There’s a fully gigantic anime film occasion developing this summer time within the type of “How Do You Live?” It’s the primary historically animated Studio Ghibli movie in near a decade (the final one earlier than this being 2014’s “When Marnie Was There”). It’s additionally the primary anime directed by Hayao Miyazaki since 2013’s “The Wind Rises,” and with the director now being 82 years outdated and never a very speedy filmmaker, there’s a great likelihood this would be the final feature-length anime of his profession.
But whereas there’s a whole lot of anticipation surrounding “How Do You Live?” there’s subsequent to no fashionable advertising and marketing “buzz” for it…and that’s a calculated, intentional transfer by Studio Ghibli veteran producer Toshio Suzuki, who lately defined that the studio has determined to do completely no promoting or preview movies for the film.
As of proper now, right here’s every little thing we learn about “How Do You Live?”
● It’s a “grand fantasy” story.
● It shares its title with a Japanese novel from 1937, however isn’t an adaptation of the guide.
● It’s popping out in Japanese theaters on July 14.
And that’s it. Plot, setting, characters, and even the voice forged are an entire thriller. As for the way it’ll look, that’s been stored tightly beneath wraps too, as Studio Ghibli launched a single poster for “How Do You Live?” (pictured under) again in December, and never a single different visible clue.
So why is Ghibli shunning something resembling conventional advertising and marketing for the film? Suzuki lately sat down for an interview with Manabu Shintani from Japanese journal Bungei Shunji to debate the unorthodox technique.
“It’s surprising how little promotion is being done for the movie,” Shintani muses as he broaches the topic, to which Suzuki casually replies. “Oh, yeah, we decided not to do any.”
“I mean, how should I put this?” Suzuki expands. “As part of company operations, Ghibli has wanted people to come see the movies we’ve made. So we’ve thought about that and done a lot of different things for that purpose, but this time we were like ‘Eh, we don’t need to do that.’”
“That’s the reason?” asks Shintani, laughing incredulously. “I mean, it really is,” Suzuki solutions “Doing the same thing you’ve done before, over and over, you get tired of it. So we wanted to do something different. And in terms of results, we thought it’d be good for the movie industry too.”
Shintani factors out, although, that followers get enthusiastic about having pre-release data for a movie, just for Suzuki to counter with: “Right, but why? So you end up going to see a movie just to confirm what you already knew about it?…If that’s how it’s going to be, I figured just one poster is enough [for ‘How Do You Live?’].”
Suzuki then goes on to distinction this minimalist strategy with that of an upcoming American blockbuster. “There’s an American movie…ah, I almost said the title out loud, coming out this summer, about the same time [as ‘How Do You Live?’]. So they’ve made three trailers for it, and released them one at a time. If you watch all three, you know everything that’s going to happen in the movie. So how do moviegoers feel about that? There must be people who, after watching all the trailers, don’t want to go see the movie [anymore]. So I wanted to do the opposite of that.”
Suzuki admits that he was initially pondering of constructing a second poster for “How Do You Live?” however Miyazaki unknowingly modified the producer’s thoughts. “I’ve been involved with our movies since ‘Nausicaa’ [released in 1984], but this was the first time Hayao Miyazaki genuinely praised me. ‘Suzuki-san, this is amazing. It’s the best [poster] you’ve ever done,’ he said. I felt like that was a hint, so I decided ‘Let’s go with just this one poster for the marketing.’ So no trailer or TV commercials at all…No newspaper ads either. Deep down inside, I think this is what moviegoers latently desire.”
Despite Miyazaki’s vocal complaints concerning the pursuit of economic positive aspects, even the director was startled by Suzuki’s no-marketing advertising and marketing plan. Walking into a gathering the place Suzuki was within the means of explaining it to others, Miyazaki requested “Is that plan OK? Not doing any promotion?” Suzuki recollects, however says “Eventually he came around.” With simply the title and a single poster to go off of, Suzuki thinks individuals’s imaginations shall be stirred, and believes that that is one thing that can make them pleased as they wait to see the completed work.
It’s a daring and refreshing strategy to advertising and marketing, although it comes with a vital level that neither Suzuki nor Shintani brings up. Studio Ghibli, and Hayao Miyazaki particularly, are probably the most revered animators in Japan, and arguably your complete world. A Miyazaki-directed Ghibli function just about markets itself, as evidenced by the truth that its producer will get booked for an interview and the primary query he’s requested is principally “So, why aren’t you doing more advertising for this film that everyone already knows about and wants to see?”
In different phrases, Suzuki’s one-poster-and-the-title advertising and marketing technique is admittedly one thing solely Ghibli can confidently do, since “How Do You Live?” is little doubt going to be the form of movie solely Ghibli could make.
Source: YouTube/文藝春秋 電子版 by way of Hachima Kiko
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