VietNamNet Bridge – Vietnam is developing a brand for Vietnamese films at home and abroad as a way to promote Vietnam’s image to international friends. But this will not be an easy task as it requires greater investments in cinematography by private companies and the state.  

 

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In 2015, 143 films, 40 of them feature films, were produced in Vietnam. Vietnam now has 140 cinemas with more than 80,000 total seats. They received 36 million moviegoers who bought 110 million USD worth of tickets. Despite these impressive figures Vietnam has not been able to build a brand for its films on the international market over the last 60 years. Vice President of the Vietnam Cinematography Association Nguyen Thi Hong Ngat said Vietnam should have films winning prestigious international awards and selling overseas. Director of the Vietnam Cinematography Department Ngo Phuong Lan said improving the quality of Vietnamese films which embrace Vietnam’s cultural identity is essential to building a brand for Vietnamese films. Playwright Dinh Thien Phuc shared his view: “Cinematography is an industry and its products are goods for sale. Product quality and marketing will guarantee high sales.”

People’s artist Dang Nhat Minh said the state should use cinematography as a channel to promote Vietnam’s image. Former Deputy Director of the Ho Chi Minh Department of Culture, Sports, and Tourism Nguyen The Thanh said film companies will not succeed without state support: “Incentives should be formulated to cover financial investment, tax, and preferential loans. State support is also needed in marketing at diplomatic and economic events overseas.”

Ngo Thi Bich Hien, Executive Director of BHD company, which has sold many products overseas, said: “Vietnamese films must first sell well in the domestic market before being advertised overseas. Young playwrights and directors should learn how to entertain the audience in other countries.”

Establishing a brand for Vietnamese films will develop Vietnam’s film industry and promote Vietnam’s image to the world.


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