Finding a new impetus for cinema.

Representatives of the film crew of "Red Rain" receive the Golden Kite Award. (Photo: MINH PHƯƠNG)

After more than 20 years of establishment and development, the Golden Kite Award of the Vietnam Film Association is one of the important professional awards of the country's cinema, contributing to honoring creative work and affirming artistic and humanistic values.

This year, the fact that the feature film "Red Rain" won the Golden Kite Award is not surprising, as it achieved record-breaking box office revenue of over 700 billion VND, demonstrating an effort to balance audience appeal with the depth of its historical themes. The film's success shows that Vietnamese cinema is fully capable of creating works that are both well-received by the public and meet professional standards.

In the television field, the series "Timeless" produced by the Vietnam Television Film Center (VFC) also garnered a series of important awards, including the Golden Kite Award. This reflects the stability of the national television production team's skills, especially in scriptwriting, production organization, and the discovery and nurturing of actors. "Timeless" has a highly realistic content, honoring ideals by quite fully reflecting the fighting spirit, work, labor, and production of the military forces, illuminating the qualities of the Ho Chi Minh's soldiers in the new era. The awards given to actors Mạnh Trường, Thanh Quý, and Phạm Thị Bích Ngọc... are recognition of roles that have had a lasting impact on the small screen.

One issue of public concern leading up to the awards ceremony was the issue of funding and prize money. The Vietnam Film Association's confirmation that all prize money would be awarded directly at the ceremony somewhat alleviated concerns and demonstrated the organizing committee's efforts in the face of financial constraints and the challenges of maintaining a nationwide award. This reality also highlights the urgent need for a process to establish a stable, long-term financial mechanism that aligns with regulations and the practical realities of the arts. As the film industry becomes increasingly vibrant, professional awards need a more solid foundation to survive and thrive.

Compared to the boom in box office revenue and social media, the appeal of the 2025 Golden Kite Awards to young audiences remains modest. Some winning works have not yet generated widespread impact. This is not a unique story within the framework of this award, but a common challenge for art awards in the digital age.

For the Golden Kite Awards to truly become a prestigious professional event with widespread influence, upholding traditional values must go hand in hand with innovative approaches. First and foremost, it's necessary to enhance transparency, openness, and professional dialogue through clearer communication about the judging criteria, the judging panel, and the artistic values being honored. When the public understands why a work is awarded a prize, the prestige and weight of the award will be strengthened.

Furthermore, it is necessary to proactively open up to contemporary filmmaking, creating space for new explorations, young voices, and diverse creative trends, including independent works, experimental films, or products that bridge the gap between cinema and digital platforms. Adding new categories or awards that highlight discoveries and encourage creativity will help breathe new life into the awards.

Another crucial solution is to enhance the media presence of the Golden Kite Awards. The awards ceremony should be organized as a cultural and artistic event, capable of connecting with the public, especially young audiences. Utilizing digital platforms, social media, organizing seminars, film screenings, and artist interactions before and after the awards ceremony will help the award have a more frequent presence in cultural life, instead of just shining on one awards night.

To help the Golden Kite Awards "fly higher" and establish a sustainable development foundation, it is necessary to quickly finalize a stable financial mechanism and strengthen coordination between the Vietnam Film Association and management agencies, training institutions, and production units. Only when the awards create motivation to promote creativity, connect professionals, and guide aesthetic tastes will they truly possess new vitality and meet the expectations of professionals and the public in the new phase of development of Vietnamese cinema.

MAI LU

Source: https://nhandan.vn/tim-luc-day-moi-cho-dien-anh-post938681.html