Ly Hai should slow down.

The race movie Vietnamese occasion ceremony April 30 - May 1 year now proof ants reversal no Unexpected. Over the years, the brand Turn the tables. Ly Hai's films consistently topped the box office during this period. The situation changed when... Flip Face 8 We lost the initiative.

Detective Kien: The Case Without a Head From a passive position, it seemed impossible to overthrow the brand. Turn the tables. They unexpectedly reversed their revenue trend after days of close competition.

As of noon on May 12th, Detective Kien Leading the box office on the first day of the week, it sold 32,010 tickets across 2,464 screenings, grossing 2.1 billion VND. All the metrics for the detective film were 1.5 times higher. Flip the 8th.

Ly Hai's monopoly on power has been broken.

In recent days, the media has focused on Ly Hai's struggles due to the emergence of Victor Vu in the race. Vietnamese films during the holiday season. But frankly, Ly Hai didn't lose because his competitors were stronger. The "billion-dollar director" repeated himself and didn't create any new "twists" for the audience.

Ly Hai should slow down.

This year, Ly Hai chose familiar TikTokers and TV actors for the role. Flip the 8th. Audiences believe that the lack of box office stars somewhat diminished the film's appeal.

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To exploit the rig perform " non -professional film actor" thing need design He's a director who creates compelling scripts. But in... Flip Face 8 Ly Sea catch The first to "play it safe".

Ly Hai has followed a popular, mainstream motif since "Lat Mat 5, 6, 7, and 8."

"After many years in the profession, Ly Hai has developed his own style of storytelling that resonates with a wide audience. 'Flip Face 8' still follows this formula, but the director tells the story in a safe, predictable way, lacking the breakthroughs of the previous installment," the expert analyzed.

After half a month in theaters, "Lật mặt 8" (Face Off 8) reached the 200 billion VND mark – an impressive figure amidst a time when many Vietnamese films are losing money and leaving theaters with dismal box office results.

"Ly Hai is the biggest star of 'Lat Mat' (Face Off). The fact that the film still grossed over 200 billion VND shows the strength of Ly Hai's personal brand. However, audience tastes are shifting, and the competition during the holiday season is becoming increasingly fierce," he added.

The success of "Face Off 6" (over 300 billion VND) and "Face Off 7" (top 2 highest-grossing Vietnamese films of all time) became both a springboard and a pressure, forcing Ly Hai to release a film during the April 30th holiday this year. This exhausted the director, as clearly demonstrated in "Face Off 8".

"Bringing a film to theaters every year is a huge challenge, both physically and mentally. Filmmakers have to develop the script, pre-production, filming, post-production, and then go through the film promotion process, which is very difficult," the expert commented.

As a film investor, Mr. An Nguyen believes that a frequency of one film every two years allows directors to recharge their energy better. Directors have time to refine the script and cinematic language instead of rushing to meet KPIs. The expert argues that slowing down doesn't mean a step backward; it can be a springboard for further progress.

Compared to Detective Kien, experts point out that Victor Vu's work lacks prominent stars and extensive media coverage, yet it still succeeds thanks to its script and cinematic elements.

"Audience tastes are becoming increasingly sophisticated. They want to enjoy films with compelling stories, modern storytelling, and polished cinematic quality. This is a positive sign, forcing filmmakers to constantly upgrade the quality of their works to win over viewers," he said.

When asked about the box office reversal since the release of the two new films, investor An Nguyen predicted that Detective Kien had about a 30% chance of surpassing Flip Face 8. Reality is proving that to be true.

Following this incident, film media experts suggest that Ly Hai needs to "slow down" if he wants to regain his form.

"I still consider Ly Hai a capable director. Both Ly Hai and Tran Thanh - two of the leading commercial filmmakers today - have had enough time to create works that surpass their own," the expert added.

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Film producer Cao Tung has a more comprehensive view of the market. From the moment Victor Vu announced his entry into the April 30th Vietnamese film race, experts predicted intense competition between Ly Hai and Victor Vu, especially given the significant changes in the market landscape.

For many years, thanks to its consecutive box office successes, Ly Hai's "Lat Mat" brand has enjoyed a privileged "monopoly" on April 30th - one of the golden periods for the box office.

"Face Off 1 wasn't released on April 30th, but after its box office success, from part 2 onwards, the series is considered a key film genre for the holiday season. Other competitors usually avoid direct competition with Ly Hai," the expert said.

The situation changed this year when Detective Kien: The Headless Case chose to be released at the same time as Flip Face 8. This was a direct confrontation between two different film genres - one a mainstream film with a rural, countryside feel, and the other an urban film aimed at a more upscale audience.

"The ultimate answer lies in which version of the film is truly superior to the other," the expert told Tien Phong newspaper.

Ly Hai and Victor Vu share the box office revenue of Vietnamese films during the April 30th holiday.

From a marketing perspective, producer Cao Tung believes the two films approach audiences with different strategies. “Ly Hai’s film uses strong influencer marketing, with the appearance of many KOLs/KOCs from social media both in the film and in the promotional campaign, while Victor Vu remains loyal to a traditional cast and relies less on KOLs/KOCs.”

Due to their different target audiences, experts believe that Detective Kien and Flip Face 8 capitalize on the market, rather than copying, competing with, or confronting each other.

"Ly Hai's films are mainstream, targeting audiences who rarely go to the movies but are willing to spend money once to go to the cinema during the holiday season. Victor Vu's films target a high-end urban audience. They will certainly share the April 30th holiday film market, but not to the point of being called rivals," the expert said.

After years of observation, experts estimate that the average market for April 30th films is around 250-300 billion VND. Two films will share this portion. If both films are successful, it's entirely possible to push the market up to 500-600 billion VND.

He sees this as a sign of a healthy developing market. Looking at the fact that four films have surpassed 100 billion VND in just a few months, Vietnamese cinema is entering a "window of opportunity" period in 2024-2026. Hollywood films are weak, South Korean films are stagnating, and the OTT market lacks quality Vietnamese content – all of these factors combine to benefit Vietnamese films.

"As long as the film is well-made and has something for the audience to watch, reaching 100 billion VND is within reach. Clearly, audiences spent nearly 700 billion VND during Tet, but they were still willing to spend nearly 200 billion VND more on 'The Ancestral House'. Hollywood's bottom is in 2025; they will recover after that. This means this year could be the peak of Vietnamese film revenue," expert Tung commented.

Source: https://baoquangninh.vn/ly-hai-nen-cham-lai-3357927.html