Studio Ghibli director Hayao Miyazaki's latest film, "The Boy and the Heron" was a blockbuster hit without using conventional advertising strategies, suggesting the possibility of new advertising techniques in the entertainment industry. The film grossed 2.14 billion yen and drew 1.35 million viewers in its first four days, surpassing the initial box office revenues of Miyazaki's previous films "The Wind Rises" and "Spirited Away.”

The film did not have preview screenings, and did not use street advertisements, TV and Internet ads, or a website. However, due to the buzz surrounding Miyazaki's first new film in 10 years, it attracted media attention and developed a huge amount of buzz — especially on SNS. This phenomenon is common with examples of other companies that have grown without relying on advertising, such as Tesla and Snow Peak. These successful examples have built trust with their customers through innovative products and services and a strong brand image.

The rise of social networking services has greatly accelerated the speed of information diffusion by word of mouth, and this has been effective even for content where time is important, such as in the movie industry. The success of "The Boy and the Heron" is an opportunity to rethink advertising strategies, and marketers may want to consider approaches that differ from traditional methods.

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Source : https://www.itmedia.co.jp/business/articles/2307/20/news050.html

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