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 Rosso
Miyazaki created this character
with prototype of himself. A mid-
aged man enjoys flying and
adventure.
Miyazakis film
http://www.youtube.com/watch?v=8pzazvuP
K20&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=_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 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/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-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