If you want to see Hayao Miyazaki’s latest masterpiece in English before the masses, you’ll just need a plane ticket and a few hundred dollars.
“The Boy and the Heron,” which premiered in Japan on July 14, is about a boy who goes on a fantastical quest to find his missing stepmother and meets a talking heron on the way. Widely believed to be the acclaimed animator’s last feature film, the movie will make its international debut on the opening night of the Toronto International Film Festival on Sept. 7.
At time of writing, pairs of tickets are reselling for a minimum of 248.71 Canadian dollars (about ¥27,000) and as much as CA$416.50 (¥45,000). The festival officially sells tickets for individual films in the range of CA$26 to CA$88, but resales are hitting exorbitantly high prices. (What is likely the doings of scalpers is not exclusive to “The Boy and the Heron”: One ticket for the Bollywood sex comedy “Thank You for Coming” is selling for CA$238 at the time of writing, and a pair of tickets for “Sly,” a documentary about Sylvester Stallone, is selling for CA$286.)
Studio Ghibli took a risky marketing approach and did next to no publicity ahead of the film's Japanese premiere, keeping details about the plot and cast under wraps. There was also no trailer, just a single image serving as the movie poster. “The Boy and the Heron” broke domestic box-office records for the studio with an opening weekend of ¥2.14 billion in its first four days, but its total sales have fallen behind other Miyazaki films, such as 2013’s “The Wind Rises,” in the weeks since.
The studio is apparently not using the same tactic for its international releases and indeed seems to be taking extra steps to feed film hype: On Sept. 2, Gkids Films, the studio’s North American distributor, released what can only be described as a pre-pre-trailer: lines of text in English on a black background, with no images or dialogue, a video that simply announces there will be a teaser trailer released on Sept. 6.
“The Boy and the Heron” is scheduled to screen at San Sebastian Festival in Spain on Sept. 22; New York Film Festival on Oct. 1; and BFI London Film Festival on Oct. 8. Wider release dates have not been announced, but over the summer Gkids Films said it expects a North American theatrical release later in the year.
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