The new film of the master of animation Hayao Miyazaki, “The Boy and the Heron”has set box office records in Japan despite not being preceded by a commercial.

The film, with original title “How Do You Live?” in Japanese, it was created for Studio Ghibli, the world-renowned animation studio co-founded by Hayao Miyazaki.

Ahead of the film’s release last week, a poster was released while plot details were kept under wraps. To date, no trailer has been released for the film, which THR reports has been grossing 1.83 billion yen ($13 million) from last Friday to Sunday.

Commenting on the decision to skip traditional pre-release hype for the film, Studio Ghibli producer Toshio Suzuki told Japanese magazine Bungei Shunji that the company wanted to “do something different.”

“Over the years, Ghibli has wanted people to come and see the movies we’ve made. So we thought and did a lot of different things to that end, but this time we said, ‘Hey, we don’t have to do that,'” he stressed.

“Repeating the same thing we’ve done in the past, over and over again, we get tired. So we wanted to do something different,” he explained.

The Japanese box office often characterized as slow-paced compared to the US market with films continuing to perform consistently and even become popular months after their initial release.