Revenue segmentation
In the first six months of 2026, more than 30 Vietnamese films were released in theaters, ranking second in number after American films (approximately 40 films), far surpassing films from South Korea, Japan, or Thailand . Continuing the growth trend of 2025, the market recorded 9 films exceeding 100 billion VND in revenue, including: Thỏ ơi!! (directed by Tran Thanh), Báu vật trời cho (Le Thanh Son), Nhà ba tôi một phòng (Truong Giang), Tài (Mai Tai Phen), Quỷ nhập tràng 2 (Pom Nguyen), Hẹn em ngày nhật thực (Le Thien Vien), Heo năm móng (Luu Thanh Luan), Phí Phông: Quỷ máu rừng thiêng (Do Quoc Trung), and Ma xó (Phan Ba Hy).
Besides box office success, a positive sign is the expansion in both genre and release timing. The Lunar New Year film season continues to dominate, contributing three films that grossed over 100 billion VND. Meanwhile, periods previously considered low-demand, such as March and June, have become more vibrant. The success of "Meet Me on the Eclipse Day" (Le Thien Vien, romantic genre) and "Thank You for Staying Up with Me" (Chung Chi Cong, musical genre) demonstrates the openness of audiences to accepting films that are sufficiently engaging. The horror genre continues to maintain its appeal thanks to the effective exploitation of local elements and folklore. The case of "Uncle Hoa's Mansion " (directed by Hung Tran) also shows the efforts of filmmakers to find new storytelling approaches.
However, the film market is also experiencing a strong polarization. Director Khoa Nguyen stated that the total revenue of Vietnamese films was approximately 1,800 billion VND, but about 1,300 billion VND was concentrated in the leading group of films. The remaining more than 20 films had very modest revenues, such as: Bus - One-Way Journey, The Godfather Returns, The Warrior - Cicada Shedding Its Skin, The Legendary Night House, A Time We Loved... which only earned from a few hundred million to a few billion VND.
Furthermore, high box office revenue doesn't always accurately reflect film quality. Some films that grossed hundreds of billions of dong still generated much debate about their content, presentation, and artistic value, such as "The Corpse Possessed 2" and "The Five-Toed Pig"... Recently, the Film Department even issued a warning, advising horror filmmakers to reduce violence and superstition, focusing instead on building humanistic values and conveying positive messages.
"Vietnamese films are being produced in increasing numbers, but the number of high-quality personnel is not increasing proportionally. Currently, the domestic film industry is facing a shortage of personnel in almost all areas, from directors, actors, art direction to sound, cinematography, and production… This is also a major obstacle to the sustainable development of the domestic film industry," shared actress and director Hong Anh.
Breakthrough or purification?
In the second half of 2026, the Vietnamese film market is expected to see the release of around 30 Vietnamese films, including many major projects: "The Hero's Spirit - The Mystery of King Dinh's Tomb" (Nguyen Phan Quang Binh), "Summer Vacation Afraid of Retirement" (Huynh Lap), "Detective Kien - The Golden Curse" (Victor Vu), "The Red Thread" (Ham Tran), "Rising to Prosperity" (Khuong Ngoc)... This abundant supply offers audiences many choices but also intensifies competition among films.
The formula for success in films today relies on two factors: quality and word-of-mouth. Films with unappealing scripts or those that rely solely on the influence of star actors are increasingly unlikely to succeed. This is clearly demonstrated by the failures of films featuring many big names, such as: Blood Moon Party 8, Hero, The Scent of Pho, and Muses of Beauty… “Audiences now prefer films with relatable, authentic stories,” director Ham Tran shared.
Looking at the broader picture, the second half of 2026 will also be a test of the sustainable development potential of Vietnamese cinema. The fact that many Vietnamese films have achieved high box office revenue is a positive sign, but it's not enough to confirm the maturity of a film industry.
According to director Khoa Nguyen: "Only when the total box office revenue, distributed across the total number of films released, reaches at least the break-even point can it be called a healthy and developing market."
Following the record-breaking box office results of the first half of the year, the big question for Vietnamese cinema is not just how many more films will reach 100 billion VND, but how to spread that growth throughout the entire ecosystem, creating a foundation for a sustainable film industry.
Source: https://www.sggp.org.vn/phia-sau-nhung-phim-viet-tram-ty-dong-post859391.html
