The Fate of 'Cam' 18+ - Quang Ninh Online Newspaper

Việt Nam•04/10/2024

"Cám" quickly became a box office sensation in its opening days, but revenue plummeted after just one week. Despite a well-planned promotional strategy, the film was unable to maintain its momentum.

Bran To be Vietnamese films It garnered attention by creating a box office hit upon its release, quickly raking in nearly 50 billion VND in the first three days of its release.

However, after just one week, the film's revenue showed signs of slowing growth, with box office performance dropping by 70%. Despite a well-planned promotional strategy, the film is still struggling to turn a profit at the box office and has yet to surpass the 100 billion VND mark as many had predicted.

This stems from several reasons, the main one being that the film quality is not yet truly good.

The content still has many shortcomings.

Before its release, Bran This Vietnamese film is predicted to create a new sensation, extending the success of horror films like "Ma Da". Devil dog .

This is because the project is backed by director Tran Huu Tan and producer Hoang Quan - a duo who have previously worked on several commercially successful projects such as Ghost Stories Near Home (2022) Soul Eater (2023) as well as series Tet (Vietnamese New Year) in the village of hell.

The team has extensive experience in promotion, which helped the project quickly gain widespread coverage. Furthermore, Bran It also easily attracts attention because it draws on familiar fairy tales and features many images that pique the audience's curiosity.

The animal feed has not yet surpassed the expected revenue of 100 billion VND.

In just the first week of release Bran Released in theaters with an overwhelming number of screenings (over 4,000 per day), the film lived up to expectations, grossing over 48 billion VND, becoming the highest-grossing Vietnamese horror film opening this year, surpassing previous releases. Skin (40 billion).

However, the project has not received positive feedback regarding its quality. Most reviews criticize the film's content, citing many contrived details. The screenwriter's excessive creativity sometimes makes the story tedious and drawn-out. While the visuals are well-invested, there are some shortcomings in the sound and editing.

In particular, the scene of Tam naked caused intense controversy. Many comments suggested that the segment was superfluous, irrelevant to the plot, and merely a promotional gimmick by the production team.

After the initial days of release, the film's revenue began to decline sharply. By the third week, its box office performance had improved. Bran There are signs of a "trickle" of increase. On average, the film only earns around one billion VND per day, indicating that the project is being ignored by audiences at the box office.

This is quite surprising because the work generated lively debate on social media and didn't face many strong competitors, yet it failed to maintain its initial appeal.

The film received many comments criticizing its excessive creativity.

Noisy

It must be said that the team Bran They had very well-planned and professional promotional strategies to bring the project closer to the audience. However, they were unable to control the influence of word-of-mouth – which is a "double-edged sword" for the success of a film.

Previously, many Vietnamese films achieved very good box office results thanks to word-of-mouth on social media, such as The night was brilliantly dark, the demon dog… The positive audience reaction helped the film spread widely across platforms like Facebook and TikTok. As a result, revenue wasn't just concentrated in the opening week but could extend for several weeks afterward.

The case of Bran However, things were different. After the initial hype, the film had the opposite effect, showing signs of declining revenue. Negative reviews from both viewers and the media somewhat affected the film's reach, causing both ticket sales and occupancy rates to decrease.

The project nearly attracted its potential audience to theaters, but lacked the appeal to draw in other groups who hadn't seen the film before.

Cám's performance has been inconsistent following negative reviews from the audience.

If Devil dog Once considered an unknown quantity at the box office as its revenue steadily increased, the fate of Bran It was almost decided by the third week.

To date, the film has grossed nearly 90 billion VND at the box office, ranking among the highest-grossing Vietnamese films of the year. The film is only a short distance from reaching the 100 billion VND mark, but at a very slow pace. The project no longer holds the top spot in the overall box office rankings. Box Office Vietnam is being overshadowed by foreign films such as Joker 2: Madness in pairs, I dare you to handcuff me. surpass.

Despite having a higher opening week performance, the total revenue of Bran It's difficult to surpass the figure of 127 billion VND. Ma Da will most likely settle at around 110-120 billion VND.

Nevertheless, Bran It remains the highest-grossing film from director Tran Huu Tan's team, surpassing Soul Eater Released last year, the producers were so confident that they quickly announced a sequel as soon as the film was released, promising to create a successful franchise for Vietnamese cinema.

However, the team needs to learn from this experience and invest more heavily in the next project, especially in terms of script quality and production. Otherwise, the film will fall into the same trap as its predecessor.

Source