Hayao Miyazaki’s (82) first new film in 10 years, “How Do You Live?”, was released on July 14, 2012, and its one-month box-office revenue exceeded 6.2 billion yen.
The only publicity for this film prior to its release was a poster. There were no theatrical trailers, newspaper advertisements, TV spots, or any other advance promotional activities.
The pamphlet went on sale on August 11, the month after the film’s release, which is an unusual occurrence. The pamphlet contained no interviews, commentary, or contributions, but only a brief description of the film, a “Feature Film Planning Memorandum,” the lyrics to the theme song “Chikyugi” sung by Genshi Yonezu, and staff credits.
The rest of the pamphlet is taken up by cuts from the film. This strange pamphlet has also caused a number of fans to be immensely impressed. Producer Toshio Suzuki, 75, commented on the situation,
It is obvious that there is too much information in today’s world. It is as if people go to see a movie to check the information in advance.
I want the audience to watch the film with an open mind.
I want the audience to watch the film with a clean slate.
The cut in advertising costs will be added to the production cost. This may be the reason why we were able to gather a splendid cast of voice actors for this film. Promotion, however, relies on word of mouth and SNS.
For producer Suzuki, who has been putting a lot of effort into promotion, this was truly a once-in-a-generation gamble. Director Miyazaki is also watching the box-office revenue, saying, “We’ll see if Mr. Suzuki’s gamble pays off or not.
This is an autobiographical fantasy film that borrows the title from the novel of the same title written by Yoshino Genzaburo, which was given to Miyazaki by his mother when he was a boy, and is based on his own childhood, which he has never depicted before. Why did Miyazaki, who held a grand retirement press conference 10 years ago, decide to work on this film in the first place?
Actually, it was on July 1, 2004, when I confided in P. Suzuki, “I know it’s embarrassing. I know it’s not very good,’ I said to Suzuki P., ‘How about the next film, ‘How About You and Your Friends Living? He then asked if he could make the next film, “How about ‘How Do You Live?'” Suzuki P. declined the offer, saying, “Has there been even one interesting film by a famous director of the past that you have said, ‘This is my last?
He said, “I was going to complete the film in three years, but due to his advanced age, it took seven years before it was released to the public this year.
However, during these three years, the world was hit by the unprecedented COVID-19 crisis, and last year the war in Ukraine broke out.
Last year, the war in Ukraine broke out.
It is undeniable that one of the reasons for the film’s strong start was that the atmosphere of the times was getting closer to Miyazaki’s question, “Is it possible that the world is being shaken by wars and catastrophes?
On the 18th, the cast of voice actors was revealed, and Masaki Suda, who plays the role of the heron who leads the main character, Masato (Satoma Yamatoki), to a deeper world, where he is both a blue heron and a human, received a flood of praise on social networking sites.
Sugata’s name started trending on X (formerly Twitter). The casting of Aimyon as Himi, the girl who controls fire, and Karen Takizawa as Walla Walla, the symbol of life and death, has also been a source of surprise.
Aimyon, a Ghibli fan, appeared on the radio program “Ghibli Sweat Mare” (TOKYO FM), on which Suzuki P. serves as a personality. Aimyon’s music attracted Suzuki P, who used the lyrics of Aimyon’s “00-chan” (“What’s wrong with me?”) in the poster copy for Goro Miyazaki’s “Arya and the Witch. The two respect each other.
Karen Takizawa is also a big Ghibli fan. In her own book, “Setsugetsu,” released in July, Suzuki P says that she became a fan because she was fascinated by Takizawa’s way of “saying what came into her mind as it came into her mouth.
Hayao Miyazaki’s biggest hit is “Spirited Away,” which is now being adapted for the stage. The box office for the first four days of the film’s release is showing a better start than that of “Spirited Away. Hayao Miyazaki’s passion for animated films has not faded.
Miyazaki: “What do you think the word ‘kuzoku’ means?
Suzuki “What is it?
Miyazaki: “The “kokoku” means to live.
Is he trying to say that living and continuing to make animation films is the “vexation that confuses him”?
Ten years have passed since his “retirement press conference. Hayao Miyazaki will continue to make films as long as he lives.
Writer： Ukon Shima (Broadcaster and video producer)
He is involved in program production in a wide range of genres, including variety, news, and sports programs. He has also planned and published numerous books on female TV announcers, idols, and the TV industry. While working on documentary programs, he became interested in history and recently published "Ieyasu was dead in Sekigahara" (Takeshobo Shinsho). She is also publishing the e-book series "Ibun Chakurezuregusa.