Studio Ghibli's Surprising Move Makes How Do You Live? Even Better

Hayao Miyazaki 's last Studio Ghibli movie, The Boy And The Heron (titled How Do You Live? in Japan) has hit the screens in Japan with the subtlety of a catbus in a china shop. How so? They bypassed the traditional publicity wagon and let the film speak for itself. It's a plot twist worthy of the Ghibli universe itself.

They've done the unthinkable. The unconceivable. The un...marketable? You got it. Studio Ghibli, that legendary animation studio known for its heartwarming films, has side-stepped the Hollywood playbook by not promoting their film – not even a whisper of a plot minus the published official summary! It's a move that left fans baffled, intrigued, and – let's face it – utterly hooked.

Fans across the internet went into full-on detective mode. "No trailer? No problem!", declared @GhibliGoddess1 on Twitter, "Ghibli could release a silent movie about a rock and I'd still watch it." Others, like @TotoroFanatic, appreciated the effort to keep the film spoiler-free, commenting "Knowing nothing means everything is a surprise, which is the best part!"

However, the studio's bold move raised eyebrows (and quickened pulses) in the movie business. A complete blackout on promotion? No merchandising? That's practically heresy over here in Hollywood! Yet, our beloved Studio Ghibli was undeterred. They stuck to their guns, and in an age where spoiling a movie is as easy as a quick hashtag, this feels like an adrenaline shot of pure integrity right to the heart of cinema.

True to the spirit of Ghibli's classics, there's a heartwarming message behind this seemingly daring decision. Their producer candidly shared that the intent was to present audiences with a pure, unspoiled viewing experience. They didn't want fans to approach the film with any preconceived notions. Basically, they've done the equivalent of gifting us a beautiful, unopened present and trusting us to savor the anticipation.

Hayao Miyazaki's last movie could have made a lot from merchandise, too, but Studio Ghibli chose not to. There won't be any collectible cinema programs: the studio has taken a pass on that potential payday, too. Instead, they've prioritized an unspoiled viewing experience over merchandising profits.

How Do You Live? tells the story of a teenage boy who enters a magical world with a talking heron after discovering an abandoned tower in his new town. The movie premiered in cinemas in Japan on July 14th, 2023.