Six hours. That’s how long all three Puella Magi Madoka Magica movies run for, eclipsing the series run time by over an hour. You could just playlist all the series’ episodes and still have runtime spare to put up screens full of text describing what Gen Urobuchi ate for dinner when he was writing the series. A series that accumulated so much credit with so many fans that such a production would probably still be enough to line studio SHAFT’s pockets for years to come.

The backlash of course would be immense and it’s perhaps of a good thing that the three movies don’t do this lest we never hear the end of such entitled scorn. Of course when I say three movies, in reality it’s the first two movies which do this and it’s left to the third one to justify the movie franchise’s existence. I was not the greatest of Madoka’s fans when originally watching it as it aired; certainly there is a lot going on in terms of theme, pathos and direction and the pedigree behind it is obvious to see, however it was fundamentally a magical girl show regardless of its subversions or contrary tonal juxtapositions. That’s not a denigration of the genre as a whole, just a matter of taste and it not being to mine.

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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.

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