Mubichike Co., Ltd. was established as a new corporate entity in July 2011 with capital investment from Kadokawa Media House Inc. and other investors for the purpose of selling advance tickets to cinema screenings through its Mubichike (movie ticket) portal. It based on the trends in the Japanese movie industry toward online ticket sales, distributors and cinema complexes are working together to grow and develop the industry. In order to strengthen links with the younger generation, Mubichike is promoting its Windows 8 apps across multiple devices.