Support to help Thai cinema develop

Over the past two years, Thai cinema has developed not only in terms of revenue but also in quality. Thai films are gradually expanding beyond the country's borders and gaining a foothold at international box offices. This achievement is thanks to support from the government.

In 2024, 54 Thai films were released, with 8 of them grossing over $3 million domestically. Specifically, "Death Whisperer 2" grossed $24.7 million, and "How to Make Millions Before Grandma Dies" grossed $10 million…

Surachedh Assawaruenganun, CEO and producer of M Studio, commented: "This is the first time Thai films have captured 54% of the total domestic box office revenue, surpassing Hollywood films with 38%. Previously, foreign films usually dominated the box office, but this reversal shows a historic shift in the industry." M Studio has also been Thailand's largest film distributor for the past two years. The total revenue from films distributed by this company has been high, reaching $26.6 million in 2023 and $39.4 million in 2024. Notable films include "Death Whisperer, My Boo" with $4.5 million and "Hor Taew Tak: The Return" with $3.8 million.

Many investors in the film industry are also shifting their focus. Producer Tanapol Thanarungrot said, "Film production has increased significantly recently as television producers are shifting to film. The competition to dominate the market brings new energy and ideas to filmmakers." 13 Studio is currently a prominent film production company in Thailand. It focuses on horror films, a strength of Thai cinema that is attracting international viewers. Tanapol Thanarungrot observed, "13 Studio has a completely new vision and direction, focusing on horror films to connect with a new generation of audiences." Specifically, this June, 13 Studio will release the horror film "Attack 13" by Taweewat Wantha.

In fact, Thai films attract viewers with their unique stories. Yongyoot Thongkongtoon, co-founder of GDH 559 and Content Director of Netflix in Thailand, said: "Films don't always have to be grand and spectacular to be successful; it's the stories that feel authentic that matter. These stories are often simple but deeply relatable to viewers. Authentic emotions, cultural characteristics, and the ability to connect through human experiences remain key elements in creating a film's appeal." This is precisely what contributed to the success of "How to Make Millions Before Grandma Dies," produced by GDH 559. The film not only grossed $55 million globally but also became the first Thai film to be shortlisted for the Oscar for Best International Film. The theatrical rights to this film have been sold to over 120 countries and territories.

The development of Thai cinema is partly aided by government support. Film production has always faced financial challenges, especially after the COVID-19 pandemic. However, production companies and filmmakers have received assistance through a new film fund managed by the Thailand Creative Culture Agency (THACCA). With this fund, THACCA has awarded $6.6 million to 86 film projects to support them at various stages of development, production, or post-production. These timely grants allow filmmakers to freely create and produce many excellent works. For example, Ratchapoom Boonbunchachoke's film "A Useful Ghost" (pictured) recently premiered at the Critics' Week of the Cannes International Film Festival 2025 and won the Grand Prix. This is also the first Thai film to premiere at Cannes since "Cemetery of Splendor" (2015). THACCA also supported the projects: "Onethong", "Tharae: The Exorcist", "Undertaker 2", and "Omukade".

According to experts, Thai cinema has changed but remains more suitable for the Southeast Asian market. Panu Aree, General Manager of Neramitnung Film, said: "Sales are mainly concentrated in Southeast Asia, where audiences have similar tastes. Thai films struggle to penetrate the Japanese, Korean, and Chinese markets and are almost impossible to sell widely in Western Europe." The Thai film industry is trying to find solutions to adapt and reach global tastes and markets.

BAO LAM (Compiled from Screen Daily and Hollywoodreporter)

Source: https://baocantho.com.vn/tro-luc-giup-dien-anh-thai-lan-phat-trien-a187585.html