Image source: Screenshot of "Tongchi"
took 3 years and cost 34 billion yen. Ghibli Park officially opened on November 1st, and Miyazaki Hayao personally hand-drawn congratulations to send blessings.
For Hayao Miyazaki fans, this is undoubtedly a surprise good news - the scenes and details of classic works such as "Spirited Away" and "Tongkat", and Ghibli Animation, which almost all staff dispatched, Hayao Miyazaki personally supervised the design of the five major parks, and has attracted much attention since its construction.
Studio Ghibli is coordinated by Hayao Miyazaki and his colleagues. "Ghibli" is . Hayao Miyazaki personally named , which means seasonal hot wind on Sahara Desert . In the documentary "The World of Dreams and Fantasy", Hayao Miyazaki mentioned that "Ghibli" was taken casually from the name of an airplane.
Image source: Screenshot of Studio Ghibli official website
For Studio Ghibli, what people are most familiar with are undoubtedly classic animation works, but in recent years, the studio has also been constantly involved in other fields, building art galleries, launching official stores to sell peripherals, and authorizing other companies to produce related clothing and other products. The business continues to expand. Ghibli is no longer just an animation studio.
Now, as the theme park opens, Hayao Miyazaki's latest work has also been confirmed to be launched in 2023, which has also added support to Ghibli's diversified development.
The first theme park cost 34 billion yen
The sea train in "Spirited Away", the studio of Yumoba , the home of Xiaoyue and Xiaomei in "Tongcats", and the Totoro who is taller than others... The classic scenes in the animation will reappear with the official opening of Ghibli theme park on November 1.
Image source: Screenshot of "Spirited Away"
The Ghibli theme park opened this time is located in the Expo Park in Aichi Prefecture, Nagoya, Japan, covering an area of 7.1 hectares, and has five parks: "Ghibli Warehouse", "Hill of Youth", "Tongkat Forest", "Ghost Town", and "Witch Valley". Public information shows that the theme park has completed the first phase of construction and has opened three parks of about 3.4 hectares. The two parks of "Ghost Town" and "Witch Valley" will be opened to the public after the second phase of the theme parks are completed next year.
Currently, the operation of Ghibli Theme Park chooses to enter the area, and does not sell tickets for 3 areas. Among them, the ticket price for "Ghibli's Large Warehouse" is 2,000 yen for adults, and the ticket price for holidays is 2,500 yen; the ticket price for adults in the two parks "Hill of Youth" and "Tongkat Forest" is 1,000 yen respectively. For children, the ticket price for 4-primary students is half the price for adults and free for under 3 years old.
Image source: Studio Ghibli official website screenshot
As Studio Ghibli's first theme park in the world, the project has received increasing attention since the construction plan announced in 2017, and the investment is not a decimal. According to media reports, the project cost 34 billion yen, and the Aichi Prefecture Government invested 19.3 billion yen in infrastructure construction and 50 million yen in publicity of tourist attractions and local specialties in the prefecture. But there are also predictions that after all the five theme parks are opened to the public, they are expected to attract 1.8 million tourists every year, and the economic benefits brought by this can reach 48 billion yen.
3Tested the waters of NFT's trading volume in two months has exceeded 200 million yen
As we all know, Studio Ghibli "slow work and meticulous work". can take more than a year for just a 4-second clip. It is not uncommon for a work to take several years. Although this brings quality assurance, the cost pressure is self-evident. The annual personnel fee can reach 2 billion yen. Industry insiders once revealed that about half of Studio Ghibli's works are lost.
In order to make up for the operating pressure, in recent years, Studio Ghibli has blossomed more and more in commercial operations, including the hot NFT, and a series of classic works such as "Tongpie", " Sky City ", " Ghost Princess " have all been produced as related products and are launched online on platforms such as Lezo. According to media reports, the original line drawing of Totoro Bus, which is just a "Tong Kongo", was hyped up to 27.5 million yen, and less than two months after the relevant NFT products were launched, the transaction amount exceeded 200 million yen.
