Thailand strives to become the center of world cinema

With its diverse geographical features and historical sites, natural beauty and rich local culture, Thailand has become one of the world 's film centers with great potential to attract international film producers. Besides its inherent advantages, Thailand also faces many challenges in bringing its film industry to international standards.

According to the Thai Film Office, which is part of the Tourism Department under the Ministry of Tourism and Sports , Thailand's revenue from international film production exceeded 6.6 billion baht (over $200 million) in 2023. This is a new record, marking an increase of nearly 2 billion baht (US$61 million) since 2022. The revenue growth is partly due to Thailand offering greater incentives for international film production in the land of the Golden Temple. However, the development of the Thai film industry currently faces challenges, especially inadequate coordination between authorities and a shortage of skilled personnel.

Pattaya Film Festival 2024. Photo: Pattaya Film Festival Organizing Committee

“Thailand’s film industry has grown rapidly over the past few decades, but there is still a lot of work to be done,” said Chalermchatri Yukol, chairman of the film subcommittee of the National Soft Power Strategy Committee. “What we have found is that the industry is lacking something very important – a comprehensive strategy to tie together all the links, from associations, filmmakers, related sectors, human resources serving the industry… We currently do not have such a comprehensive grand strategy.”

Notable films shot in Thailand include “Thirteen Lives” (2022), which tells the harrowing story of the Tham Luang cave rescue, and “The Impossible” (2012), a dramatic retelling of the 2004 Phuket tsunami. This year, Thailand produced three major productions, including blockbusters such as White Lotus and Jurassic World.

Posters of films screened at Pattaya Film Festival 2024. Photo: Pattaya Film Festival Organizing Committee

International filmmakers have expressed satisfaction in working with Thai production crews, which they consider “professional”. However, experts say that Thailand currently has quality but lacks quantity. Mr. Apinat Siricharoenjit – Director of Living Films – a leading international film producer in Thailand, said that they are struggling to cope with the huge workload related to producing 3 blockbusters this year:

“We have ensured quality but lack quantity. I don’t think individuals working in this industry can just sit back and wait for government support. Specifically, our film production studio is now hiring fresh graduates and training them. We also invite experienced professionals from Disney to come and train our local staff, helping them reach the necessary standards.”

Discussion "Pattaya on the way to becoming the world's cinema center". Photo: Ngoc Diep

In addition to efforts to promote both quality and quantity for the domestic film industry, Thailand has also continuously come up with creative ideas to further promote the set goals. One of these is the idea of ​​turning Pattaya, a famous coastal city with a vibrant nightlife, into a film city and a center of film creation in the world.

Not only stopping at the domestic level, Thailand also wants to turn competition into cooperation, bringing the film industry of the whole ASEAN with many countries with competitive potential such as Malaysia, Vietnam, or Laos, to reach higher in the international arena. Regarding this issue, Mr. Chalermchatri Yukol, Chairman of the Film Subcommittee of the National Soft Power Strategy Committee, said:

“We are discussing this with representatives of creative agencies from countries in the region to explore more opportunities for collaboration in the future. In the next 3-5 years, this will be a big boost for all countries in the region. Imagine if a studio wants to shoot in the whole of Southeast Asia, they can be supported in every location in ASEAN and get more benefits. Thailand will also be able to contribute more, not just within Thailand, we can have more exchanges within ASEAN.”

Children participate in activities to learn about cinema within the framework of Pattaya Film Festival 2024. Photo: Ngoc Diep

An outdoor film screening at Pattaya Film Festival 2024. Photo: Pattaya Film Festival Organizing Committee

To ensure continued growth and maintain its attractiveness, Thailand’s film industry needs to address administrative challenges, nurture local talent and capitalize on its competitive advantages. These steps will help maintain Thailand’s position as the top choice for filmmakers around the world.

The Thai government introduced a cash rebate scheme in 2017 to reward foreign filmmakers who invest 50 million baht ($1.5 million) or more to shoot films in Thailand.

In February 2023, the Cabinet approved a revision to the program, increasing the cash rebate to 20-30% from the original 15-20% for two years. The cash rebate ceiling was also raised from 75 million baht to 150 million baht ($2.3-4.6 million) per filming. The revised cash rebate program took effect from the start of 2024.

Thailand has also approved a five-year personal income tax exemption for foreign actors filming in Thailand, effective from August 2023.

Official figures show that a total of 466 films were produced in Thailand in 2023 by filmmakers from 40 different countries and territories.

The top five countries with the most films shot in Thailand are the United States, Hong Kong (China), China, Germany and South Korea. The top 10 provinces most popular with international filmmakers are Bangkok, Chon Buri, Samut Prakan, Pathum Thani, Phuket, Nonthaburi, Chiang Mai, Nakhon Pathom, Krabi and Ratchaburi.

The second Pattaya Film Festival, which will take place in late August 2024, is more than just entertainment, said Chalida Uabumrungjit, director of the Thai Film Archive. It is a strategic move to stimulate investment, create jobs and boost economic growth. By positioning itself as a film-friendly city, Pattaya is expected to attract local and international film crews, boost tourism and provide a platform for cultural exchange.

The effort to have Pattaya named a UNESCO City of Film by 2027 is supported by a comprehensive development plan spanning from 2023 to 2030, which will involve collaboration with key organisations and educational institutions to foster a sustainable ecosystem for the Thai film industry.

Source: https://bvhttdl.gov.vn/thai-lan-no-luc-tro-thanh-trung-tam-cua-dien-anh-the-gioi-20240925060317805.htm