Marketing and Japanese release The promotional strategy was spearheaded by Suzuki, who by 1997 had already developed relationships within the media industry while promoting previous Studio Ghibli releases. Napier noted that the marketing put the film under the Studio Ghibli brand for the first time– as opposed to previous works that were labeled primarily as Miyazaki films– which she felt reflected Suzuki's rising position as the studio's main producer. According to Suzuki, three important elements of the campaign were the repeated use of a recognizable title logo, key imagery from the film, and a tagline. The tagline underwent several iterations before, with Suzuki's input, the final phrase was chosen: "Live." Suzuki also changed the title from the original intention of
The Legend of Ashitaka without Miyazaki's initial approval, as he found it less interesting. The budget allotted for the film's promotion was at least , even higher than the production budget, making it the largest film advertisement campaign in Japan at the time. Yoshioka argued that it was essential for
Princess Mononoke to be a commercial success to make up for the large production budget, and the scale of its campaign was significantly expanded from previous films' as a result. Several types of merchandise, such as
stuffed and copies of San's mask, were sold. A number of preview screenings were organized before the release to advertise the film by
word of mouth; 130 of them were originally scheduled, and 70 were ultimately held, a number that the film scholar
Seiji Kanō still found "astonishing". Miyazaki's previous film,
Porco Rosso, had had only 23 screenings by comparison. After
Walt Disney Studios and Studio Ghibli's then–parent company,
Tokuma Shoten, secured their distribution deal in 1997, the film would be the first among Miyazaki's works to receive a worldwide release. While the arrangement did extend the studio's reach to new regions, the announcement was made primarily to attract local audiences. Miyazaki also hinted at his retirement following the film's release, further piquing audience interest. The film was marketed as a split between an
anime and an
art house film, avoiding advertising in the mainstream ahead of its release. Denison felt that this choice was indicative of the studio's initial lack of confidence in the film's commercial viability and their perception of its financial riskiness. , the president of Tokuma Shoten who frequently worked with Miyazaki, said in an interview before the release that it would be a "huge success" just to make back the investments that had been put into the film. Denison argued, however, that the marketing campaign's scale revealed the studio's ultimate aim to achieve a commercial success; she interpreted this approach as a "local equivalent of the 'calculated'
blockbuster film."
Princess Mononoke was presented by Tokuma Shoten,
Nippon Television, and
Dentsu, and released by
Toho in Japan on July 12, 1997. It was the subject of immense public anticipation, and it was screened at 260 of the country's 1800 cinemas, many of which reported audiences queueing to purchase tickets in previously unseen numbers. Tokuma Shoten's specialist magazine
Animage, which had been closely associated with Studio Ghibli since the 1980s, released special issues on the film, as did several other publications. Newspapers began to refer to the film's release as the "
Mononoke phenomenon", as by the end of its first week, the film had brought in over a million viewers and earned at the box office. Advertising for the film labeled it a blockbuster (), and it increasingly competed with many high-profile films in the Japanese market, including Hollywood imports such as
The Lost World: Jurassic Park(1997). By November, it had surpassed in
distribution rental sales, breaking the national record previously held by
E.T. the Extra-Terrestrial(1982). During that period, 12million people, a tenth of Japan's population at the time, saw the film in theaters. A year after the film's release, it had attracted over 14.2million viewers and earned in gross revenue, making it the all-time
highest-grossing film in the country.
English dub and American release (pictured in 2007), who wrote the English script As part of the Disney–Tokuma deal, the film was handed over to
Miramax Films, a Disney subsidiary at the time, to dub and distribute in the United States and other regions. The dub was directed by
Jack Fletcher, who had previously worked on the dubs of other Studio Ghibli films such as ''Kiki's Delivery Service'', and its script was written by the fantasy author
Neil Gaiman, who was an unusual choice for anime localizations at the time, according to Denison. Gaiman claimed that
Harvey Weinstein, who was the head of Miramax at the time, initially offered the role to the film director
Quentin Tarantino, who had then recommended Gaiman instead. Gaiman had intended to decline the offer before being impressed by a scene in which a stone wets in the falling rain, saying, "I have never seen anything like this. This is real filmmaking."
