Rental Magica is another series which attempts to be the right-side of the "magic + school children =" equation. Whether the glut of recent shows with this theme is some kind of fallout from the Harry Potter fangasm or perhaps just some kind of coincidence is a question for the future; what is clear is that Rental Magica is a step ahead of its peers by not only being meticulously researched but, more importantly, remarkably engaging and fun.
Beginning with a frantic and kinetic opening sequence on a strangely deserted highway, the series follows a tried-and-tested template of a chaotic first episode, followed by a sedate second and finally settling into a more balanced third. The first is replete with foreshadowing and scattered dialogue one expects from an introduction; it neatly sections out what are no doubt going to be the meat of the series in the form of monster quelling, client interaction and light-hearted school jocularity. None of these individual aspects merit undue focus and the test of the series will be in how well it balances the different facets. After such a riotous initiation, the series obliquely steps back in time in order to flesh out the cycloptic protagonist and his apparent memory loss and relation to the derisive witch of the show. It's an odd move, especially as it at first seems to serve only to reintroduce the tiresome "rich" wench whose saving grace is her UK origin. The third episode continues to explore the enigmatic characters in the central "Astral" team, a format likely to be repeated until a more coherent antagonist can be conjured up.
Rental Magica works so well because it manages to blend a number of historical and mythological concepts into a coherent whole, pitching the setting as a turbulent and often fantastical menagerie of magic, gods, demons and concepts. Fundamentally all of the magic practised in the series boils down to a pretty light show and impracticable chanting but never out-staying its welcome and always staying within the confines of its own rules; there isn't the kind of omnipotent magic which would be so easy to lapse into. The characters are interesting without being overbearing, the central character has been thrust into a role he is neither suited nor ready for which creates an interesting if quickly tiresome dynamic, one mirrored by his usually covered demonic eye which imbues him with decisiveness and a assertive voice. The powers of the eye are not elaborated upon but one would hope having a grotesque, otherworldly eye would give more than just a baritone voice.
The art-style is a mixed-bag and seems simplistic for its subject matter but oddly fitting for the bold lines of the characters; the animation meanwhile is never beyond good and frequently dips into merely serviceable. The opening tune, strangely, is appended to the end of the first episode and takes its rightful place in two and three; the song is fitting and catchy and the backing art is stylish, but no where near the likes of SHAFT's Sayonara Zetsubou Sensei. The ending meanwhile is unspectacular and skippable after the first watch unless one wants to see the only form of fan-service in the show with the Megami-esque stills.
Rental Magica's lure relies almost solely on its painstakingly investigated portrayal of modern-day magic use steeped in an olde worlde mythos. It mixes Shinto, Celtic and pseudo-Pagan in just the first three episodes; obviously without audience interest in such matters, the series is little better than any other "brats with magic" story. It follows other anime such as Phantom Quest Corp. closely while still taking cues from the likes of Tokyo Majin and even a passing fondness for those series will set one up well for Rental Magica. The opening episodes manage to be endearing and enjoyable to watch though it is perhaps an acquired rather than a universal taste.