(Dan Tri) – Released in theaters on February 10 (the first day of Tet), as of March 1, `Peach, Pho and Piano` earned 10 billion VND (according to the Cinema Department) while Tran’s `Mai`
It would be lame to compare these two works, because each film has different content and meaning, conveying different messages.
It must also be added that the current revenue of 10 billion VND for Dao, Pho and Piano (this number will not stop when the film leaves theaters) is a remarkable success for a historical film made from a budget.
From this initial success of the film, it can be seen that the audience did not turn away from films ordered by the State like many prejudices that have existed up to now.
Cast of the movie `Peach, Pho and Piano` (Photo: Producer).
However, many people feel regretful and wonder why Dao, pho and piano created an unprecedented strong media effect and caused a `box office fever` but the revenue is so far behind Mai?
Talking to Dan Tri reporter, media expert Nguyen Ngoc Long said that one of the main reasons why Dao, pho and piano do not generate outstanding revenue, despite causing media fever, is the production process.
`Although the film has great appeal, the lack of strong communication and limited distribution channels have affected its ability to reach a wide audience.
The film was funded by the State and had a non-profit goal, leading to it not focusing on the media campaign like other projects.
According to media expert Nguyen Ngoc Long, this issue emphasizes the importance of distribution in determining the commercial success of a film.
`Although Dao, Pho and Piano possesses high content and artistic quality, the lack of attention paid to the distribution stage has prevented the film from taking full advantage of its revenue potential.
Meanwhile, Mai and other films with wider media campaigns and releases have easily attracted large audiences to theaters, thereby generating higher revenue.
This shows that, although content quality is an important factor, the ability to reach the audience through distribution and advertising also plays a decisive role in the commercial success of a film,` Mr. Long said.
Director Phi Tien Son and lead actress Cao Thuy Linh (right) of the movie `Peach, pho and piano` (Photo: Character provided).
Sharing the same opinion, expert and critic Nguyen Phong Viet shared: `In my opinion, the number of screenings of Dao, Pho and Piano is still not many compared to Mai, only a few hundred screenings per day.
In addition, ticket prices for Dao, Pho and Piano theaters are only 50,000 VND – 60,000 VND while other movies shown in private theaters currently have prices ranging from 100,000 VND – 120,000 VND/ticket depending on the price.
Mr. Nguyen Phong Viet also said that if Dao, Pho and Piano were widely shown in all other theaters in Vietnam, perhaps the revenue level would be much better than the figure of more than 10 billion VND that we just received.
The lack of promotion and funding mechanism for distribution and dissemination in theaters so that films can reach a large audience of all classes and generate revenue to contribute to the film industry has long been a problem.
This inadequacy was once confirmed by Mr. Vi Kien Thanh – Director of the Cinema Department, Ministry of Culture, Sports and Tourism (Ministry of Culture, Sports and Tourism) to Dan Tri reporter when asked about the process of popularizing the movie Dao,
Sharing with Dan Tri reporter, director and Meritorious Artist Bui Trung Hai also said that in the case of Dao, pho and piano, there should be more innovations in film production rules with the State budget.
`If anyone follows cinema, especially films in the world, they can understand that many producers bear large distribution costs, which can be up to 30% of the total film budget.
But without promotion money, movies will not be known to the audience.
Movie scene `Peach, pho and piano` (Photo: Producer).
Mr. Nguyen Tien Hung – Giai Phong Film Joint Stock Corporation – frankly expressed that if state films want to develop, reach the public, and even more, achieve revenue, they must have new thinking, methods, and mechanisms.
`State films must ensure the following factors: Meet the tastes of the audience, ensure propaganda work to serve political tasks, but at the same time, earn revenue to at least return capital to the State.`
If we want to do that, we cannot go against the tastes of the audience and the rules of the market, we cannot go against the current socialization factors,` said General Director of Giai Phong Film Joint Stock Company.
Discussing the quality of films like Peaches, Pho and Piano in particular and historical films made from the State budget in general, director and People’s Artist Pham Nhue Giang said that films ordered by the State have `entanglements upon entanglements.`
According to the female director of the movie Desolate Valley, when the film cannot recover its capital, state cinema is always in a state of lack of money.
`Making a historical film with a budget of 20 billion is said to be big, but when you look from the outside, you can see that a film like that must have a budget of 50 billion or even more than 50 billion. And State filmmakers always only make
Expert Nguyen Phong Viet said that to improve the quality of State-invested films like we have seen with the effect of I see yellow flowers on green grass, the story also needs to solve many stages.
In particular, we also understand that with talented people and strong creative personalities, they like to be proactive in developing film projects instead of having to depend on very complicated processes for disbursement of State money.
`Therefore, in the near future, in order to make good state-invested films, we may have to think about establishing a film culture fund, sponsoring young talents to study abroad.
Then, there are commitments when they return from graduation for them to cooperate in making State-invested films with an appropriate number of films or filming time.
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