Studio Ghibli’s Final Film ‘How Do You Live?’ by Hayao Miyazaki Set for Release: A Unique Approach with No Trailer or Promotional Marketing
Studio Ghibli Takes Unconventional Approach for Hayao Miyazaki’s Final Film ‘How Do You Live?’ – No Trailer, No Promotional Marketing
In a move characteristic of Studio Ghibli’s unique style, the renowned anime studio has announced that it will release Hayao Miyazaki’s final film, ‘How Do You Live?’, without any trailers or promotional materials. The highly anticipated film is set to premiere in Japan on July 14, generating immense anticipation among audiences. However, very little information about the film has been disclosed, and there are no confirmed release dates for international audiences.
Described by Ghibli as a “grand fantasy” loosely based on Genzaburo Yoshino’s 1937 novel of the same name, ‘How Do You Live?’ explores the emotional and philosophical growth of a young boy after the loss of his father. While Ghibli unveiled a cryptic poster for the film in December, no further details, such as the plot, voice cast, or setting, have been shared since then. In an interview with Japanese magazine Bungei Shunji, Toshio Suzuki, Ghibli’s lead producer and Miyazaki’s trusted collaborator, revealed that no additional information about the film will be revealed before its theatrical release.
Suzuki explained the absence of marketing for the upcoming movie, stating that Ghibli has traditionally wanted audiences to experience their films firsthand without preconceptions. The decision to forgo traditional marketing strategies reflects Ghibli’s desire to break away from repetitive practices and try something different.
Fans of the esteemed anime studio will recognize this as a quintessential Studio Ghibli move. Ghibli has always prioritized maintaining the purity and magic of its works over excessive commercialization. This approach can be seen in their limited licensing of merchandise and their cautious approach to media coverage of their theme park, ensuring a serene appreciation of nature.
Suzuki contrasted Ghibli’s approach with the conventional marketing methods employed by Hollywood, citing the example of an American movie set to release around the same time as ‘How Do You Live?’. He expressed concerns about trailers revealing too much of the plot, potentially discouraging viewers from watching the film. Ghibli’s decision to go against this trend aligns with their intention to provide a refreshing experience for moviegoers.
Suzuki also shared that Miyazaki’s praise for the first poster played a significant role in opting for this bold and minimalistic release strategy. Miyazaki’s compliment convinced Suzuki that the single poster was sufficient for marketing the film, eliminating the need for trailers, TV commercials, or newspaper ads. Suzuki believes that this approach resonates with the latent desires of moviegoers.
With only one poster unveiled so far, Studio Ghibli’s ‘How Do You Live?’ continues to captivate audiences with its air of mystery and unconventional marketing approach.
