The Studio of Ghibli

The Studio of Ghibli and Spirited Away Yu-Chun Liu Shin-Yun Pai Danila Calabrese Gerard Ong Chi-Yeh Wu

INTRODUCTION OF STUDIO GHIBLI

Studio Ghibli • Studio Ghibli, Inc. is a Japanese animation film studio founded in 1985. • The name “Ghibli” is based on the Arabic name for the sirocco, or Mediterranean wind, the idea being the studio would "blow a new wind through the Japanese anime industry“ • Best known for its anime feature films. The studio has also produced several short films and television commercials.

Best Partners of Ghibli

Miyazaki Hayao Creator/Director

Suzuki Toshio Manager/Producer

Animation Industry Pre production

Research

Production

Post production

Promotion

creativity

experience Feedback from previous clients

Story script

Proposal

Modeling

Music

Shading

Sound

Animation mixer

Edit

Story Marketing

Character setting Scene setting

optimization

Release

MIYAZAKI’S PHOSOLIPHY

Prototype of Character Sosuke 《Ponyo》 Sosuke looks exactly like Miyazaki’s son at the age of 5. And Sosuke’s father is a sailor, always busy overseas, spend less time home as Miyazaki.

Porco Rosso 《Porco Rosso》 Miyazaki created this character with prototype of himself. A midaged man enjoys flying and adventure.

Miyazaki’s film • http://www.youtube.com/watch?v=8pzazvuP K20&list=HL1360522649

Elements in Miyazaki’s film Environment Protection Peace & Anti-war

Family

Contemporary societal issues Friendship

Feminism

Romance

SPIRITED AWAY

The story • http://www.youtube.com/watch?v=_jGXcSBcv QQ&list=HL1360522649&feature=mh_lolz

Symbols of Story & Roles • Bathhouse is a symbol of the real society which is full of jealousy and ostracize.

Symbols of Story & Roles • River God is the symbol of nature pollution made by human. He is purified by Sen, just as the pollution made by human have to be solved by human ourselves.

Direct experience Chihiro Is based on the protagonist’s ten-years-old daughter’s friend, who visited their summer house.

Yubaba A friend of Miyazaki whose job is to deal with nonperforming loans in a bank

Scenes in Jiufen

Scenes in Jiufen

Scenes in Jiufen

Modern Japanese Society • Ambiguous and hard to differentiate likes and dislikes. • Being closed, protected, and remote from each other. Excessively indulge in their own world, and almost be a “Big -Ego” person. • Utterance is already not trusted by people.

AUDIENCE MANAGEMENT

Audience • Main target group: children and adolescents • Secondary audience: family members • Focused on Japanese market

Expectations and takeaways • Light-hearted cartoons for entertainment and teaching of values • Various genres of anime • Inner strength and character • Environmental pollution

Mission Statement This is the kind of museum I don't want to make! A pretentious museum An arrogant museum A museum that treats its contents as if they were more important than people A museum that displays uninteresting works as if they were significant

Key stakeholders & Customer groups Filmgoers and anime fans

TV broadcasting channels

Film developers and theatres

Manga artists

Value offerings & Services provided • Artistic content

• Professional handdrawn animations • Touching stories that impart values to the watcher

Resources and facilitating processes • Partnership with industry distributors • Permission for subbing or dubbing • Marketing and merchandising rights

Marketing activities • Promotional materials – posters, trailers, premiers, mascots, press releases

• Merchandising characters as toy figurines • Maintaining a fan website

• Advertisements in art houses, manga conventions, anime channels

Case Study: release in the US • Disappointing gross of US$10 million • Disney-Tokuma deal

• Absence of merchandising rights • Limited efforts in marketing & distribution

Challenges • Lack of successors – Retiring of Miyazaki

• Distributors in other countries – DVD versus Theater

• Target market: Japan – The background of the story

References • • • • • • • • • •

Jen-feng Lee(2006).Best partners of Ghibli-Miyazaki Hayao and Suzuki Toshio.Chinatimes Hsoao-chuan Lin(2008).Ponyo-Miyazaki's new production.The Libertytimes Wikipedia "Ghibli" http://en.wikipedia.org/wiki/Studio_Ghibli Wikipedia "Hayao Miyazaki" http://en.wikipedia.org/wiki/Hayao_Miyazaki Wikipedia "Spirited Away" http://en.wikipedia.org/wiki/Spirited_Away#Release Pearson School and FE Colleges "Case study: Spirited Away" http://www.pearsonschoolsandfecolleges.co.uk/FEAndVocational/CreativeandMedia/G CSE/GCSEFilmStudiesforWJEC/Resources/CaseStudies/Spirited_Away.pdf Andy Henderson(2010) "Spirited Away and Anime in the American Cinema Market" http://postbubbleculture.blogs.wm.edu/2010/04/20/spirited-away-and-the-emergingpresence-of-anime-in-the-american-market/ TokyoTopia "Studio Ghibli" http://www.tokyotopia.com/studio-ghibli.html Brian Eggert(2001). Spirited away. http://www.deepfocusreview.com/reviews/spiritedaway.asp http://www.corneredangel.com/amwess/papers/fandom_agent.html