Steve Alpert, an executive at Studio Ghibli, assisted with the translation. Denison wrote that Miramax's approach to the dub "might be termed a project of indigenization" with an intent to form a new identity for the film outside of Japan. The language scholar JenniferE. Nicholson wrote that the English dub's changes more closely approach an adaptation than a translation. Cultural differences between the United States and Japan, amplified by the film's discussion of specifically Japanese elements, resulted in a script that co-mingled the two languages and cultures. Gaiman inserted dialog for off-screen characters elucidating cultural concepts considered obscure for American audiences. Humor in particular demanded significant alterations; Gaiman approached the issue by searching for an "emotional equivalent" for the lines instead of considering the reason the originals were humorous. However, the title and dialog retained the Japanese word , which Nicholson argued could create the misconception that San's name is "Princess Mononoke", as well as downplaying the Japanese linguistic implications of the name
San. Gaiman later recalled that although he oversaw the writing process, some script alterations were made without his knowledge. Several of the changes removed terms that identified the setting, such as substituting with
wine and removing mentions of Japan and China. Nicholson found these decisions indicative of Miramax's intent to strip the film of its cultural context and divorce it from history entirely. Gaiman also recalled his drafts receiving contradictory corrections from both Miramax and Studio Ghibli, to which he responded by writing two sets of revisions and asking them to "go fight it out amongst [themselves]." The film featured a variety of celebrity voice actors who had developed followings in both traditional acting and voice acting roles. Denison wrote that various American and British accents were chosen to further remove elements of Japanese culture and color the film with "the 'American' voice that narrates it." The English-language release was marketed primarily as an art house film, and the media scholar Emma Pett felt that choosing the Miramax label rather than the family film–oriented Buena Vista label helped target the film towards a "middlebrow, culturally sophisticated audience" outside the mainstream. By this time, Weinstein had developed a reputation for importing and cutting international films to appeal to domestic audiences. However, among the terms of the distribution deal were that Studio Ghibli would approve and have ultimate control of the translation and that the film would not have any time cut. Weinstein attempted to convince Miyazaki and Suzuki otherwise but was unsuccessful. Gaiman said that Miramax rolled back the planned marketing campaign and opened the film in a very limited number of screens. The English dub was first screened at the
48th Berlin International Film Festival on February 11, 1998, and premiered at the
Avery Fisher Hall in New York City on September 26, 1999. It underperformed at the American box office, earning only .
Home media and other releases The film was released on
VHS in Japan by
Buena Vista Home Entertainment in 1997 and on
LaserDisc by Tokuma Shoten in 1998. Several related books have been published, including a manga series derived from the film's cels, art books with early sketches and storyboards, and
reference works written by various academics. The English dub was released theatrically in Japan on April 29, 2000, with Japanese-language subtitles. A documentary titled
Mononoke-hime in U.S.A. was released concurrently. These and other screenings internationally brought the English dub's total earnings to at the time. The film has also been released on home media in various European and Asian regions. The DVD release in North America was not initially set to include the Japanese audio track. Online petitions were opened to retain it, and the planned August 2000 release was consequently delayed. Miramax released the DVD on December 19, 2000, featuring the original Japanese audio, the English dub audio, and extras including a trailer and a documentary.
Nikkei Business reported that 4.4million
DVD units were sold in Japan .
Walt Disney Studios Home Entertainment released the film on
Blu-ray in 2014, and it was included in a collection of Miyazaki's films in 2015.
GKIDS re-issued it on DVD and Blu-ray in 2017. , the film has grossed from Blu-ray sales in the United States. It has since received multiple worldwide theatrical re-releases, including at the annual
Studio Ghibli Fest organized by GKIDS. GKIDS released the film in
IMAX theaters in March 2025, featuring a remastered version in
4K resolution. , the vice president of Studio Ghibli, said that the original
negatives had been preserved and rescanned in 4K over 10 years prior. The remaster grossed at the North American box office, bringing the film's cumulative worldwide total to . == Music ==