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| The Vietnamese film market is becoming increasingly vibrant, attracting audiences to theaters. (Source: Magnific) |
Vietnamese cinema is entering a period of explosive growth in the number of films released. According to data from Box Office Vietnam, in 2025, Vietnam will release approximately 55 films with a total revenue of over 3,770 billion VND, far exceeding the approximately 30 films with revenue of over 1,900 billion VND in 2024.
By 2026, this number is projected to increase to 70-80 films, equivalent to 5-6 films competing directly at the box office each month.
The dynamism of the market brings greater pressure on filmmakers. The more films released, the higher the risk of failure as audiences have more choices and tastes become more diversified.
Many films have to withdraw from theaters early because they fail to generate buzz from the very first days of release. In this context, securing prime screening slots and maintaining market reach becomes crucial for survival.
The publisher has the advantage.
According to Master Nguyen Trong Khoa, Head of the Digital Film Production Department at RMIT University Vietnam, distributors now play a huge role in the success or failure of a film, especially when many entities are also investors and owners of cinema chains.
Large businesses like CJ CGV or Galaxy Studio have a significant advantage in deciding which films are prioritized for screenings, favorable time slots, and how long they stay in theaters. These are all factors that directly affect revenue.
Mr. Khoa believes that films with strong financial backing, media coverage, or famous actors often have a clear advantage. Meanwhile, independent films or debut films are at a disadvantage due to fewer screenings, inconvenient showtimes, and difficulty reaching a wider audience.
From an economic perspective, Ms. Truong Phan Kieu Anh, a lecturer in Multimedia Communication in the Foundation Year program at RMIT Vietnam, noted that filmmaking is a costly investment, so distributors often prioritize projects with high potential for return on investment and low risk.
The media determines the initial hype.
In a highly competitive environment, media coverage becomes a crucial "weapon" that helps films gain an advantage in the early stages of their release.
According to Mr. Nguyen Trong Khoa, the first week in theaters is often the decisive period for a film's revenue and its ability to maintain screening slots. If it doesn't create a strong enough impact, the film can easily lose momentum compared to its competitors.
Nowadays, the promotional race isn't just about posters, teasers, or trailers; it also heavily relies on social media. Positive feedback on TikTok, Facebook, YouTube, or Instagram can directly influence young audiences' ticket-buying decisions.
In addition, interactive activities such as cinetours and unit tours are becoming increasingly popular to create word-of-mouth marketing. Videos , images, and audience reviews shared after these events are becoming effective promotional tools for Vietnamese films.
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| The film crew interacted with the audience at the movie theater. (Source: Producer) |
Content remains the deciding factor.
While publishing and marketing play an important role, experts agree that these are only initial advantages. In the long run, the deciding factor for success remains the quality of the content.
A strong marketing campaign can draw audiences to theaters in the first few days, but to retain them and create a ripple effect, the film needs a compelling story that resonates with viewers emotionally.
In an increasingly crowded market, Vietnamese films now not only compete for attention but also have to prove their worth after audiences leave the theater. According to Mr. Nguyen Trong Khoa, after all, "the most effective marketing strategy is still a good storyline."
Source: https://baoquocte.vn/phim-viet-giua-ma-tran-phong-ve-396209.html
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