A New Approach to Marketing

In an unexpected twist, Studio Ghibli has decided to forgo the usual marketing fanfare for Hayao Miyazaki’s final film, “How Do You Live?”. Bucking the trend of trailers and promotional materials, the studio has chosen to rely on a single poster to herald the film’s release in Japan next month.

The Lone Poster

The poster, revealed last December, features a sketch of a bird-like creature, a tantalizing hint of what’s to come. But since then, Studio Ghibli has maintained radio silence, choosing to keep the film shrouded in mystery until its theatrical debut on July 14.

Breaking from Tradition

In a recent interview with Japanese magazine Bungei Shunji, producer Toshio Suzuki explained the studio’s decision to step away from traditional marketing methods. He noted that in today’s information-saturated world, audiences often know too much about a film before they even see it. This new approach, he hopes, will bring back the thrill of discovery.

Miyazaki’s Endorsement

The decision to rely solely on the poster was further solidified when Miyazaki himself praised it as the best they’ve ever done. Despite initial reservations about the lack of publicity, Miyazaki gradually came to understand and support the unconventional approach.

The Final Act

“How Do You Live?” marks Miyazaki’s final feature-length project. The film is loosely based on the 1937 novel by Japanese author Genzaburo Yoshino and is described by Suzuki as a “fantasy on a grand scale”. The film will be released in Japan on July 14, with no set date for an international release yet.