‘How Do You Live?’ is an upcoming film from Studio Ghibli, with Hayao Miyazaki as the director and writer of the film. If you are hearing about it for the first time and feel like you are living under a rock, then don’t, we all do, and for legitimate reasons.
The studio has taken an unconventional route, choosing to do something which anybody would call ‘too-primitive-in-today’s-times.’ As of now, there are no trailers and visuals released despite the film being scheduled for next month.
Studio Ghibli producer Toshio Suzuki told in an interview with Bungeishunjū magazine on Friday that they were opting out of marketing the film in the usual way. ‘How Do You Live?’ will have a theatrical release on July 14.
The visual above is the only poster that was released by the studio in December 2022. Suzuki shared many reasons for abandoning the marketing, one being that neither he nor Miyazaki had the energy to do it, and they wanted to try a new approach.
Furthermore, the producer also added that if the audience wanted to watch, they would not need trailers to be convinced. Releasing too many trailers can also spoil the film. He points out a Hollywood film that is opening in the summer but has released three trailers.
Suzuki mentioned that Miyazaki praised the visuals a bit more than he generally does, inspiring him to take a ‘less-is-more’ approach. That is why there are no further visuals, trailers, or ads.
Although the plot or voice cast has not been revealed, some details were shared in an interview in 2017. The film is inspired by the 1937 novel by Genzaburō Yoshino but is not a direct adaptation. Miyazaki first read the book in his middle school days.
The legendary filmmaker is working on the film since 2016, which also marked his return from his retirement.
I’ll admit, choosing minimal marketing will not affect the film’s performance, considering the team behind it. Not releasing a trailer is the only risky part but Studio Ghibli has always put quality and experience over its promotion. Upholding such values in business is not easy, but I guess Ghibli wants to prove its possibility.
About “The Boy and The Heron”
“The Boy and The Heron” (Kimitachi wa Dō Ikiru ka) is an anime film written and directed by Hayao Miyazaki. The story is inspired by the novel of the same name by Genzaburo Yoshino, first published in 1937 and set in pre-war Japan.
The novel tells the story of Copper, a fifteen-year-old boy who lives in Tokyo, watches thousands of people every day and wonders about anything and everything. After his father’s death, he goes on a journey of philosophical enlightenment and uses his knowledge to determine the best way to live!
Source: Official YouTube
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