The founder of Studio Ghibli, Toshio Suzuki, explains why the company did not seek growth

 In an interview with Yahoo! News, published on April 5, the former producer of Ghibli and co-founder of the study, Toshio Suzuki, gave his opinion on marketing and current trends in the industry, and explained why Ghibli has not sought perpetual growth. "I do not know if Ghibli's financial accounts are open to the public, but when you line up every year and look at the numbers, they are everywhere. Just when you think the studio took a big break a year, next year it will reach a tenth of that number. In companies these days, everyone thinks: 'We are going to aspire to a growth of 10% for next year'. I can not think like that. Why is it that you must have growth? "Suzuki declared.

 This is not an original way of thinking, says Suzuki. When he first joined the Tokuma Shoten publishing house in 1972, not even the president of the company knew what annual sales were. "When I joined Ghibli, the first thing I thought was: 'We should not make the company big'. When a business gets big, things get tedious

 "At present, it is common sense to make money with products, DVDs and online broadcasts, but fundamentally, I want to earn money to make movies, but only through the same films. In that way, other things are not necessary. "
Suzuki revealed that he is often asked why Ghibli movies are not distributed on Netflix and other streaming sites. "I do not want to do it because the films would be treated as cheap products," he said.

 Ghibli was also against marketing. Suzuki explained that the first Tonari no Totoro dolls only came two years after his debut in the film. The doll maker Sun Arrow produced samples of such high quality that even Miyazaki, who was totally against the commercialization of his films, had to recognize his craftsmanship

"With respect to the merchandise, we resolved not to earn more than 10 billion yen. If we surpassed that amount, we would gather all the associated companies and reprimand the person in charge in front of the whole group. Really. Once, everyone thought about getting more success, saying: 'You have to sell more'. Someone from a particular company even said: 'We could increase sales to 200 billion yen just for ourselves'. It is not a joke. If they did, then the characters of Ghibli would die instantly. I want the Ghibli characters to have a long life.

 "A few years ago, I stopped attending meetings. They started earning more than 10 billion yen, and they kept it a secret for me. I got very angry about that. It's not good to make the company big. Everyone started doing their own things. It really is not a joke. " Suzuki shared his belief that there are two important things in advertising: not being limited by the system, and freely expressing oneself. "When you have these two things, you can do something convincing. It's the same with movies. "

 In a Bungeishunjū interview in 2002, Suzuki revealed that Disney and Warner Bros. had approached Ghibli with the idea of ​​an association following the release of the film Sen to Chihiro no Kamikakushi, and that Ghibli had rejected the offer.
Studio Ghibli is recognized by films such as:
Tenkuu no Shiro Laputa (August 1986).
Majo no Takkyuubin (July 1989).
Umi ga Kikoeru (May 1993).
Mimi wo Sumaseba (July 1995).
Howl no Ugoku Shiro (November 2004),
Kaze Tachinu (July 2013), among others.