In 2024, 54 Thai films were released, of which 8 films grossed over 3 million USD domestically. Specifically, "Death Whisperer 2" grossed 24.7 million USD, "How to Make Millions Before Grandma Dies" grossed 10 million USD...
Surachedh Assawaruenganun, CEO and producer of M Studio, commented: "This is the first time that Thai films have accounted for 54% of the total domestic box office revenue, surpassing Hollywood films with 38%. Previously, foreign films often dominated the box office, but this reversal shows a historic change in the industry." M Studio is also the largest film distributor in Thailand in the past 2 years. The total revenue of the films distributed by this unit is high, reaching 26.6 million USD in 2023 and 39.4 million USD in 2024. Notable films include: "Death Whisperer, My Boo" with revenue of 4.5 million USD, "Hor Taew Tak: The Return" with revenue of 3.8 million USD.
Many investors in the film industry are also shifting. Producer Tanapol Thanarungrot said: "Film production has increased significantly recently because television producers have switched to cinema. The competition to dominate the market brings new energy and ideas to filmmakers." 13 Studio is currently a prominent film production company in Thailand. This unit focuses on exploiting horror films, the strength of Thai cinema that is attracting international viewers. Tanapol Thanarungrot said: "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 a horror film called "Attack 13" by Taweewat Wantha.
In fact, Thai movies attract viewers with unique stories. Yongyoot Thongkongtoon, co-founder of GDH 559 Film Studio and Director of Content for Netflix Thailand, said: "Movies don't always have to be big and grand to be successful, but stories that bring a sense of authenticity. These stories are often simple but create deep empathy with viewers. Genuine emotions, cultural characteristics and the ability to connect through human experiences are still the key factors that make movies attractive." That is also what makes "How to Make Millions Before Grandma Dies" a success produced by GDH 559. The film not only brought in a high revenue of 55 million USD worldwide but also became the first Thai film to be shortlisted for the Oscar for international film. The theatrical rights to this film have been sold to more than 120 countries and territories.
The development of Thai cinema is partly supported by the government. Film production has always faced financial difficulties, especially after the COVID-19 pandemic. However, production units and filmmakers are supported through the New Film Fund chaired by the Thailand Creative Culture Agency (THACCA). With this fund, THACCA has awarded 6.6 million USD to 86 film projects to support them at various stages of development, production or post-production. The grants come in time for filmmakers to freely create and create many good works. Specifically, the film "A Useful Ghost" (photo) by Ratchapoom Boonbunchachoke just premiered at Critics' Week of the 2025 Cannes International Film Festival and won the Grand Prix. This is also the first Thai film to premiere at Cannes since "Cemetery of Splendour" (2015). THACCA also supports the projects: "Onethong", "Tharae: The Exorcist", "Undertaker 2", "Omukade".
According to experts, Thai cinema has changed but is still more suitable for the Southeast Asian market. Panu Aree, General Director of Neramitnung Film, said: "Sales are mainly concentrated in Southeast Asia, where audiences have similar tastes. Thai films have difficulty reaching 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 change, to reach global tastes and markets.
BAO LAM (Synthesized by Screen Daily, Hollywoodreporter)
Source: https://baocantho.com.vn/tro-luc-giup-dien-anh-thai-lan-phat-trien-a187585.html
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