The decision by Studio Ghibli and Hayao Miyazaki not to market their upcoming film, “The Boy and the Heron,” represents a bold experiment in the world of cinema. This unconventional approach aims to return to the essence of filmmaking and enhance the audience’s movie-watching experience. While it may seem counterintuitive in an era of relentless marketing and promotion, there are several compelling reasons behind this choice and potential impacts that deserve a closer look.
Emphasis on the Viewing Experience
One of the primary motivations for the non-marketing strategy is to prioritise the viewer’s experience. In today’s information-saturated world, where trailers and plot summaries often reveal significant portions of a film’s content, the element of surprise and the joy of discovery can be lost. By refraining from marketing, Studio Ghibli and Miyazaki intend to allow audiences to step into the theater with a sense of the unknown, creating an atmosphere of anticipation and curiosity that enhances their overall satisfaction.
Leveraging Brand Recognition
Studio Ghibli and Hayao Miyazaki boast an exceptionally strong brand presence in the world of animation. Their names alone carry tremendous weight and can attract legions of dedicated fans to the theaters. This robust brand recognition makes the non-marketing strategy not only viable but also a strategic choice. While lesser-known filmmakers might struggle to adopt a similar approach, Studio Ghibli’s reputation and legacy enable them to rely on their established fan base.
Cultural Prestige
Beyond their brand strength, Studio Ghibli’s films often delve into profound social and cultural issues. They have earned recognition not only within animation circles but also among the broader public for their thought-provoking themes and artistic storytelling. This cultural prestige contributes significantly to the allure of their films. Audiences are not just expecting entertaining animations; they are anticipating cinematic experiences that challenge their perceptions and engage with pressing societal concerns.
Restricting Exposure
For Studio Ghibli, maintaining the uniqueness and integrity of their works has been a long-standing strategy. They have restricted the licensing of their characters and the production of merchandise to avoid overexposure. This philosophy extends to their film marketing as well. By avoiding excessive marketing, Studio Ghibli can uphold high expectations among audiences. In a way, their restraint becomes part of the allure – audiences are drawn in not by flashy advertisements but by the aura of mystery and exclusivity surrounding their productions.
A Pure Movie-Watching Experience
While the non-marketing strategy may not be suitable for all films, especially those lacking the brand power and unique values that Studio Ghibli possesses, it undeniably provides a purer movie-watching experience. For films produced by renowned companies and directors, this approach allows audiences to engage more deeply with the content and reflect on the messages conveyed by the film. It fosters a sense of intimacy with the work, unburdened by preconceived notions or spoilers.
Interest and Attention
The decision to abstain from traditional marketing itself becomes a topic of interest. It sparks curiosity not only among the audience but also within the media. In an era where marketing campaigns often dominate headlines, Studio Ghibli’s departure from convention generates discussion and further amplifies anticipation. The unconventional marketing approach, or lack thereof, becomes a unique selling point in itself, drawing attention and setting the film apart from the competition.
In an industry where marketing and promotion have become essential components of a film’s success, Studio Ghibli and Hayao Miyazaki’s decision not to market “The Boy and the Heron” represents a departure from the norm. However, their strong brand recognition, cultural prestige, and commitment to delivering a pure movie-watching experience make this unconventional approach not only feasible but also intriguing. As audiences eagerly await the release of this film, the experiment in non-marketing serves as a reminder of the enduring power of storytelling and the enduring appeal of the cinema.
About Hayao Miyazaki
Hayao Miyazaki is a renowned Japanese animator, director, producer, screenwriter, author, and co-founder of Studio Ghibli, one of the most esteemed animation studios in the world. Born on January 5, 1941, in Tokyo, Japan, Miyazaki has earned international acclaim for his contributions to the art of animation and storytelling.
Miyazaki’s career spans several decades, and he is celebrated for his unique ability to create captivating and emotionally resonant animated films that appeal to both children and adults. His works often feature intricate hand-drawn animation, richly developed characters, and thought-provoking narratives that explore themes such as environmentalism, feminism, pacifism, and the wonder of childhood.
Some of Hayao Miyazaki’s most iconic films include “My Neighbor Totoro,” “Spirited Away,” “Princess Mononoke,” “Howl’s Moving Castle,” and “Ponyo,” among others. “Spirited Away” won the Academy Award for Best Animated Feature in 2003, further solidifying Miyazaki’s global reputation as a master storyteller.
Miyazaki’s films often transport viewers to fantastical and enchanting worlds filled with magical creatures and imaginative landscapes. His commitment to hand-drawn animation and his dedication to preserving the art form have earned him a devoted following among animation enthusiasts.
Throughout his career, Hayao Miyazaki has received numerous awards and honours for his contributions to animation and cinema, including the Golden Lion at the Venice Film Festival and the Academy Honorary Award for his lifetime achievements.
Beyond his work as a filmmaker, Miyazaki is also a published author, with several books and manga to his name. His influence on the world of animation is immeasurable, and his films continue to be cherished by audiences of all ages around the globe.
