For the first time, a state-ordered film became a phenomenon of selling out tickets when it was released in theaters. “Dao, Pho and Piano” by director Phi Tien Son became a keyword on social networks in recent days and is the most sought-after film after Tran Thanh’s “Mai”. What makes this special attraction? And is this a golden opportunity for state-ordered films?
Suddenly "hot"
Director of the Department of Cinema Vi Kien Thanh shared: The two films "Dao, Pho and Piano" and "Hong Ha Nu Si" shown on the occasion of Tet Giap Thin are part of the pilot project to popularize films ordered by the State by the Ministry of Culture, Sports and Tourism. Although winning the Silver Lotus Award at the Vietnam Film Festival, the work "Hong Ha Nu Si" also fell into oblivion like many other films made from the state budget. This work was shown at the National Cinema Center on the occasion of Tet but not many audiences knew about it. Because it was a film ordered by the State, there was no budget for promotion and distribution, so the film was released very quietly, "without fanfare or drums". Even the film's trailer only appeared after more than 2 weeks of showing.
Director Phi Tien Son directs the actors.
The film was also shown only at the National Cinema Center and its revenue was fully paid into the budget. “Dao, Pho and Piano” was released in theaters with Tran Thanh’s “Mai”, but in the early days, it was completely overshadowed in terms of revenue by the heat of “Mai” and the name Tran Thanh. However, “Dao, Pho and Piano” became unexpectedly “hot” thanks to a TikToker who went to see the film and rated it, then received “support” from many film and showbiz groups on Facebook. The number of tickets booked increased suddenly. The center had to open more screenings, from 3 to 11, 15 and now 20. Mr. Vu Duc Tung, acting director of the center, called this an “unprecedented phenomenon”. Currently, those who want to see the film have to line up to buy tickets at the counter at the National Cinema Center.
“Peach, Pho and Piano” recreates the scene of Hanoi in the last days of the Hanoi battle in 1946. At that special moment, director Phi Tien Son depicts the beauty of the people of Hanoi . In the face of bullets and death, they still maintain the romantic and gallant spirit of the Hanoi people. The work features the participation of actors Tran Luc, Trung Hieu, Doan Quoc Dam, Tuan Hung, Nguyet Hang. Director Phi Tien Son once affirmed: “The film has no contradictions or conflicts, no one is a bad person, everyone is good to each other and all the characters in this film show the “quality” of the Hanoi people”.
Scene from the movie.
Thanks to word-of-mouth from audiences, mainly young people, and press promotion, the film's influence quickly spread to the point that the Cinema Department had to submit a request to the Ministry of Culture, Sports and Tourism for the film to be screened nationwide. Many sources have noted that this phenomenon is the first time it has happened in a state-owned film genre and reflects the audience's interest in Vietnamese historical films.
Mr. Vu Duc Tung commented that this phenomenon shows that if State films have trendy scripts and content that touches the audience's emotions, they are completely capable of being released in theaters. However, there are many concerns about the ability of State films to be released and stay in theaters. Some viewers even commented: "Dao, Pho and Piano" became a phenomenon, but other State films are not certain."
Barriers from the mechanism?
Even when the movie “Peach, Pho and Piano” became popular, the actual revenue of the movie was not worth much compared to the investment budget of more than 20 billion because the movie was only shown in limited numbers at the National Cinema Center. According to data from Box Office Vietnam – an independent statistical unit, as of February 21, “Peach, Pho and Piano” recorded a revenue of 1 billion VND. A number that is still modest compared to the current appeal of the movie.
Thuy Linh and Doan Quoc Dam in the movie.
The Department of Cinema has proposed to the Ministry of Culture, Sports and Tourism (MOCST) to widely release the film to meet viewers' needs. Deputy Minister of MOCST Ta Quang Dong said that the MOCST encourages units to participate in releasing the film "Dao, Pho and Piano" as well as state-ordered films and Vietnamese films in general.
But as of the afternoon of February 22, only two theater chains, Beta Cinemas and Cinestar, released “Peach, Pho and Piano” and returned 100% of the revenue to the State. Large theater chains such as CGV and BHD did not release the film because of the percentage sharing.
Mr. Vi Kien Thanh shared: “Currently, we do not have regulations on the percentage of distribution for film distributors and distributors. “Dao, Pho and Piano” is a 100% state-owned film while the film distributors are all private and have joint ventures with foreign countries, so when releasing it, they must receive a percentage of the revenue. The National Film Center is a state-owned enterprise, screening films to serve the audience, all revenue must be paid to the state budget. Widely distributing films requires a unified mechanism. Currently, we do not have regulations on the percentage for distribution units, it is not that the Ministry of Culture, Sports and Tourism does not want to widely distribute films.”
The movie is causing a sudden fever.
Director Nguyen Huu Tuan said: “That is a barrier in the mechanism that makes it very difficult for state films to access large theater complexes. And to find a legal door for state films, it is necessary to amend the mechanism.” That barrier has caused films produced under state orders for many years to be “stored away to finish the job.” If they are released in theaters, they are quietly shown and quietly withdrawn.
Many people are optimistic that the phenomenon of “Peach, Pho and Piano” is a golden opportunity for state-owned films to be released in theaters. That assessment is too subjective because remember, a few years ago, the film “Living with History” was also a state-owned film that was ordered to be released in theaters and failed to sell tickets. That time, a wave of “struggles” against state-owned films, which cost the budget money just to “keep in storage”. Currently, released together with “Peach, Pho and Piano”, the film “Hong Ha Nu Si” also has very modest revenue.
The fact that “Dao, Pho and Piano” was only shown at the National Cinema Center created a fever for tickets when only a few thousand tickets were sold. It is still too early to talk about the path of State-owned films to theaters. Because “Dao, Pho and Piano” is just a phenomenon, a welcome signal. State-owned films, with the old mindset of making films, the old way of making them, and the safety, are just phenomena.
The theater was packed with audiences during the screenings.
The question is, why is it that the film is having a good media effect but the Ministry and the Department do not find a way to untie the state-owned film so that the mechanism problems make the private theater systems not interested. Some people think that "Dao, Pho and Piano" is made with state funds, why is it not shown for free to the public? And if a commissioned film is stuck in the mechanism to be able to enter the big movie systems, why not consider the option of showing "Dao, Pho and Piano" on national television to reach millions of viewers.
According to screenwriter Trinh Thanh Nha, from this film, management agencies should consider a short-term cooperation method with private distributors in the spirit of mutual benefit. The fact that films are regulated to reach audiences will make filmmakers adjust their thinking, learn more, and be more open-minded to have films that exist for the audience.
The phenomenon of “Dao, Pho and Piano” and before that “Dat Rung Phuong Nam” shows that the demand for watching historical films of Vietnamese people is very large. The problem is whether we can make good films about this topic. And most importantly, we need to change the mindset of filmmaking, film promotion and marketing so that when a film is produced, the audience has the right to enjoy it. And in the end, whether the “state orders” or not is just one factor, the important thing is whether the film is good or not, which is the most important issue for the audience.
Source: https://antg.cand.com.vn/Kinh-te-Van-hoa-The-Thao/dao-pho-va-piano-vi-sao-phim-nha-nuoc-dat-hang–i723590/
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