Studio Ghibli is taking bold steps to prevent spoilers for its latest animated movie

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Hayao Miyazaki’s latest movie hits theaters soon, but some standard anime merch won’t.

Only a few days left until the premiere Studio Ghibli’s The highly anticipated and hyper-realistically promoted new animated film, how do you live? Despite being a legendary director, Hayao Miyazaki’s After announcing his retirement after making the film in 2013, he returned to making feature films. the wind risesthere was not a single teaser, trailer, or commercial. how do you live?a deliberate choice by veteran producer Toshio Suzuki to limit the promotion to one poster for the movie and nothing else.

And now news comes in that Ghibli is handling movie releases in a different and unconventional way. how do you live?: No plans to sell the program in theaters at the time of release.

A little background: In Japan, most medium and large theaters have gift shops in their lobbies that sell merchandise from current movies.. Especially for anime and fantasy/sci-fi movies, there are lots of character goods such as pens, notepads, figures, and mini posters. But almost every movie also has something like this: Program, softcover booklet printed on high quality paper. Included within the program are promotional stills from the film, cast and crew interviews, other tidbits and fan tidbits about his service..

▼The program I got when I went to see it City Hunter Shinjuku Private Eyes anime movie

There’s never been an easier time to convince a movie buff to buy a program than right before they hit the theaters to see a highly anticipated movie, or right after the excitement of a movie that just came out and they’ve just seen it. . .but for how do you live?The distributor, Toho, announced in a tweet that the program will not be sold at theaters on the opening day, and will probably not be sold for some time after the opening day.

The tweet read:

“The movie ‘How Do You Live’ will be released in theaters and online after the program. The release date will be announced later on this account.

No reason was given in the statement, but The ostensible Ghibli/Toho intention is to prevent people from leaking spoilers of any kind in the form of sharing photos of the show online.. While the programs aren’t incredibly long (usually less than his 24 pages), they always contain memorable moments from movies and memorable pieces from major art pieces, and Ghibli is currently one of them. We are happy to expose our birds to the world. Creating an illustration of a man without actually going to the theater is along the same logic of not wanting snapshots of the show to circulate.

▼ Let’s take another look city ​​Hunter program

Some would argue, quite convincingly, that Ghibli is not really. need do some marketing for how do you live?. In addition to the angle of Miyazaki’s return, this work is also the first theatrical release for the studio in about 10 years, and it is also a work that anime fans and anime movie fans in general have been waiting for a long time. The lack of advertising probably won’t hurt ticket sales in Japan, and the continuing sense of mystery may actually encourage more people to visit theaters and see what Miyazaki has produced. Sex is enough.

But not selling the show (at least not at first) is a move that could actually hurt Ghibli’s bottom line. While not shockingly expensive, the program still costs around ¥1,000 (US$7) and is easy to assemble, making it an excellent source of additional income for productions. But this is Ghibli, a company that often professes that its first priority is art, not profit, so if there is an anime studio willing to delay and possibly even reduce show revenue, it is Ghibli. is.

Here’s the online reaction to the announcement:

“It’s a pity that I can’t get the pamphlet as soon as I get home after watching it.”
“If it’s not available that day, people may forget to buy it, or they may think twice and decide not to buy it at all.”
“‘Released at a later date?’ Don’t they understand that I have to go to the theater again to buy it?”
“They want to keep the spoilers under wraps until the hype subsides so people can still feel fresh about the movie.”
“They really want people to see it without any prior knowledge of what’s going to happen.”
“Are they really sure about this?” Maybe it’ll be a real masterpiece? “

how do you live? It will be released in theaters in Japan on July 14th.

sauce: Twitter/@toho_movie
Top image: Studio Ghibli
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