. My hope is that TOHO-ONE will grow into a platform that exceeds customer expectations and continues to earn their trust and support for years to come.
