The "going to the cinema" culture is gradually taking shape.

Going to the cinema has become a habit for a segment of the audience. The shift from "watching a movie" to "cinematic experience" is clearly shaping new viewing needs, especially in the context of constantly upgrading film projection technology and increasingly demanding viewer standards.

"Living" with movies

When the blockbuster film Avatar: Fire and Ashes was released in Vietnam, it created a frenzy of IMAX 3D ticket sales, with prime screenings almost sold out a week in advance. Ticket prices, 2-3 times higher than the standard format, became considered "acceptable" for a worthwhile cinematic experience. This craze was further fueled by word-of-mouth and lively discussions on social media.

“I watched this movie twice, both in standard format and IMAX 3D. The difference is huge; only in IMAX 3D can you fully appreciate the story and visual effects,” shared audience member Nguyen Nam (residing in Vo Thi Sau Ward, Ho Chi Minh City). Although not a movie buff, Ngoc Anh (residing in Gia Dinh Ward, Ho Chi Minh City) decided to try this format for the first time, drawn in by the film's appeal and the persuasion of her friends. “It was definitely worth the money; it felt like I was transported into the world of the movie,” Ngoc Anh exclaimed.

A large audience enthusiastically attended the premiere of the film Avatar - Fire and Ashes (Photo: Galaxy)

Twenty-six years ago, Avatar (2009) pioneered the 3D experience for audiences worldwide, including Vietnam. Subsequent installments have continuously updated with new technology; directors have even conducted extensive research to understand how audiences perceive images and make the most appropriate adjustments.

In Vietnam, even before Avatar: Fire and Ashes, domestic distributors had already created a race to provide a captivating experience, focusing on the audience with specialized screening rooms designed with modern sound systems, screens, seating, and numerous amenities. High-end formats such as 4DX, Ultra 4DX, ScreenX, Starium, and especially IMAX 3D and IMAX with Laser truly reflect the spirit of "watch a movie or be part of one."

Multidimensional resonance

Following the Covid-19 pandemic, there were concerns that streaming platforms would overshadow traditional movie theater culture. However, reality has proven otherwise: movie theaters retain an irreplaceable value. When the lights dim, the big screen lights up, a film "opens," and viewers "step in," the theater becomes a spiritual space.

There, the audience temporarily sets aside their daily lives to live another life – the life of the characters, of the story unfolding before their eyes. When the experience reaches its depth, viewers are no longer clearly aware that they are "watching" a film, but rather feel as if they are breathing in rhythm and vibrating with the emotions of the work.

Of course, not every film is capable of creating a memorable cinematic experience. Subjectively, as audience tastes become more sophisticated, they set stricter demands for the quality of a work, from the script, acting, visuals to sound and music … “If a film doesn’t create a certain excitement from its visuals, story, captivating scenes, and engaging music… then going to the cinema in a dark space surrounded by strangers will be a terrible cinematic experience,” shared critic Tuan Lalarme. Many filmmakers have also emphasized that praise and criticism are inevitable, but more importantly, the film must make the audience feel that it is worth the money and time spent in the cinema.

Conversely, the cinematic experience is also strongly influenced by objective factors – the culture of movie viewing. Seemingly minor behaviors such as using phones, talking loudly, commenting during a movie, or more serious issues like secretly filming or livestreaming, can disrupt the concentration and emotions of other viewers. Although theaters constantly introduce regulations, and many Vietnamese films even invest in house rules videos, this problem has yet to be completely resolved.

A truly fulfilling cinematic experience is only achieved when three elements converge: a high-quality film, a suitable theater setting, and the audience's appreciation for the experience. At that point, cinema is not just "watched," but truly "lived." It transcends the realm of instant entertainment to become a cultural experience.

According to film critic Tuan Lalarme, the difference with a "cinematic experience" is that it requires going to a movie theater. Watching a movie in a regular theater, however, can be done anywhere, as long as there's a screen to watch on.

VAN TUAN

Source: https://www.sggp.org.vn/van-hoa-ra-rap-dang-dan-hinh-thanh-post832008.html