According to film media expert An Nguyen, ‘Peach, Pho and Piano’ cannot be called a box office blockbuster, but it can absolutely be called a media phenomenon of the film industry in the past year.
In the Tet movie racing market, May by Tran Thanh is the most popular movie during the 2024 Lunar New Year, currently with revenue of more than 460 billion VND, according to Box Office Vietnam, as of the afternoon of February 25.
On social networks, May discussed by the audience. One after another, articles, images, and sayings went viral May continuously appear. Film effects respectively reached 100 billion, 200 billion, 300 billion… Mrs. Nu’s house became the highest-grossing film of all time, drawing audiences to theaters to watch May more.
In between May almost “monopolized” the market share of Tet films,Peaches, pho and piano (temporarily called Dig) became a new box office phenomenon, now it was the 9th day of Tet. From a film with almost no PR, no trailer, no press conference, the work ordered by the State and delivered by Feature Film 1 Joint Stock Company led to a local sell-out situation.
On social networks, many people joked that if Ho Chi Minh City had it May Hanoi has it Dig. One of the things that makes everyone successful May and Dig, include the communication factor.
Image of spectators lining up to buy peach, pho and piano tickets in Da Nang.
Dig compare to May: Not enough basis
The National Cinema Center cuts movie screenings by 50%. May to switch to Peaches, pho and piano.
Movie Peaches, pho and piano sold out, while May There are still tickets available (at the National Cinema Center).
May of Tran Thanh Peaches, pho and piano surpassed in screening rate.
That is the information and article titles that appear on social networks. Many people compare the film to be bombarding the box office nationwide with more than 450 billion VND and the work has just caught the audience’s attention thanks to the word-of-mouth fever.
Meanwhile, communications expert Nguyen Ngoc Long commented Dig Couldn’t be more sold out May. Initially, the work only sold out tickets at the National Cinema Center. It cannot be said that it will sell out tickets when released nationwide.
“In terms of marketing & communication, this phenomenon only reflects one thing: it is well received by the National Cinema Center’s customer base, suitable for that customer base, in that geographical area only. “, expert Nguyen Ngoc Long commented.
In addition, many people believe that the National Film Center’s website collapsed Peaches, pho and piano hotter than the movie produced by Tran Thanh. Experts say such a comparison is lame.
“The only reason why the National Cinema Center’s website crashed is outdated web technology, there is no second reason,” the expert added.
Same question about Dig compare to Mayfilm media expert An Nguyen, said that with the number of tickets sold of Peaches, pho and piano, The film cannot yet become a box office blockbuster. Comparison between Dig with May by Tran Thanh is not accurate.
“The comparison between Dig with May It’s a bit lame because each movie has a different life. The two films have different themes, circumstances of production, and methods of release. For May, The movie retains its appeal for many days, so I believe it has internal power and creates emotions for many audiences,” Mr. An Nguyen said.
“Dig is an unprecedented media phenomenon.”
Communications expert An Nguyen said, Peaches, pho and piano has become a trend, after many days of discussion online. Just type the keyword “watch” on Google, the result “watch movie Dao Pho Piano” ranks 2nd, only after “watch movie online”.
“Judging from media indicators, it is completely possible to call it Peaches, pho and piano is a media phenomenon in the film industry this year. The number of interactions and discussions about films in film groups and pages is always surprisingly high, even making film marketers dream,” experts said.
Expert An Nguyen also said that Peaches, pho and piano has the most unique promotional journey in the Vietnamese film industry.
“It started with a TikTok clip, then many audiences learned about it, voiced their support for the film and created a fever at the National Cinema Center, then began to increase screening rates and be shown in other provinces and cities. . In terms of promotion, it can be said that it was the audience who pushed the film forward and became a media phenomenon,” he explained.
He commented Peaches, pho and piano becomes a special case because only after the movie (product) is released, the mass promotion process officially begins and is also actively carried out by customers (audience).
Peaches, pho and piano became an unprecedented media phenomenon in the history of Vietnamese cinema.
“Originally, the film was only intended to be shown in one theater complex, then because it was so popular, many other provinces and cities took the film home. It is also a rare phenomenon in the film industry when supply has to follow demand by quite a distance. far. As far as I know, many theaters have continuously adjusted in recent days to adapt to the increasing audience demand for this movie,” he said.
Media experts say the film media industry has many “virtual changes”. Peaches, pho and piano is the clearest proof. Many times, a methodical approach is not as effective as feeling and experience.
“With film marketing, the most basic thing is still the product. Peaches, pho, piano is at a fairly average level, called quite well-rounded in the genre of films with the same theme, but cannot be compared to the classic revolutionary films of the 20th century. But with the current attraction, this is a signal that shows the need audience demand for films with national and historical themes,” Mr. An Nguyen added.
When asked about the film’s media case MayMr. An Nguyen said the two films clearly have many differences.
“With May, the promotion process has been carefully prepared since filming began. Meanwhile, Tran Thanh has become a popular brand in commercial films. Many people sympathize with the character the male director created. As for Dig, can be called ‘natural scent’ when the movie is released in theaters. This is a good sign that there is a real demand for films with ethnic and historical themes. And there is a part of the audience who is willing to go to theaters and wait in line to buy tickets for movies with these topics, not just waiting to watch them for free on TV or YouTube,” the expert analyzed.
Mr. An Nguyen also said that in the long term, from a marketing perspective, experts hope that films on ethnic, historical, and patriotic themes will also be invested more in communication so that more audiences can know about them. these valuable works from earlier.
