How to market movies effectively?

Speaking at the event, journalist Lam Hieu Dung, Deputy Editor-in-Chief of Thanh Nien Newspaper , said that after a successful season in 2024 with more than 100 short films submitted by young filmmakers, students, trainees and international students in the US and Australia, this year's film competition has many notable changes.

Marketing phim sao cho hiệu quả?- Ảnh 1.

Marketing phim sao cho hiệu quả?- Ảnh 2.

Journalist Lam Hieu Dung shares about the new points of this year's contest and takes a photo with Dr. Huynh Ngoc Anh - Vice Principal of Ho Chi Minh City University of Technology

PHOTO: NGOC DUONG

One of them is to expand the documentary film category as well as the participants: for Vietnamese citizens and foreigners living and working legally in Vietnam (from 15 years old and up).

With this change, it is hoped that the Vietnamese 2025 season will receive more attention from young filmmakers through Cinetalk episodes and the Cinetour series around universities.

Attending the seminar were representatives of Thanh Nien Newspaper, sponsor San Disk, representatives of the school and 4 professional guests: director Tran Thanh Huy, producer Nguyen Huu Thi Tuong Vi, master's degree - director Hoang Si Dang and Director Ninh Le - winner of Best Director and Best Short Film with the work Kites fly in the sky at the Vietnamese 2024 short film competition.

Marketing phim sao cho hiệu quả?- Ảnh 3.

Marketing phim sao cho hiệu quả?- Ảnh 4.

Attending the discussion were representatives of Thanh Nien Newspaper, representatives of the school and accompanying units, along with 4 professional guests.

PHOTO: NGOC DUONG

Notably, Ninh Le was also a student at Ho Chi Minh City University of Technology. Talking about his special work, he said that he participated in the competition thanks to the encouragement of his mentor and the person who closely followed him during his school years - director Hoang Si Dang.

Quality first, marketing later

With the topic of How to effectively market a film, students have somewhat understood that making a film is not just about coming up with ideas, organizing production, holding the camera, but also a journey to bring the film to the audience.

Therefore, it can be said that a successful movie is not only because of good content, but also because of the way the work is conveyed to the public through the somewhat "laborious" journey of marketing.

Marketing phim sao cho hiệu quả?- Ảnh 5. — Ms. Nguyen Huu Thi Tuong Vi said that marketing is a process that requires strategy.

According to Ms. Nguyen Huu Thi Tuong Vi - Head of Film Production Department of VPictures Company (CGV Vietnam), the producer of box office hits, especially Mai and Mrs. Nu's House - marketing costs often depend on the positioning of the work during its release, but usually account for 20 - 40% of the budget.

In response to students’ questions, she also shared that marketing is a process that requires strategy. With the participation of producers and distributors, these plans often take months. Information is often revealed in stages to attract the attention of the audience, nurturing the heat until the launch.

And once you have a strategy, the promotion through posters, trailers or first looks will depend on that process. Therefore, the most important thing is to be alert to deliver the information you want to convey at the right time and right place.

Marketing phim sao cho hiệu quả?- Ảnh 6. — Director Tran Thanh Huy shared that before marketing is needed, the uniqueness must come from the creator.

Director Tran Thanh Huy - who directed the film Rom , which won the highest award in the New Currents category at the Busan International Film Festival 2019, and the Best Debut Film award at the Fantasia International Film Festival (Canada) 2020, shared that before marketing is needed, the specialness must come from the creator. Because "if you can't reach the audience, even if you are a god, you can't successfully PR or promote".

Ms. Vi also agrees with this opinion and believes that before paying attention to marketing, filmmakers should "not compromise" and "ensure the best quality of the work". At that time, promotion will further support reaching the audience in the beginning, but for the long term, it still depends on the content of the work.

Cinetour is an activity within the framework of the Vietnam Short Film Competition - Vietnamese 2025, carried out by Thanh Nien Newspaper, Vietnam Cinema Promotion Association and Sandisk - the world's leading storage brand, with the support of GigaMall and Beta Group. This activity takes place at universities in Ho Chi Minh City, aiming to bring the competition closer to students as well as create conditions for young filmmakers to connect, exchange and learn from the experiences of professional and reputable filmmakers and film producers in Vietnam.

All-in and all-awake with passion

Talking more about the short film field, in which he himself had success with the short film 16:30 before Rom was highly appreciated, director Tran Thanh Huy remembers the time he met the female director of The Pianist - Jane Campion at the age of 23.

Sharing with young people, he said that she advised him to always believe in the projects he pursues and do his best. Besides, he should constantly improve his knowledge and experience every day.

Marketing phim sao cho hiệu quả?- Ảnh 7. — Young director Ninh Le advises young filmmakers to be as serious and dedicated as possible to the projects they pursue.

Ms. Vi said that with short films, young filmmakers have the advantage of not being under much pressure from revenue or investors, so they can freely choose the topic they like best and understand best.

According to her, do not look for formulas for successful filmmaking, but dig deep into yourself and the subject you want to make, avoid generalities and ambiguities, from there you can convince the audience. Besides, do not stop working hard, because experiences and soft skills when working in groups will also bring valuable experiences.

However, you should also be sober, know where your abilities are and what you can do. You should not follow the "slogan" of "never give up" and then realize that the past process has been wasted.

Young director Ninh Le also advised young filmmakers to be as serious and dedicated as possible to the projects they pursue.