"Cam" quickly became a box office hit in its first days of release, but its revenue dropped sharply after just one week. Despite the crew's well-planned promotional strategy, the film still couldn't maintain its momentum.
Bran To be Vietnamese movies attracted attention when it created a buzz at the box office upon its release, quickly earning nearly 50 billion VND in the first three days of release.
But after just one week, the film's revenue showed signs of slowing down, with box office performance dropping by 70%. Despite the crew's well-planned promotional strategy, the film is still struggling to make a profit in theaters and has yet to surpass the 100 billion VND mark as many people predicted.
This comes from many reasons, mainly because the film quality is not really good.
The content has many negative points.
Before launch, Bran is a Vietnamese film that is predicted to create a new fever, extending the success of horror works such as Ghost, Devil Dog .
Because behind the project are director Tran Huu Tan and producer Hoang Quan - the duo who have made a number of successful projects in terms of revenue such as Ghost Story Near Home (2022), Soul Eater (2023) as well as the series Tet in hell village.
The team has a lot of experience in promotion, helping the project quickly gain strong coverage. Moreover, Bran It is also easy to get noticed because it exploits familiar fairy tales and has many images that arouse curiosity in the audience.
Just in the first week of release Bran released in theaters with an overwhelming number of screenings (more than 4,000 screenings per day). As expected, the film earned more than 48 billion VND, becoming the Vietnamese horror film with the highest opening this year, surpassing Ghost (40 billion).
However, the project has not received positive feedback on its quality. Most opinions rate the film's content low with many forced details. The screenwriter indulges in creativity, making the story sometimes become long and drawn out. The project has invested in visuals but still has some limitations in sound and editing.
In particular, the nude scene of Tam caused fierce controversy. Many comments said that the segment was redundant, had little to do with the content, and was just a promotional ploy by the crew.
After the first few days of release, the film's box office performance began to decline sharply. By the third week, the film's box office performance Bran There are signs of a “trickle-down” increase. On average, the film only earns about one billion VND per day, which is a sign that the project is being ignored by audiences at the box office.
This is quite surprising because the work created a heated debate on social networks, did not face many strong competitors but could not maintain its initial appeal.
Noisy
Must say the crew Bran have had very methodical and professional promotional strategies to bring the project closer to the audience. However, they have not been able to control the influence of word of mouth – which is a “double-edged sword” for the success of a film.
Previously, many Vietnamese films achieved very good revenue thanks to word-of-mouth effects on social networks such as The Dark Night, The Ghost Dog… The positive response from the audience helped the film spread widely on Facebook and TikTok platforms. Thanks to that, the revenue is not only concentrated in the opening week but can also last for many consecutive weeks.
The case of Bran is different. After the noise, the film created the opposite effect with signs of declining revenue. Negative reviews from viewers and the media somewhat affected the spread of the film, causing ticket sales and occupancy rates to decrease.
The project was able to attract the potential audience to the theater, but was not attractive enough to attract other groups of viewers who had not seen the film.
If Demon Dog Once considered an unknown quantity at the box office as its revenue continued to rise, the fate of Bran almost decided in week three.
Up to now, the film has earned nearly 90 billion VND at the box office, ranking among the most popular Vietnamese films this year. The work is only a short distance away from reaching the 100 billion VND revenue milestone, but at a very slow pace. The project is no longer able to hold the top spot on the overall chart of Box Office Vietnam , dominated by foreign films like Joker 2: Crazy in pairs, I bet you can't handcuff me surpass
Despite its higher opening weekend performance, the total revenue of Bran difficult to surpass the figure of 127 billion VND The market capitalization will likely stop at 110-120 billion VND.
However, Bran is still the highest grossing film from director Tran Huu Tan's team, surpassing Soul Eater released last year. The producers were so confident that they quickly announced the production of a sequel as soon as the film was released, promising to create a blockbuster brand for Vietnamese cinema.
However, the crew needs to learn from experience to invest more heavily in the next project, especially in the quality of the script and production. Otherwise, the film will follow in the footsteps of its predecessor.
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