Studio Ghibli has made a surprising decision regarding the release of their upcoming film. The film titled “How Do You Live?” directed by legendary filmmaker Hayao Miyazaki will premiere without any trailers or traditional advertising campaigns. The only promotional material released is a single Hollywood-style poster.
Clearly, the decision to forgo conventional advertising methods is not just a strategy from Studio Ghibli but also a bold choice. Toshio Suzuki, the co-founder of Studio Ghibli, who has worked alongside Hayao Miyazaki for many years, shared insights into this unconventional approach during a recent interview. He explained that the team is seeking a new way of engagement and intends to challenge the common perception that heavy advertising is necessary for a film’s release.
In the interview, Suzuki highlighted the differences between traditional advertising methods and the unique approach they are taking for “How Do You Live?” He pointed out that releasing the film without extensive promotional content might lead to a more authentic audience experience, as they wish to create a natural connection between Studio Ghibli and its fans.
Moreover, Suzuki compared the direct engagement style of Studio Ghibli with the traditional release patterns of other films. He noted that conventional advertising often leads to heightened expectations, which can sometimes detract from the viewer’s experience.
In contrast, Studio Ghibli’s strategy focuses on cultivating anticipation while maintaining the depth and imagination that aligns with their long-standing storytelling tradition. This unique approach has already garnered praise from none other than Miyazaki himself. According to Suzuki, Miyazaki’s approval of the single poster serves an important role in the film’s overall marketing strategy.
Since the announcement of “How Do You Live?” in 2017, fans worldwide have been eagerly awaiting its release. The film promises a rich narrative infused with Miyazaki’s personal touches, as he has stated that it is a film he is creating for his grandson, serving as a “legacy” as he steps back from filmmaking.
“How Do You Live?” is expected to be Miyazaki’s final work, inspired by the Japanese novel “How Do You Live?” by Genzaburo Yoshino, published in 1937. The story revolves around a young boy navigating the emotional and philosophical challenges following the death of his father. As anticipated, many story details and characters will be kept under wraps to allow for a more immersive experience for the audience.
The film “How Do You Live?” is set to premiere in Japan on July 14, 2023.
