Revenue from Southern Forest Land has plummeted.
After reaching the 100 billion VND mark on October 23rd (after 11 days of screening), by the end of the afternoon on October 25th, the revenue of " Southern Forest Land" had only increased by 7 billion VND, bringing the total current revenue to 107 billion VND. This is not a bad figure compared to other films, but it certainly falls short of the initial expectations of both the producers and the public for what was once hailed as a "blockbuster" of Vietnamese cinema.
Audience members interact with the film crew of "Southern Forest Land".
According to independent box office observer Box Office Vietnam, after 14 days of screening, the box office revenue of "Southern Forest Land" is currently down by about 50% compared to the first week. Revenue has plummeted, remaining at around 5 billion VND per weekend, while weekday earnings are only about 2.5-3.5 billion VND (compared to over 10 billion VND per day previously). Therefore, "Southern Forest Land" is unlikely to experience a box office boom with the sudden surge in revenue seen in films like "Flip Face 6: The Fateful Ticket" and "Mrs. Nu's House" earlier and in the middle of the year. Currently, the film's revenue mainly comes from theaters in Ho Chi Minh City; in other areas, even in Hanoi , ticket sales are small. The total number of screenings per day for " Southern Forest Land " in theaters nationwide has also cooled down, decreasing from 6,300 to just over 4,000.
Previously, the film " Mrs. Nu's House" grossed over 200 billion VND in just one week earlier this year, while "The Godfather" reached 200 billion VND after only 9 days of screening, and "Flip Face 6: The Fateful Ticket" also surpassed 200 billion VND after 10 days.
Explaining the lackluster performance of "Southern Forest Land ," observers believe it was due to strong reactions from a large number of viewers regarding the film's content, historical details, costumes, etc., which made audiences hesitant to go to the cinema to watch it.
On the afternoon of October 25th, director Nguyen Quang Dung shared on his personal Facebook page: "We are very saddened that 'Southern Forest Land' has been criticized. This is a film for the whole family, a family film, connecting generations, highlighting human kindness and love for the land." However, director Nguyen Quang Dung also added that they are currently in the process of finalizing the script for part 2, because the ending of the film already displayed the sentence: "End of part 1 - The journey is still ahead."
A film by a well-known team only grossed over 200 million VND.
At the box office, three other Vietnamese films were also showing, and they were equally "popular." I say "popular" because these three films came from well-known directors and actors, not entirely unknown ones. However, the box office revenue for these three Vietnamese films was surprisingly low.
Scene from the movie Sleeping City
The film "Intersection 8675" is the debut work of director Tan DS (a well-known name in the Vietnamese advertising film industry), produced by CEO Chau Le (who previously worked as CEO of M-TP Entertainment for Son Tung M-TP for 4 years), and features a cast of famous actors such as singer Isaac, Rocker Nguyen, beauty queen Emma Le, Loi Tran, and comedian La Thanh... Unfortunately, the film's script is outdated and weak, failing to attract audiences. Not only does it lack narrative cohesion, but the script is also disjointed and chaotic in terms of genre. Since its release on October 6th, the film has only grossed 2.4 billion VND.
Meanwhile, the film Live: Live Streaming , directed and starring Khuong Ngoc, featuring up-and-coming comedians like Ngoc Phuoc and Quoc Khanh, along with popular TikTokers such as Ngan 98, Long Chun, Tina Thao Thi, Hoang Anh Panda, and Be 7, which premiered at the end of September, has just left theaters with a revenue of over 2 billion VND. Despite its topical subject matter, telling the story of social media celebrities with two different storylines: a mukbang livestreamer (eating while live streaming) and a food reviewer (sharing their feelings), with many shocking scenes such as vomiting and nudity, Live: Live Streaming still failed to attract audience attention due to numerous flaws in the script. Most reviews criticized the film's content, with superficially developed characters and sensational, attention-grabbing sex scenes.
Currently, director Luong Dinh Dung's film " The Sleeping City," which premiered on October 13th, has only grossed 211 million VND by the afternoon of October 25th. Luong Dinh Dung previously made a name for himself with his two films , "Father Carrying Son" and "578: The Madman's Bullet ," which also won numerous international film awards. However, "The Sleeping City ," a 73-minute film with a strong artistic quality, metaphorical imagery, and minimal dialogue (using visuals to tell the story and depict the characters' emotions), is not easily viewed by the majority of audiences.
If " The Sleeping City" is considered an art film that appeals to a niche audience, then why were "Rom" (which grossed 64 billion VND) and "Brilliant Night" (22 billion VND), also art films, successful in terms of box office revenue in the Vietnamese market? Producer Nguyen Khoa commented: " Rom and ' Brilliant Night,' besides having relatable and accessible content that resonates with a wide audience, also gained popularity thanks to good media coverage and active promotion across multiple platforms. " The Sleeping City," on the other hand, has a dark theme, as the introduction suggests, "Human nature is inherently evil," and a gruesome crime genre that makes it difficult for many viewers to empathize with the characters. Furthermore, the naive acting and dialogue, like reciting lines from a script, also left viewers feeling disappointed at times."
The promotional efforts for these Vietnamese films are also poor, failing to attract public attention. Film crews often withdraw immediately after the premiere, with no promotional activities or interactions to build buzz. Incidents of "slip-ups" during promotion, such as actor Rocker Nguyen's arrogant remarks and unprofessional behavior in the film "Intersection 8675, " also diminish audience goodwill towards both the cast and the film.
Regarding this, director Victor Vũ affirmed: "Nowadays, whether a film succeeds or fails, besides quality and the emotions it evokes in the viewer, it absolutely must focus on promotion. If a film is good, it must have commensurate promotion so that audiences know about it and come to see it; a good film without promotion, who will know about it and go see it? And a bad film will inevitably have to accept low attendance."
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