Japanese V-Cinema (Vシネマ Bui Shinema) is the direct-to-video industry that appeared in Japan in the 1980s. The term is a trademark of Toei Company but is widely used in the West to describe any Japanese direct-to-video release. In Japan the term used is Original Video (オリジナルビデオ Originaru Bideo). Unlike its Western counterpart, this industry has a considerably better reputation, with directors sometimes making V-Cinema movies by choice, due to the creative freedom afforded by the less stringent censorship of the format, and the riskier content the producers will allow. The more common term OVA (Original Video Animation) is applied when the film in question is anime.