How can we attract audiences back to theaters for Vietnamese films?

Actress and director Hong Anh believes that the most important thing for audiences to return to theaters and watch movies again is to have stories that are powerful enough to touch viewers' emotions.

Báo Thanh niên•16/05/2026

The Vietnamese Short Film Contest 2026 is organized by Thanh Nien Newspaper. Organized in collaboration with the Vietnam Film Promotion Association, with the support of the Ho Chi Minh City Department of Tourism and the Ho Chi Minh City Department of Culture and Sports, the event aims to discover and introduce outstanding talents, bring short films closer to the public, and nurture and spread a passion for filmmaking among young people.

Sharing her thoughts on the program, Hong Anh argued that what Vietnamese cinema lacks is a sustainable and balanced development ecosystem across various aspects.

According to the actress, a strong film industry needs not only talented directors and actors but also the synchronized development of many fields such as art direction, sound, cinematography, production training, and building a stable audience.

Làm sao để kéo khán giả ra rạp với phim Việt?- Ảnh 1. — According to Hong Anh, Vietnamese cinema needs a balanced development ecosystem, encompassing human resources, training, and an audience base.

Nevertheless, Hong Anh still sees many positive signs in recent years and uses the word "hope" when talking about the domestic market. The female director believes that Vietnamese cinema is increasingly featuring more diverse stories and themes, especially from young filmmakers. According to her, this creates hope for the future of the Vietnamese film market.

Actress Tài shared that regardless of age, the process of experiencing and observing people and life remains crucial for filmmakers. "Young people need more time and an environment where they can gain practical experience," she expressed.

Regarding the notion that "a film with a star will succeed," the female director believes this formula isn't entirely true. According to her, the deciding factor still lies in the story and how the film resonates with the audience's emotions.

"Ultimately, it all comes down to the story behind your script and whether it resonates with a wide audience," Hong Anh said. She believes that whether you're a famous star or a newcomer, the most important thing is the ability to convey the character so that the audience believes in the story on screen.

Hong Anh: Audiences come out of curiosity but stay because of the emotions.

When asked how to get audiences to buy tickets not just out of curiosity but as a cultural habit, Hong Anh suggested that media coverage is an inevitable part of today's film market.

According to the actress, promotional campaigns always play a crucial role because if a film isn't widely promoted, audiences have little chance of accessing it. However, whether audiences will return to watch the film or share it with others ultimately depends on the quality of the story.

"I think audiences might go to the cinema out of curiosity or because of the media hype. But whether they return to see it a second time or spread the word about the film ultimately comes down to the story," she shared.

Làm sao để kéo khán giả ra rạp với phim Việt?- Ảnh 2. — "Seize any opportunity, any competition. If you have a story and believe you can do it well, then boldly participate," Hong Anh advised young film enthusiasts.

Hong Anh believes that today's young audience is very sensitive to experimental works and new social issues, but at the same time, they also empathize with authentic stories that help connect emotionally. According to her, it is this empathy that gives a film lasting vitality.

The female director observed that young people today want to see themselves reflected on screen, from feelings of loneliness and generational gaps to the pressures of the digital age, psychological issues, and mental health. These are themes that easily resonate with young audiences, making them feel understood and connected.

In addition, Hong Anh also believes that films about history or previous generations still have the potential to attract the public if they create an emotional connection and a patriotic spirit. According to the actress, for cinema to develop sustainably, it cannot rely solely on the older generation or be entirely dominated by young people, but requires synergy between many generations working in the profession.

Hong Anh said she has experienced many different stages of Vietnamese cinema, from the era of state-funded films to the current commercial film market. She has also participated in the debut projects of many young directors. According to her, the connection between those who came before and the next generation of filmmakers, along with support from management agencies and training institutions, will contribute to a healthier film industry in the future.

"Regardless of whether it's a big-budget film or an independent film, if it touches the hearts of many viewers, it will be a high-grossing film," she shared.

Hong Anh will be serving as a judge at Vietnamese . This is a professional platform for young cinematic voices, where filmmakers, screenwriters, and content creators have the opportunity to tell their own stories through the language of cinema.