Studio Ghibli has made a surprising decision regarding the release of its upcoming film.
That’s the movie “How Do You Live?” Directed by legendary filmmaker Hayao Miyazaki, will hit theaters without any of the usual trailers or marketing. The “only advertisement” was a typical Hollywood-style poster that was released.
Obviously, the decision to abandon traditional advertising and marketing is not only a strategy of Studio Ghibli but also a bold choice.
Toshio Suzuki, the co-founder of Studio Ghibli, who has been with Hayao Miyazaki for so long shared insights into this unusual strategy in a recent interview. He explained that the team was looking for a new approach and wanted to challenge the usual practice of over-promoting a film before its release.
Instead of promoting the film like everyone else, they decided to naturally arouse anticipation between Studio Ghibli’s “gut” fans and the movie-going public.
Toshio Suzuki compared their unconventional approach to that of a contemporary American film released at the same time. He points out that releasing as many trailers as usual, can sometimes reveal much of the plot, resulting in a diluted audience experience.
In contrast, Studio Ghibli’s tactics are based on cultivating curiosity and imagination, in keeping with the studio’s long tradition of preserving “magic” in their storytelling.
The decision to limit advertising by only releasing a single movie poster has received praise from Miyazaki himself. According to Suzuki, Miyazaki’s approval of the poster played an important role in solidifying their plan.
Since “How Do You Live?” to be announced. In 2017, fans all over the world were eagerly awaiting the release date. The film features a deeply personal story of Miyazaki, as he previously stated it was the film he made for his grandson, an iconic “legacy” left behind when he retired from the film industry. film work.
“How Do You Live?” is expected to be the final work of director Miyazaki, inspired by the 1937 Japanese novel How Do You Live? by Genzaburo Yoshino.
It’s a coming-of-age story revolving around the emotional and philosophical journey of a young boy dealing with the loss of his father. As expected, plot and character details are kept under wraps, leaving plenty of imagination for the waiting audience.
“How Do You Live?” will hit Japanese theaters on July 14, 2023.