Image source: "City of the Sky" screenshot
Previously, the "Mihawk Mori Ghibli Art Museum" designed by Hayao Miyazaki and invested about 5 billion yen was opened to the public in October 2001. It has held many exhibitions such as the "Sky Hidden Girls Exhibition" and "City of the Sky and Fantasy Science Machinery Exhibition" to attract visitors who are famous.
In addition, Studio Ghibli also simultaneously layouts the official store online and offline. A Beijing Business Daily reporter found on the official website of Donguri, a studio Ghibli animated film boutique store, that the 2023 calendar with the themes of "Tongpie", " Witch's House ", "Sky City" and "Spirited Away" has begun to be released, and various daily necessities such as tableware, dolls, storage bags, piggy bank are being sold.
Image source: Screenshot of "Tongpo"
Among the many peripherals, "Tongpo" is regarded as the work that can make money for Ghibli, and various peripheral products are endless. But what many people don't know is that the first to make the Totoro doll was not to increase box office revenue, but rather an unexpected gain. Public information shows that "Tongkat" had been released for two years at that time, and a doll manufacturer took the initiative to find Studio Ghibli, saying that " is the character that should be made into a doll ". After active contact, the Toongkat doll was made and became popular.
originated from animation but not stop at animation
Time went back to 1985. With the publishing house Tokuma Bookstore as the center, Miyazaki Hayao, Isao Takahata , Suzuki Toshio and others were officially established, and mainly produced theatrical animations directed by Hayao Miyazaki and Isao Takahata.
Image source: "Hal's Mobile Castle" screenshot
At that time, there were extremely rare cases like Ghibli who focused on producing original theatrical animations. The reason was that each work had an unguaranteed box office risk, so most companies chose to produce relatively more stable TV animation series. But for the founder of Ghibli, TV animation cannot achieve its goals in terms of details and quality, so he runs the studio with the idea of continuing to operate a work that succeeds and ends when it fails. And to reduce risks, Ghibli did not hire employees at that time, but created a work to gather 70 staff members, and the team was disbanded after the work was completed.
In 1988, "The Totoro" and "HTML " were released in the same year. One won all domestic film awards in Japan that year, and the other was praised by the intersection. made Ghibli famous. "The Witch's House" released in 1989 attracted 2.64 million people to watch the movie, becoming the most popular movie work in Japan that year.
Image source: "Hal's Mobile Castle" screenshot
In order to ensure the treatment of staff and cultivate new people, Ghibli began to change his business model, included formal employees, and decided to build a new studio to retain talents. This undoubtedly increased the operating pressure again. How to make each work achieve a higher box office has become a problem that Ghibli must think about, and realize that publicity and other aspects should also pay more attention to it. In this regard, the studio not only chose to release most of its works in the summer to create an atmosphere of "the topic center that must be watched this summer", but the directors and producers will also personally take part in the work and carry out publicity activities in many places across the country. Gradually, Studio Ghibli has also been involved in a richer field, no longer limited to the studio's original work , nor is it limited to animation works. It is also involved in the field of production of commercial advertisements and planning exhibitions.
As of now, Studio Ghibli has released more than 20 animation series, "Spirited Away", "Hal's Mobile Castle ", "Ghost Princess", "Ponyo on the Cliff of " have all received more than 10 billion yen box office revenue so far, and the highest box office of a single film has exceeded 30 billion yen. However, the challenges faced by Studio Ghibli have not completely disappeared. Problems such as overly relying on Hayao Miyazaki and "slow work and meticulous work" have often delayed the completion period, and Ghibli was once rumored that it was difficult to maintain.
Nowadays, what more fans are looking forward to is that Studio Ghibli's new work, namely Hayao Miyazaki's last animated film " What kind of life do you want to live " revealed that it is expected to be released in 2023.
In the view of film critic Liu He, Studio Ghibli's classic works have established brand and market influence, and radiating the surrounding industries around content can also continue to bring revenue, but more importantly, the emergence of high-quality new works. This new film directed by Hayao Miyazaki has injected fresh blood into the work level, and the accumulation of content can further promote the development of diversified businesses.
Reporter丨Zheng Rui
Edit丨Wu Tiantian
Pictures丨Beijing Business Daily, animation "Har's Mobile Castle", "Spirited Away", "Tongkat" screenshot, Douban screenshot, Studio Ghibli official website screenshot
