In an unexpected turn of events, revered Japanese animation master Hayao Miyazaki’s most recent film, “How Do You Live?” was released without trailers, advertisements, or other marketing initiatives. The purposeful secrecy around the film’s release sparked interest among viewers, who enjoyed the mystery approach. The anticipation for this rumoured final film was even more poignant because Miyazaki, famed for his legendary works like the Academy Award-winning “Spirited Away,” had previously declared his retirement but later withdrew it. This article examines “How Do You Live?”‘s novel releasing approach and the reactions it elicited in enthusiastic fans and moviegoers.
A Hayao Miyazaki movie typically has a lot of commotion, extensive advertising, trailers, and merchandise tie-ins. “How Do You Live?” bucked this standard by taking a subtler tack. The sole piece of information disseminated was a poster that Miyazaki himself had personally made, and even that was only distributed to a few theatres. Because the movie wasn’t widely advertised, viewers could watch it without having any preconceived preconceptions, which heightened their enthusiasm and interest.
Early moviegoers praised the unconventional release plan with enthusiasm. Student Michiru Miyasato, 18, who saw the premiere in Tokyo, expressed her excitement and said that not knowing what to expect had made her more eager. The event was enhanced by surprise, which offered another depth of mystery. Yumiko Kokubo, a social worker in her fifties, said she felt she could immerse herself in the movie more because there was no promotion.
The producer at Studio Ghibli, Toshio Suzuki, indicated that abandoning conventional marketing strategies was motivated by a desire to arouse nostalgia and recreate the essence of how films were formerly enjoyed. Suzuki vividly recalled his younger years, when the only information accessible before watching a movie was its title and poster. He aimed to capture that atmosphere of wonder and fantasy so that audiences may explore and interact with the film more deeply.
When Hayao Miyazaki announces his retirement, it’s almost become a tradition for him to go back to make films. But because of his advanced age and indications that this would be his last motion picture, viewers and admirers were incredibly excited to see “How Do You Live?” A 24-year-old computer graphics worker named Rens Takahashi showed his excitement by saying he thought Miyazaki’s previous movie would be his last. The yearning to once again experience Miyazaki’s works grew with each new announcement.
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The fact that “How Do You Live?” is the first of Miyazaki’s works to be released in IMAX format adds to the film’s originality. The immersive IMAX technology enhances the meticulously hand-drawn imagery and vivid colours that are hallmarks of Miyazaki’s works. This extra layer raises the movie experience even further and gives viewers an unmatched visual feast in what might be Miyazaki’s final masterwork.
With its basic approach, Hayao Miyazaki’s most recent picture, “How Do You Live?” defied conventional marketing conventions and allowed spectators to examine it with new eyes. Miyazaki and Studio Ghibli created intrigue and excitement among fans by forgoing trailers, advertisements, and excessive promotion. It brought back memories of when movie premieres were veiled in expectation and rumour and generated a feeling of mystique. The knowledge that this would be Miyazaki’s last movie provided an additional level of significance as audiences submerged themselves in his universe. Whether or not “How Do You Live?” genuinely signifies the end of Miyazaki’s brilliant career, it is a monument to his artistic brilliance and impact on the animation industry.
