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Studio Ghibli, the renowned Japanese animation studio who brought us precious titles including Kiki’s Delivery Service, Princess Mononoke and Spirited Away has just dropped a teaser trailer for their heavily-anticipated new film The Boy and the Heron.

While many of us are just stoked to see the preview in order to get the hype going before the official international release, many ‘true fans’ are opting out of watching the trailer. But not for reasons you may think.

While trailers and teasers are customary in film marketing, Studio Ghibli opted for an unconventional strategy for their Japan release of the new film, releasing just one poster for the movie and refraining from unveiling any trailers or footage.

This is a bold move considering the modern-day importance of marketing, but seems to have struck a chord for OG fans of the company’s work.

Despite the absence of traditional PR, the film broke a Studio Ghibli record at the Japanese box office, showcasing the success of this unique approach. The decision to keep the film shrouded in secrecy has created an air of mystery around the project, piquing curiosity among audiences.

Now the abstinent approach surrounding the release has become somewhat of a trend; fans in other countries are eager to replicate this novel viewing experience.

However, the early release in Japan has made it challenging for international audiences to avoid spoilers, so it’s been a game played on ‘hard mode’ by the rest of the world.

One fan expressed their commitment to the mystery of it all, saying, “Nope, not watching that ‘Boy and the Heron’ trailer. Not a damn frame until I’m in that theater.”

Another echoed this sentiment, explaining, “Not watching that new trailer of ‘The Boy and the Heron.’ I’m going full no exposure when I’m going to watch this in theaters!”

Many fans believe that refraining from viewing promo content aligns with Studio Ghibli’s intended viewing experience.

But while some so-called hardcore fans aim to adhere to this vision, Studio Ghibli has just shared a teaser trailer online. And you best believe that I’ve already run that sucker more than once!

Respect to the homies who have self-control, but seeing as though The Boy and the Heron marks the final film from the studio’s 82-year-old retiring director and animation guru, Hayao Miyazaki, I want to get every ounce of whimsical Japanese narrative that I can.

If you’re as hungry as me for the new flick, don’t worry, we won’t tell the die-hard fans. Here’s the teaser:

Surprisingly, Miyazaki himself expressed his doubts about the elusive Japan marketing tactics, devised by Studio Ghibli president Toshio Suzuki. At the opening of the Ghibli Exhibition at Warehouse Terrada, Miyazaki said, “I wonder if it’ll be okay without publicity. I am beginning to worry. I do believe in you, Mr. Suzuki. But I’m concerned, that’s all.”

Suzuki, on the other hand, was confident in the decision, stating that Studio Ghibli wanted to “do something different” and break away from traditional marketing strategies. He was clearly onto something, as this unconventional approach has proven that, in a rapid social media world, less sometimes IS more.

The Boy and the Heron, previously titled How Do You Live?, will have its UK premiere at the BFI London Film Festival in October and will be distributed worldwide by GKIDS, although an exact release date has yet to be announced.

If you checked out the teaser and it’s got your excitement brewing, prepare for the drop of the anticipated new film by brushing up on your Studio Ghibli steez on Netflix. After all, the streaming platform graciously added a stack of the company’s films to the site for a reason. They’re just that good.

[source:theindependent]