Hayao Miyazaki's New Film Breaks Records with Minimal Marketing

Hayao Miyazaki's latest film, 'Kimitachi wa dō ikiruka' (released internationally as 'The Boy and the Heron'), opened in Japan on July 14, 2023, with virtually no advertising—only a single enigmatic poster, no trailers, no press conference. This bold strategy by producer Toshio Suzuki paid off: the film achieved the best opening weekend for a Ghibli film since 'Spirited Away,' grossing over 2 billion yen and attracting 1.3 million viewers in its first four days. The film's presence at the Toronto International Film Festival prompted the release of first images on Studio Ghibli's official site, while US distributor GKIDS issued a teaser on September 6. The title references a 1937 novel by Genzaburō Yoshino, but Miyazaki tells a different story. Key animator Takeshi Honda, known for his work on 'Evangelion,' served as animation director. The film took six years to produce, with Suzuki granting Miyazaki ample time. The production involved top animators from Studio Ghibli and external talents. The narrative incorporates elements from John Connolly's 'The Book of Lost Things' and reflects on Miyazaki's own childhood and career, paying homage to mentor Isao Takahata and producer Suzuki.