Acclaimed anime director Hayao Miyazaki’s latest film, The Boy And The Heron (aka How Do You Live?), hit Japanese theatres on Friday, July 14 with no advance publicity apart from a title and a poster.
The move was a deliberate ploy by Studio Ghibli head Toshio Suzuki to encourage audiences to see Miyazaki’s first film in a decade without preconceptions. “A poster and a title – that’s all we got when we were children.
I enjoyed trying to imagine what a movie was about, and I wanted to bring that feeling back,” Suzuki told Japanese broadcaster NHK.
ComScore reported a $13.2M opening weekend for the film, distributed by Toho, with IMAX saying it set a new three-day opening record with $1.7M from 44 screens.
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