Vietnamese cinema faces a fierce selection process.

Vietnamese cinema is entering a period of strong growth, with revenues exceeding 3 trillion VND and an unprecedented increase in the number of films released. However, behind the vibrancy of the box office lies fierce competition for screening slots, content quality, and the ability to integrate internationally.

Revenue is booming, but the market is highly fragmented.

Vietnamese cinema is experiencing its most vibrant period of development in many years. Total revenue from Vietnamese films in 2025 is projected to surpass 3 trillion VND, marking the first time domestic films have dominated foreign films in the domestic market. Films like "Red Rain," "Underground Tunnels: The Sun in the Darkness," and "Battle in the Air" not only achieved high box office revenue but also generated strong social impact, demonstrating a significant shift in how Vietnamese filmmakers approach their audiences.

Movie screenings at theaters in Ho Chi Minh City are always packed with audiences.

According to the Director of the Vietnam Film Department, Dang Tran Cuong, this milestone reflects the maturity of Vietnamese cinema in many aspects, from production thinking and the ability to explore historical and cultural themes to changes in audience psychology. Viewers now proactively go to theaters to watch Vietnamese films from the very first days of their release, instead of only choosing foreign films as before.

However, the head of the Film Department also stated that box office success does not necessarily equate to sustainable development. According to Mr. Dang Tran Cuong, 2025 "is not yet the brightest time" because behind the blockbuster films, there are still numerous projects that have failed miserably, even earning only a few hundred million dong before leaving theaters.

This reality clearly reflects the strong polarization of the market. While some films become box office hits, the majority struggle to find audiences. According to experts, Vietnamese cinema is entering a "winner takes all" phase, where revenue is concentrated in a few projects with outstanding content, strong marketing strategies, and large distribution advantages.

Competitive pressure is increasing as the number of Vietnamese films released in theaters is rapidly rising. While around 55 Vietnamese films are expected to be released in 2025, this number is projected to increase to 70-80 in 2026, meaning an average of 5-6 domestic films competing directly with each other each month.

Vietnamese film box office revenue at CGV.

In this context, the power of distributors and cinema chains is growing. According to Mr. Nguyen Trong Khoa, Head of the Digital Film Production Department at RMIT University Vietnam, entities that both invest in production and own cinema chains, such as CJ CGV or Galaxy Studio, are playing a decisive role in the fate of a film.

"For films funded by major production companies, this is clearly a significant advantage. If the marketing campaign, content, or word-of-mouth is good, the cinema system can continue to keep these films in prime time slots for longer," Mr. Khoa commented.

From an economic perspective, Ms. Truong Phan Kieu Anh, a lecturer in Multimedia Communication in the Foundation Year program at RMIT Vietnam, believes this phenomenon stems from the inherent risks of the film industry. "Filmmaking is an expensive undertaking, and investors naturally don't want to take on the risks," Ms. Kieu Anh stated.

This means that projects with high commercial value, featuring famous stars, or strong backing often have an advantage in screening allocation. Conversely, independent films or debut projects are more likely to face fewer screenings, unfavorable showtimes, and quick removal from theaters if box office revenue is not favorable in the first week.

According to experts, this inadvertently creates an imbalance in the film ecosystem, making it difficult for many works of artistic value to reach a wider audience.

With more demanding audiences, Vietnamese films are forced to change.

Not only has the distribution market changed, but Vietnamese audiences are also becoming more discerning about domestic films. Film critic Nguyen Phong Viet argues that the mentality of "watching films to support Vietnamese products" has almost disappeared. Audiences today are willing to compare Vietnamese films to international blockbusters in terms of script, technique, and cinematic experience.

Vietnamese audiences are becoming more discerning about domestic films, forcing filmmakers to adapt in order to gain market share. (Illustrative image)

This change puts immense pressure on producers but also serves as a positive impetus, forcing Vietnamese cinema to professionalize more quickly.

Journalist and film critic Le Hong Lam believes that direct competition with Hollywood blockbusters is leaving Vietnamese filmmakers with no choice but to invest seriously in content and storytelling structure. According to him, in a context where audiences have so many entertainment options, only films with emotional depth and a clear cinematic language will have the potential to survive in the long run.

From a historical perspective, film critic Le Hong Lam argues that Vietnamese cinema once possessed many classic works of high artistic value, such as "The Wild Field," "Mother Absent," and "Life in the Sand." Therefore, the task of the current generation of filmmakers is not to create an entirely new film industry, but to inherit that cultural depth with a more modern storytelling approach.

Recent box office data also shows a trend of audiences showing greater interest in works that explore historical elements, local culture, or the psychological depth of characters. The success of "Underground Tunnels: The Sun in the Darkness" and other folk horror projects demonstrates that cultural identity is becoming a new competitive advantage for Vietnamese films.

Alongside domestic competition, Vietnamese cinema is also expanding its international integration strategy. The Vietnam Film Promotion Association (VFDA) has recently intensified its efforts to promote Vietnamese films in the US, France, South Korea, and at many major film festivals to attract investment, expand production collaborations, and integrate Vietnamese films more deeply into the global film value chain.

According to Dr. Ngo Phuong Lan, President of the Vietnam Food Association (VFDA), cinema is not only an entertainment industry but also a tool for promoting national culture and soft power. Current international promotion activities are expected to help Vietnamese cinema expand its market, raise production standards, and increase opportunities to reach global audiences.

However, experts believe that to create a real transformation, Vietnamese cinema needs more than just short-lived box office phenomena. The core issues remain script quality, talent training, support mechanisms for independent films, and transparency in the distribution environment.

The milestone of 3 trillion VND in revenue opens up great opportunities for Vietnamese cinema, but also places the industry before the most intense selection process ever. In the context of increasingly demanding audiences and fierce international competition, only works with unique identities, quality content, and professional production thinking will be able to help Vietnamese films have a long-term future.

Text and photos: Hai Yen/News Report

Source: https://baocantho.com.vn/dien-anh-viet-truc-cuoc-sang-loc-khoc-liet-a205469.html