Except for a poster unveiled last December (below), there will be no other promotional material before the theatrical release of How Do You Live? next July 14 (in Japan), not even a teaser, nor an image of the film.
“It may be time for a change”
A daring bet for the next film by Ghibli, the legendary Japanese studio (Spirited Away, Kiki's Delivery Service, etc.), which is certainly counting on its reputation to attract the public, and it may well work. “In the past, we had to keep Ghibli alive, explains producer Toshio Suzuki to Bungei Shunji magazine, and we wanted as many people as possible to come and watch our films. But after trying many things, we've come to a point where I think maybe it's time for a change »
“Everyone is overwhelmed with information these days. Sometimes people go to see a movie just to check the information they already know (from what was revealed during the promotion). It gives consumers too much, it's as if they were deprived of what really gives pleasure”.
A single image of How Do You Live? or minimalist promotion
Apparently, it was the quality of the illustration below that convinced Hayao Miyazaki - founder of Ghibli - to skip the promotion phase, the image being enough to arouse curiosity.