Studio Ghibli's Unconventional Marketing Strategy for Hayao Miyazaki's "How Do You Live?"
Studio Ghibli, renowned for its captivating animated films, has taken a bold and mysterious approach to promoting Hayao Miyazaki's highly anticipated film, "How Do You Live?"
The production company, along with producer Toshio Suzuki, recently revealed that there will be no ads or trailers released in Japan prior to the movie's July 14th debut. Instead, they have opted for a unique marketing strategy to offer audiences a fresh experience.
Innovative Marketing Decisions
While the U.S. and international release dates have yet to be announced, Studio Ghibli is already stirring curiosity with its unconventional marketing decisions. Toshio Suzuki, the producer and general manager, explained to the Holliwood Reporter that the studio wanted to break away from traditional promotional tactics and do something different for "How Do You Live?"
Traditionally, Studio Ghibli has strived to attract audiences to their films through various marketing initiatives. However, this time, they decided to challenge the status quo.
Suzuki expressed his fatigue with repetitive marketing methods, citing an American movie that released multiple trailers, revealing nearly the entire plot. To avoid such an experience for moviegoers, Studio Ghibli aimed to create the opposite effect by not releasing any trailers or TV commercials for "How Do You Live?"
Hayao Miyazaki. Getty Images
A Single Hand-Drawn Poster
Studio Ghibli's commitment to uniqueness is evident in their decision to rely solely on a hand-drawn poster as the sole marketing material for "How Do You Live?" Suzuki shared that Miyazaki himself admired the poster, considering it the best one he had ever seen.
Taking this as a sign, the studio decided to focus their marketing efforts solely on this exceptional piece of artwork. By abstaining from trailers, TV commercials, and newspaper ads, Studio Ghibli believes they are tapping into the latent desires of moviegoers, creating an air of anticipation and mystery around the film.
The Journey Behind the Film
"How Do You Live?" holds special significance as it marks Hayao Miyazaki's return to the director's chair since his retirement announcement in 2013 after the release of "The Wind Rises." Miyazaki, known for his meticulous attention to detail, has dedicated himself to hand-drawing every frame of the film.
This commitment has resulted in a longer production timeline, with only 36 minutes of the film completed after three years of work. Nonetheless, Studio Ghibli and Miyazaki remain devoted to delivering a masterpiece that showcases their artistic integrity.
Studio Ghibli's decision to forego traditional marketing strategies for "How Do You Live?" demonstrates their commitment to offering audiences an extraordinary experience.
By focusing on a single hand-drawn poster and refraining from releasing trailers or TV commercials, they aim to cultivate anticipation and intrigue among moviegoers.
And as fans eagerly await the film's release, Studio Ghibli continues to push boundaries and redefine the marketing norms of the industry.
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