Hayao Miyazaki’s “How Do You Live?” Releases Without Trailers
Studio Ghibli is releasing a film titled “How Do You Live?” that Hayao Miyazaki directed and wrote. If this is the first time you’ve heard of it, you’re not alone in wanting to hide out for a while.
The studio has gone in an unexpected direction, opting to create something that would be considered “too primitive in today’s times” by the general public. The movie is set to premiere next month, but there have been no promotional trailers or images released as of yet.
Studio Ghibli producer Toshio Suzuki revealed their decision to forego traditional advertising for the film in an interview with Bungeishunj magazine published on Friday. On July 14, ‘How Do You Live?’ will debut in theaters nationwide.
In December of 2022, the studio only issued the above image as a poster. Both Suzuki and Miyazaki were tired with marketing, and they wanted to attempt something fresh, so they decided to skip it.
The producer went on to say that the audience didn’t need to be enticed by trailers because they already wanted to watch. A film can be ruined if too many trailers are released. He mentions a summer release from Hollywood that has already had three trailers produced.
Suzuki stated that Miyazaki’s unusually high appreciation for the visual encouraged him to adopt a “less is more” philosophy. That’s why you won’t see any more photos, videos, or commercials.
Although the story and voice actors have not been disclosed, some information was disclosed in a 2017 interview. Although it is not a faithful adaptation of Genzabur Yoshino’s original 1937 novel, the film draws heavily from it. Miyazaki picked up the novel for the first time in middle school.
Since 2016, when he came out of retirement following the success of 2013’s “The Wind Rises”, the iconic director has been hard at work on the project.
It’s true that, with this cast and crew, the movie might still do well even with minimal promotion. Studio Ghibli has always prioritized production values and artistry over advertising, so skipping the trailer is the only real risk. It’s not simple to do so in corporate life, but I get the sense that Ghibli is out to prove it can be done.
How Do You Live?
Hayao Miyazaki directed and wrote the animated feature How Do You Live? (Kimitachi wa Dō Ikiru ka). The plot was adapted from Genzaburo Yoshino’s 1937 novel of the same name, which is also set in pre-war Japan.
Copper, a fifteen-year-old boy living in Tokyo, observes thousands of people each day and questions everything he sees. After his father passes away, he embarks on a quest for self-discovery and enlightenment in order to find the finest way to live.
