Upload
others
View
6
Download
0
Embed Size (px)
Citation preview
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
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 mid-aged man enjoys flying and adventure.
Miyazaki’s film
• http://www.youtube.com/watch?v=8pzazvuPK20&list=HL1360522649
Elements in Miyazaki’s 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
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 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