Are Vietnamese films 'raking in the cash' thanks to early screenings?

Vo Tan Phat and Hong Dao in 'Len Huong' - Photo: Provided by Producer

Last week saw a film release on September 18th featuring notable titles such as 'Ut Lan 2' (early screening), 'Phantom of the Theater', 'Resident Evil', 'Len Huong', 'When Marnie Was There', 'Fate Changer', and 'Detective of the Supernatural: Chang'an Mystery'... According to Box Office Vietnam data, 'Len Huong' continues to lead the box office, grossing 74 billion VND after 3 days of official release (plus 30 billion VND from early screenings).

The film features four funerals, but the director did not want the story to be overshadowed by a somber, mournful atmosphere. Through these losses, the director embeds various subtexts regarding human condition: some depart at a young age, some remain lonely until the end of their lives, and some families turn funerals into occasions for ostentation.

From there, the film suggests a message about the value of family bonds and impermanence: people often only truly realize these things when faced with loss.

Vo Tan Phat and Meritorious Artist Tuyet Thu play mother and son with many emotional arcs - Photo: Provided by Producer

Following closely behind is 'Ut Lan 2', grossing nearly 22 billion VND during early screenings from 7 PM on September 18th, throughout September 19th and 20th. The film had approximately 3,000 screenings per day, overwhelming other competitors. The plot is set when a two-headed snake appears, and mysterious deaths occur consecutively in a riverside village. As forgotten secrets gradually surface, the villagers realize that some curses have never truly disappeared.

The familiar strategy of 'Len Huong' and 'Ut Lan 2' shares similarities with 'Summer Vacation, Afraid of Retirement' (207 billion VND) and 'Phi Phong: The Sacred Forest Blood Demon' (201 billion VND). These cases show that the concept of "early screenings" in the Vietnamese market is changing significantly.

Comedian Kieu Oanh in 'Ut Lan 2' - Photo: Provided by Producer

Previously, "early screenings" usually referred to a few special time slots held before the official release date, serving both to meet the needs of audiences who want to see the film early and to help distributors gauge market reaction. However, when a film is scheduled for thousands of screenings per day, lasting for several days and generating tens of billions of VND in revenue, "early screening" no longer seems to be merely a stepping stone before the official release, but is increasingly approaching a true commercial release.

The first advantage of this strategy is timing: the film can enter the market early, accumulate revenue, and create word-of-mouth buzz before the official release date. Initial results also influence the allocation of screenings. 'Len Huong' is a prime example, achieving over 3,300 screenings on its first day of early release and quickly topping the box office.

However, this also means the concept of "opening weekend revenue" needs to be re-evaluated: if a film has been widely screened for many days and earned tens of billions of VND before the official release date, the first-day figure no longer fully reflects the initial appeal.

Ranking third is 'Soobin Live Concert Movie: All-Rounder', grossing 9 billion VND despite having only a few dozen screenings, indicating a high theater occupancy rate. 'Phantom of the Theater' ranked fourth, grossing 1.7 billion VND in its opening with 500 screenings per day. Given the current situation, the film by director Le Cong Son may face the risk of financial loss.

'Phantom of the Theater' blends spiritual, horror, and romantic elements - Photo: Provided by Producer