Background and Trivia |
- Toho announced the movie on December 13, 2022, with a theatrical release date of July 14th, 2023. Producer Toshio Suzuki opted to forgo a traditional marketing campaign leading up to that release date, though. In fact, in Japan, no trailers or promotion stills for the film were released. By July 14th, the only promo material was a single poster that used concept art of the Grey Heron. Suzuki stated this was due to the modern tendency for movies to reveal too much in their marketing, stating: "There's an American movie... coming out this summer around the same time. They've made three trailers for it, and released them one at a time. If you watch all three, you know everything that's going to happen in that movie. So how do moviegoers feel about that? There must be people, who, after watching all the trailers, don't want to actually go see the movie. So, I wanted to do the opposite of that." He went on to elaborate what he meant, stating: "Let's go with just this one poster for the marketing. So, no trailers or TV commercials at all … No newspaper ads either. Deep down, I think this is what moviegoers latently desire." Noted on the Hollywood Reporter.
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