To be fair, Up was moderately popular in Japan:
http://www.boxofficemojo.com/movies/?page=intl&country=JP&id=up.htm
So maybe they're banking on...Japanese nostalgia...for....one of the best Pixar movies.
You know, I bawled my friggin' eyes out in the first 15 minutes of that movie. My wife was quite ill for...going on a month and a half, maybe two months?...at that time, and the doctors including an infectious disease specialist, were having a hell of a time trying to figure out what was causing her illness. We had also made a planned cross-country move in the middle of her being sick which really just added significant further stress. She had the energy somehow and was feeling a bit better so we went to our favorite restaurant from years beforehand for our anniversary and it made her just feel worse. Ugh, it's painful to think of now. Anyway, right around that time, maybe the same night, we went to see Up, and if anyone here has seen that movie it has a quite emotionally fraught opening sequence, and hoo boy, I was *really* worried about my wife's health but I'd been trying to keep it together and that opener just hit me like a ton of bricks and I was silently sobbing through those 15 minutes or so. My wife was really sweet about it and I can try to look back at that now as a memory of strength, I suppose, since we got through that difficult time, but at the time it was quite a rough experience and I can't imagine eagerly re-watching the movie and risking those emotions flooding back anywhere near as acutely.
Anyway, just a brief tangent. That's a high price for a downloadable film but I hope any Japanese persons who download it are able to enjoy it immensely. I was extremely impressed with the film.