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'How Do You Live?' will premiere to audiences without introduction videos or major advertising, an unconventional strategy by Studio Ghibli likely to boost viewer anticipation.
Studio Ghibli has taken a surprising stance on the release strategy for its forthcoming film.
Directed by legendary filmmaker Hayao Miyazaki, 'How Do You Live?' is set to hit theaters without the usual marketing trailers or promotional activities, with only a classic Hollywood-style poster released.
The decision to forego traditional advertising and marketing methods is not only a Studio Ghibli strategy but also a bold choice.
Toshio Suzuki, Ghibli's co-founder and a longtime collaborator with Hayao Miyazaki, has offered deep insights into this unusual strategy in a recent interview. He shared that the team is seeking a new approach and aims to challenge the norm of excessive pre-release advertising for films.
Opting for a natural increase in anticipation, Studio Ghibli's latest film eschews traditional advertising in favor of engaging directly with its dedicated fanbase and the general audience.
Toshio Suzuki draws a contrast between their novel approach and the conventional American film's release strategy, pointing out how the latter's frequent trailers can sometimes spoil the plot, diminishing the viewing experience.
Studio Ghibli's strategy leverages the cultivation of curiosity and imagination, echoing the studio's longstanding tradition of preserving the 'magic' in their storytelling.
The decision to limit advertising to a single film poster has earned praise from Miyazaki himself. Suzuki notes that Miyazaki's approval of the poster was crucial in reinforcing their approach.
Since the announcement of 'How Do You Live?' in 2017, there has been worldwide anticipation for its release. The film features a deeply personal story by Miyazaki, which he has described as a 'legacy' for his grandson, symbolizing his exit from filmmaking.
'How Do You Live?' is anticipated to be Miyazaki's final masterpiece, inspired by Genzaburo Yoshino's 1937 Japanese novel of the same name.
A coming-of-age narrative centers on a boy navigating emotional and philosophical challenges following his father's departure, with plot and character details intentionally left vague to fuel audience anticipation.
'How Do You Live?' is slated for release in Japan on July 14, 2023.
