In a very Ghibli-esque move, the legendary anime house is asking fans to go see the film with no preconceptions: 'Deep down, I think this is what moviegoers latently desire,' says producer Toshio Suzuki.
Explaining the absence of marking for the upcoming movie, which has already become conspicuous in Japan, Suzuki said: “As part of company operations, over the years 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.'”
He added: “Doing the same thing you’ve done before, over and over, you get tired of it. So we wanted to do something different.” Fans of the legendary anime house, which has long prioritized a pure experience of its works over commercial considerations, will recognize the decision as a very Studio Ghibli-esque move. For years, Ghibli restricted the amount of merchandise that could be licensed and made from its characters, for fear that they might become over-exposed and lose some of their magic.
“There’s an American movie — ah, I almost said the title out loud! — coming out this summer around the same time [as ],” he said. “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 that movie. So how do moviegoers feel about that? There must be people, who, after watching all the trailers, don’t want to actually go see the movie. So, I wanted to do the opposite of that.
Suzuki also revealed that it was a compliment from Miyazaki about the first poster that ultimately convinced him to go with such a bold, barebones approach to releasing the movie., but this was the first time Hayao Miyazaki genuinely praised me. ‘Suzuki-san, this is amazing. This is the best poster you’ve ever made,’ 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 trailers or TV commercials at all… No newspaper ads either.
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