An unexpected box office star.

The recent box office success of horror films that utilize Vietnamese folklore and rich cultural elements demonstrates the audience's growing affection for this genre.

The film "Cam" - a horror adaptation of the fairy tale "Tam Cam," directed by Tran Huu Tan, officially premiered in theaters on September 20th. According to statistics from Box Office Vietnam, as of noon on October 1st, the film had grossed over 85.8 billion VND.

In addition, some horror films that explore local culture, such as "The Demon Dog" by director Luu Thanh Luan and "The Soul Eater" by director Tran Huu Tan, which were released in theaters at the end of 2023, also achieved good box office revenue.

Industry insiders believe that horror films that draw on folklore and strong local cultural elements, if well-executed, will make the story more terrifying and frightening, thus captivating audiences. While familiar stories have the advantage of being widely known, they also force filmmakers to be creative in order to bring novelty to the familiar, creating surprises for viewers.

The film "Cam" by director Tran Huu Tan. (Source provided by the producer)

The debates and comparisons between the old and the new, pointing out flaws, and the mixed reviews are also positive signs for the work because they show that the film is anticipated and has generated public interest.

Although considered a "star" of the Vietnamese box office at the moment due to the success of many films in the same genre, industry insiders emphasize that films lacking quality, investment, and compelling storytelling still risk failure. "Today's audiences prefer good films. They'll watch any good film, regardless of genre, not just horror. If a horror film is unwatchable and lacks quality, it will be difficult to retain audiences in theaters," director Vo Thanh Hoa once stated.

Upcoming culturally rich horror films such as "The Spirit Cat - Possessed Corpse," "The Ghost Lamp," and "The Bottom of the Lake" will be released. Naturally, in a competitive environment, many films are focusing on local culture, requiring filmmakers to strive to improve the quality of their work. After all, audience trust is not easily built, and that trust can only be nurtured through increasingly higher-quality productions.

Only then will the Vietnamese film market have box office successes that provide enough revenue to reinvest in subsequent films.

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