The balance changes
Since the beginning of 2025, there has only been one imported film topping the weekly box office rankings in Vietnam, which is 404: Run Now. The film held the top spot for almost the entire month of January, earning more than 105 billion VND (according to Box Office Vietnam). The success of this film is said to come from many factors, such as: the familiarity of Thai cinema with Vietnamese audiences; the attractive dubbed version, easy to access for the general audience...
However, the main reason for this success is said to come from the time the film was released: right before Tet, the period when Vietnamese films are preparing for the Tet film season, the most important film season of the year.
In fact, since the 2025 Tet movie season, the cinema market has completely become a playground for domestic cinema. A series of films have continuously set milestones such as: The Four Guardians, Billionaire Kiss, Ancestral House, Ghosts Entering the Earth and Soul Lights all surpassed the 100 billion VND mark in the first quarter alone; Tunnel: Sun in the Dark quickly reached over 132 billion VND and is assessed to have the potential to continue to increase in the coming days.
Previously, in 2024, although Vietnamese cinema only had 4 works, it had a revenue of more than 1,288 billion VND, far exceeding the 890 billion VND from the remaining 6 foreign films. Calculating the entire market in 2024, Vietnamese films reached 1,900 billion VND (accounting for more than 40% of the market share). Mai (551 billion VND) and Lat mat 7: Mot giau uoc (482 billion VND) are two typical representatives of this outstanding success.
Notably, all 5 leading positions in the list of 10 highest-grossing films of all time in Vietnam belong to domestic films, while no foreign film has surpassed the 300 billion VND mark. Only 2 foreign films are in the top 10, including Avengers: Endgame and Avatar: The Flow of Water.
At the end of April, many Vietnamese films are expected to be released, promising to continue to maintain the position of domestic films. Notably, there are: Detective Kien - Headless Case, Flip Side 8: Vong Tay Nang; followed by: Getting Rich with Ghosts 2, Under the Lake, Pig with Five Hoofs... This promises to create an exciting race, especially during the summer movie season - which is always the time when imported films, especially blockbusters from Hollywood, rise.
Efforts to maintain position
When director Ly Hai chose to release the series Lat Mat on the occasion of April 30 and May 1, many people said that this was a risky choice. In 2018, Lat Mat: Ba Chang Khuyet directly confronted Avengers: Infinity War. In 2019, Lat Mat: Nha Co Khach faced Avengers: Endgame, Shazam! and Hellboy at the same time. Most recently, Lat Mat 7: Mot Kyu Wish competed with the 3,000 billion VND blockbuster Planet of the Apes: New Kingdom. Through each confrontation, Lat Mat gradually affirmed its appeal, position and its own brand. More and more Vietnamese films are doing the same.
The change of throne at the Vietnamese box office comes from many subjective and objective reasons, the most prominent of which is the change in the needs, tastes and habits of the audience. With foreign films, the audience now has more options instead of depending on the cinema.
After the Covid-19 pandemic, online movie platforms have grown strongly, with many movies released simultaneously or exclusively on digital platforms, along with attractive series and preferential prices. Not only in Vietnam, the appeal of many blockbusters, especially superhero movies, has also clearly declined in the international market.
But, more importantly, as many filmmakers admit, Vietnamese audiences always prioritize supporting domestic films. This is the result of the process of improving quality and professionalizing from production to promotion and distribution. Vietnamese films are increasingly investing seriously in scripts, settings, acting and modern technology to conquer domestic audiences and reach out to international audiences.
Producer and director Nhat Trung shared: “I believe Vietnamese cinema is on the rise and has positive changes. Many films are being invested in properly to gradually step out into the world , affirming the position of Vietnamese films.”
Although Vietnamese films are flourishing, the challenges for filmmakers are still evident. The success of 404: Run Now, Exhuma: Quat Mo Trung Ma, Gia Tai Cua Ngoai, Cuoi Xuyen Bien Gioi... shows that current competitors are not only Hollywood blockbusters, but also come from Korea, Thailand and many other Asian markets.
This is both a new challenge for Vietnamese cinema and, on the contrary, an opportunity when Vietnamese films can reach the above markets when there are suitable works.
Source: https://www.sggp.org.vn/khi-phim-ngoai-ngai-phim-viet-post791004.html
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