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

Research Pre

production Production

Post production

Promotion

creativity

experience

Feedback from

previous clients

Story script

Proposal Character

setting

Scene setting

Story

Shading

Animation mixer

Modeling

optimization

Sound

Edit

Music

Release

Marketing

MIYAZAKIS PHOSOLIPHY

Prototype of Character

Sosuke Ponyo Sosuke looks exactly like Miyazakis son at the age of 5. And Sosukes father is a sailor, always busy overseas, spend less time home as Miyazaki.

Porco Rosso Porco RossoMiyazaki created this character with prototype of himself. A mid-aged man enjoys flying and adventure.

Miyazakis film

http://www.youtube.com/watch?v=8pzazvuPK20&list=HL1360522649

http://www.youtube.com/watch?v=8pzazvuPK20&list=HL1360522649http://www.youtube.com/watch?v=8pzazvuPK20&list=HL1360522649http://www.youtube.com/watch?v=8pzazvuPK20&list=HL1360522649

Elements in Miyazakis film Environment

Protection

Family

Feminism

Romance

Friendship

Peace & Anti-war

Contemporary societal issues

SPIRITED AWAY

The story

http://www.youtube.com/watch?v=_jGXcSBcvQQ&list=HL1360522649&feature=mh_lolz

http://www.youtube.com/watch?v=_jGXcSBcvQQ&list=HL1360522649&feature=mh_lolzhttp://www.youtube.com/watch?v=_jGXcSBcvQQ&list=HL1360522649&feature=mh_lolzhttp://www.youtube.com/watch?v=_jGXcSBcvQQ&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 protagonists ten-years-old daughters friend, who visited their summer house.

Yubaba A friend of Miyazaki whose job is to deal with non-performing 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 hand-drawn 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/GCSE/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-emerging-presence-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

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