Japan’s Studio Ghibli announces it will not release any trailers or promotional materials ahead of the release of Hayao Miyazaki’s final film how do you live?
The movie, which opens in Japan on July 14th, is arguably the most anticipated movie to hit Japanese theaters in the last few years, but little is known about it (this movie US and international release dates have not yet been set). Studio Ghibli has previously described the film as an “epic fantasy” loosely inspired by Japanese author Genzaburo Yoshino’s 1937 novel. how do you live?, a coming-of-age story about a boy’s emotional and philosophical growth after the death of his father. And although the studio released one obscure poster for the film in December (see below), it hasn’t said anything about the film since – neither the plot nor the voice cast, nor the setting or characters. nothing is said. In an interview with Japanese magazine Bungei Kasuga on Friday, Toshio Suzuki, considered Miyazaki’s right-hand man and longtime Ghibli lead producer, said he wouldn’t reveal anything more about the film before it hits theaters. rice field.
Regarding the lack of markings on new movies, which is already noticeable in Japan, Suzuki said, “As part of the company’s operations, Ghibli has long wanted people to come see the movies they made. So we thought about it and we’ve done a lot of things to that end, but this time we were like, ‘Oh, we don’t have to do that.'”
He added, “If you do the same thing over and over again, you get bored. So we wanted to do something different.”
Fans of the legendary anime house, which has long prioritized the pure experience of its work over commercial considerations, will recognize this decision as a very Studio Ghibli move. For years, Studio Ghibli has limited the amount of merchandise it can license characters to produce, fearing that they will be too exposed and lose some of their magic. And when the company launched its first theme park after years of envisioning it last year, it restricted advanced media access to the park. He feared that the widespread press would make the attraction too popular and undermine visitors’ appreciation of the serene nature it was designed for. .
In the interview, Suzuki also contrasted Ghibli’s approach. how do you live? The usual Hollywood marketing method.
“There’s an American movie and oh man, I almost said the title!” — Coming out around the same time this summer [as How Do You Live?],” he said. “They made three trailers for it and released them one at a time. If you watch all three, you’ll know all about what’s going to happen with the movie. How do you feel about that? I’m sure some people don’t want to watch all the trailers and actually go see the movie, so I wanted to do the opposite.”
Suzuki also revealed that Miyazaki’s compliments on the first poster convinced him to take a bold, bare-bones approach to the final release of the film.
He explained: Nausicaä of the Valley of the Wind (1984), but this was the first time that Hayao Miyazaki gave me a heartfelt compliment. “Suzuki-san, that’s amazing. This is the best poster you’ve ever made,” he said. I felt like that gave me a hint, and I decided, “Let’s do marketing with just this one poster.” That means no trailers or TV commercials at all. No newspaper ads. Deep down, I think that’s what moviegoers subconsciously want. “
Studio Ghibli’s only poster how do you live? You can find it below.