Concerns after the hundred billion VND

Many argue that the more films there are, the more choices audiences have, and the more the habit of going to the cinema will be stimulated. However, looking at the reality with over 240 cinema complexes, approximately 1,260 screens, and a maximum of about 8,800 screenings per day, it's clear that the market share is fragmented, leading to significant disparities in revenue. The recent holiday season, where only two Vietnamese films achieved major success, while three other Vietnamese films and many foreign films received modest revenues, clearly reflects this.

In the broader picture, it's encouraging that Vietnamese films continue to dominate foreign films. Since the beginning of 2026, only the foreign film "Little Monster of Lang Lang Mountain" has held the top spot for two weekends, but its total revenue hasn't even reached 45 billion VND. Meanwhile, a series of Vietnamese films such as: "Rabbit, Oh!", "The Devil Possesses the Corpse 2", "Meet Me on Eclipse Day", "Phi Phong: Blood Demon of the Sacred Forest", and "Five-Toe Pig" have consistently risen to the number one position and easily surpassed the 100 billion VND mark. This shows that commercial success is no longer an isolated phenomenon.

However, box office success alone is not enough to create a sustainable market. It's evident that the market remains relatively safe, dominated by horror films – a genre with moderate budgets and easy return on investment. But this can lead Vietnamese cinema into a familiar cycle, lacking innovation in storytelling and cinematic language. Meanwhile, more challenging genres like historical, revolutionary war, or period dramas are increasing but haven't yet become a stable trend. The balance between revenue and artistic value remains a major challenge. Furthermore, many films rely on marketing strategies or curiosity to attract audiences rather than on genuine quality. Therefore, the question of a film's longevity after leaving theaters, or its ability to make a lasting impact on popular culture, remains open.

Revenue is a necessary condition for producers to continue reinvesting; but the sufficient condition for the long-term development of Vietnamese cinema is works with their own unique identity, depth of character, and the ability to touch upon universal social issues. Only then will Vietnamese films not only win at the box office but also have the strength to remain in the hearts of the public for a long time.

HAI DUY

Source: https://www.sggp.org.vn/noi-lo-hau-tram-ty-post851580.html